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Skift Tech Forum: Marriott Sees Google as Effective Add-On to Direct Channels

Dennis Schaal photo
Dennis Schaal

Photo Credit: Stephanie Linnartz, Marriott International's chief commercial officer, will speak June 27 at Skift Tech Forum in San Francisco.  Marriott

Skift Take

Attribute-based reservations may go nowhere or they could transform the way people shop for hotel rooms in coming years. Marriott's Stephanie Linnartz believes consumers like the increased control they get when booking rooms with specific features.

Marriott International has been making varied investments in everything from loyalty to experiences as a means to expand its guest ecosystem, but Chief Commercial Officer Stephanie Linnartz also values the chain's Google partnership as a way to acquire new customers. "We have always maintained that intermediaries, such as Google or OTAs (online travel agencies), can play an important role in helping us acquire new customers beyond the reach of our existing sales channels," Linnartz said. Skift asked Linnartz about its Google relationship, the Marriott-Alibaba joint venture, attribute-based reservations, and how it blends high tech and high touch as a prelude to her appearance June 27 at the Skift Tech Forum in San Francisco. The interview follows below.

To see a video of this Skift Tech Forum session, click here

Skift: Given that Marriott is focusing on generating direct traffic — as are many companies from hotels to online travel agencies — how do you view your participation in Google Hotels and your partnership with Google? Stephanie Linnartz: Marriott has a very productive business relationship with Google that is focused on enabling us to innovate an

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