How design thinking drives Marriott’s digital strategy

Marriott International has overhauled its mobile application to emphasize personalization and guest services, underscoring the fact that millennials are driving companies to put digital natives at the forefront of their software development process. The hotelier has embraced design thinking for the digital era, a key strategy in a competitive industry loaded with choice, including Airbnb and other home-sharing startups.

“Where you’re going to win the game is in the stay itself,” says George Corbin, the hotelier’s senior vice president of digital. “You can do the best job you can to build a great website and great app for the booking experience but the stay is going to be the arbiter on whether you come back or not.”

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