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Marriott’s luxury leader on AI, personalization – and in-room snacks

GOSTELOW REPORT—“In the future, will we see destinations prescribed, and your resulting mental state monitored, in much the same way as your health or wellness regime?” asked Tina Edmundson, global brand officer and luxury portfolio leader, Marriott International. She was introducing a Marriott-hosted breakfast during the 18th annual International Luxury Travel Market (ILTM), held in Cannes, France, 2-5 December.

She eagerly awaits the time when, with the help of artificial intelligence, bespoke will be the norm.

“Of course we must be careful about privacy and we have to treat each geographical area with respect,” she admitted. “In days past, collecting data was labor intensive. Already, while always being focused on privacy, we find guests sharing their likes and dislikes. Interestingly, main preferences are simple, room temperature and type of pillow rather than please always have a bubble bath waiting.”

Tina Edmundson during a rare off-duty moment at ILTM in Cannes, France, last week
Tina Edmundson during a rare off-duty moment at ILTM in Cannes, France, last week

What is not so surprising is that many of the more than 130 million members of Bonvoy are the keenest to share their idiosyncrasies (“as long as they consent, they can put in what they want”).

She is fully aware that preferences change, depending on the occasion. “I am traveling about 45% of the time. When I am on business, I want lots of room-temperature water, and fruit and nuts, as I always seem to be hungry. When I am on vacation, however, I appreciate a spacious suite, with a living room, and a good bottle of red wine.”

It is understandable she always seems to be peckish, as she has a grueling schedule. The day before the Marriott breakfast at Cannes, she was on a Travel+Leisure panel on women in travel. Immediately after the Marriott breakfast she managed to fly out of Cannes’ nearest commercial airport, Nice, just before France’s nationwide strike started playing havoc with all transportation. Then, after a press event in London, she went straight to a Women Leaders in Luxury dinner.

These Women Leaders in Luxury events started in New York in June 2018, and so far two more have been held there, and one in Abu Dhabi, UAE. This was the first London event.

The format is to invite about 20 women who drive luxury business, mixing CEOs of established companies with founders of exciting startups. There is no agenda, presentation or long speeches. This is simply a couple of hours to meet new, interesting leaders from art, beauty, design, fashion, finance, retail, technology – and hospitality. What is new in their worlds that Edmundson feels she should know about?

Take design. “I am intrigued by the biophilic design movement, which incorporates natural materials, light and vegetation into physical spaces. It brings in a sense of nature to promote health and wellness, often in urban environments,” she explained, citing how Google has experimented with adding in skylights, more plants, and even using wallpaper and carpets with natural patterns in order to help employees focus as well as to be more creative and productive.

“Also, the newest Edition hotel in West Hollywood features 56 species of indigenous plants on its exteriors,” she continued.

She is similarly insistent on natural when it comes to nutrition. She cites the fact that J.W. Marriott Orlando, Grande Lakes, and Ritz-Carlton Orlando, Grande Lakes, share a working farm called Whisper Creek, which includes a 7,000-square-foot fruit and vegetable garden. “Products from the farm are used throughout both resorts in restaurant dishes, beverages and even spa treatments,” she said.

Edmundson has to pick up any trend or vibe, at any level. She actually has brand responsibility for all Marriott’s labels (30 at last count, spanning a total of over 7,200 properties). And extensions pop up, with the first ship in the Ritz-Carlton Yacht Collection launching in 2020, and at least a couple of fully inclusive luxury resorts on the cards.

After five years as SVP of brand operations for Starwood Hotels & Resorts, Edmundson joined Marriott in September 2008, initially as SVP global brand leader for lifestyle brands, and gradually gained more responsibility. She reports to Stephanie Linnartz, Marriott’s global chief commercial officer.

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