We know that Marriott is working with Salesforce to build the type of customer information platform they need. The investment will be substantial and re-training the employees will take quite a while, but it's essential.
TechRepublic: Why Marriott's CEO worries more about Amazon and Facebook than Airbnb, 2018-June-13 by Matt Asay
I have Marriott's highest status within its loyalty program, yet the company still struggles to know very much about me.
For the past year, hotel employees have greeted me (and anyone else using the mobile check-in functionality) with "Hello, Mr. (insert mispronunciation of my name here). We've been expecting you." Except that it's clear they generally haven't been expecting me. And that they know very little about me.
Amazon, by contrast, knows what books I read, the sorts of things I buy for my home, what I ask Alexa to do, etc. If Amazon were to partner with an Airbnb or similar, for example, it would be able to provide a much more satisfying stay, informed by data....
The sad irony is that I will gladly give a company like Marriott much more of my data if only they'll agree to use it to improve my travel experience. They don't, and this leaves an opening for the far less scrupulous digital giants to mine my data for their own benefit, not mine.