Peggy Roe - How the Marriott brand has evolved post-COVID, shifting from business to leisure - video Dailymotion

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Transcript

00:00Peggy, how would you say the Marriott brand changed post-COVID when it came to customer

00:04service and your approach to catering to your clients? The biggest change was from business

00:09to leisure, right? And so the way we were looking at the portfolio before was very much about

00:14how do you drive loyalty and frequency to the high spenders who were largely on business travel? And

00:19then we shifted, we flipped. We were 60% business, 40% leisure, and the whole thing flipped the other

00:27way after COVID. And so we started to really figure out how do we lean more into leisure? And that's

00:33when we got into yachts, homes and villas, right? Even residential product, longer stays. And then

00:39now we're looking at our loyalty program because it's very much based on frequency and business

00:44travel and rewarding you for your business trips. But the real insight here is that usually when

00:49you're on business, like you're not really spending that much time in the hotel to enjoy what the

00:53hotel, Puerto Valladol where you want the benefits is on leisure, right? With your family, when you're

00:58having that important stay, that life moment, that's where you want the benefits. So we're shifting

01:02both that way as well as how do you get the people who are staying more frequently interested in Merit

01:08Bonvoy. And that's why we've leaned into Taylor Swift and Beyonce and the F1 and Super Bowl and all

01:14these things that give younger people access to experiences as part of Merit Bonvoy.