In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton speaks with Peggy Roe, executive vice president and chief customer officer at Marriott International. Roe shares his views on the evolution of the hospitality industry, highlighting the impact of guest loyalty and the role of first-party data in personalizing guest experiences.
At Marriott, Roe oversees global strategies that drive guest experience, loyalty and brand innovation across the hotel chain’s extensive portfolio of more than 9,000 properties worldwide. With more than two decades of experience in the hospitality industry, Roe was instrumental in launching Marriott Bonvoy, a multi-brand travel program, and played a key role in Marriott’s expansion into new areas of services.
“We truly view Marriott Bonvoy as our core consumer brand, and our positioning for Bonvoy is that it gives you access to the people, places and passions you love. And within that is a portfolio of not just hotel brands, but also experiences.
Prior to her tenure at Marriott, she held roles at Amazon and Facebook, where she contributed to groundbreaking digital transformations.
Listen to Peggy Roe on The Speed of Culture podcast to hear how Marriott International is redefining guest loyalty and personalizing experiences around the world.
Key points to remember:
[00:08:24] Meeting customers at every stage of life — Roe reveals how Marriott segments guests based on life stages to deliver more relevant experiences. By recognizing the different needs of business travelers, families and solo adventurers, Marriott can design offerings that resonate deeply with each group. This approach to customer segmentation is essential for brands looking to build customer loyalty by aligning their services with each phase of their customers’ lives, helping to build lasting relationships built on understanding and relevance.
[00:12:06] First-party data as the key to personalization — Marriott uses first-party data to deliver a personalized experience that goes far beyond traditional hospitality. By understanding individual preferences, Marriott Bonvoy anticipates what guests might need, providing a seamless and personalized experience. Today’s brands can learn from Marriott’s approach: carefully leverage data to improve the customer experience and differentiate themselves in a crowded marketplace, ensuring every interaction is uniquely personalized.
[00:21:57] The Shift to Experience-Driven Travel — Roe highlights a major shift in consumer behavior: today’s travelers prioritize experiences over just accommodation. In response, Marriott has expanded its offerings to include unique homes, villas and brand partnerships, giving guests access to exclusive and memorable stays. This pivot shows the importance of adapting to changing consumer values, as brands can drive loyalty by delivering experiences that resonate on a personal level.
[00:24:07] Build loyalty through passion-based experiences — Marriott Bonvoy positions itself as a portal to unforgettable experiences, from Formula 1 races to NFL games. By aligning with guests’ passions, Marriott builds deeper loyalty and emotional connections that go beyond points and rewards. For brands looking to build customer loyalty, tapping into what their customers are passionate about can foster strong, lasting connections that make your brand a part of their lives.
[00:32:19] Elevating women to leadership — Roe shares her role in co-founding Marriott’s Women in Leadership initiative, championing gender equality across the organization. By creating mentoring opportunities and increasing representation, Marriott fosters a culture of inclusion that benefits both employees and guests. This initiative highlights the impact of investing in diversity, as inclusive practices resonate with consumers who support brands that champion equity and social progress.
