“Marriott’s Tina Edmundson Discusses the Future of Luxury Travel: Hotels, Yachts, Chatbots, and Trends in Luxury Hospitality”

Tina Edmundson, the newly appointed President of Luxury at Marriott International, has shared her vision for the future of luxury travel. With over 16 years of experience at Marriott, Edmundson now oversees eight brands, including St. Regis, Ritz-Carlton, and W Hotels.

Edmundson identifies three major trends shaping the hospitality business: a shift in mindset around travel due to the pandemic, a growing importance of wellness travel, and a critical focus on sustainability. She also highlights the increasing demand for experiential travel, where customers seek unique experiences and events.

The company is also expanding into ultra-luxury with the launch of the Ritz-Carlton Yacht Collection. Edmundson sees promising growth opportunities in both primary and secondary markets, and emphasizes that growth in luxury is measured and customer-centric.

She also discusses the role of technology in modernizing traditional luxury hotel stays. This includes using technology to offer personalized service, such as suggesting dining options or spa appointments based on customer preferences. Marriott is also exploring the use of chatbots enhanced with artificial intelligence.

Despite the rise of short-term rental platforms, Edmundson is not overly concerned. Marriott has its own product, Homes and Villas by Marriott Bonvoy, which hosts about 160,000 homes where customers can earn and redeem points. The company also offers branded residential real estate.

Finally, Edmundson highlights the importance of digital marketing and social commerce in driving direct bookings on brand sites. She believes creating desire for the brand is more effective than discount-driven strategies.

Source: forbes.com

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