Case Study: Marriott International achieves 2.5x testing growth and $1B in incremental revenue and loss prevention with Adobe Experience Cloud

How Marriott is understanding its customers better

Marriott International — the world’s largest hotel company with more than 1.1 million rooms across 30 brands — needed to better understand how guests interact across web, app and in-person touchpoints. The challenge was shifting teams from collecting data for its own sake to interpreting it as customer experience insight, breaking down technology silos, and building a testing culture that measures learning as well as wins.

Working with Adobe Experience Cloud and Adobe Consulting Services, Marriott integrated tools like Adobe Target and Audience Manager to create real-time customer profiles and a rigorous experimentation program led by Susan Bloomberg. By valuing learnings (including negative results), expanding tests 2.5x and measuring loss prevention, the program has driven roughly $250M in incremental gross revenue so far and is on track to deliver $1B in combined incremental revenue and loss prevention.

Marriott International

Susan Bloomberg

Vice President of Personalization and Product Performance