Case Study: Marriott International boosts testing 2.5x and unlocks $1B in incremental revenue and loss prevention with Adobe Target

Have data, will travel. How Marriott is understanding its customers better

Marriott International, the world’s largest hotel company, needed to better understand customers across web, app and in-person touchpoints and to change how it measures and interprets data to improve experiences. To accelerate that shift, Marriott engaged Adobe Target (along with Adobe Analytics, Audience Manager, Campaign, Experience Manager and Adobe Consulting Services) to help integrate systems and drive a testing-and-learning mindset across teams.

Using Adobe Target—integrated in real time with Adobe Audience Manager—Marriott built an experimentation program that breaks changes into targeted tests, values learnings (including negative results), and personalizes experiences as customers log in. The program has driven a 2.5x growth in testing, delivered over $250 million in measured incremental revenue to date, and is on track for $1 billion in combined incremental revenue and loss prevention, demonstrating clear impact from Adobe Target-powered personalization and experimentation.

Marriott International

Susan Bloomberg

Vice President of Personalization and Product Performance