Marriott International: Deploying AI across hotel brands in Singapore

• المؤلفون الرئيسيون: CHANG, Hannah H., CHUA, Ko Hwee Joyce, BLOWER, Matthew Liam Paske, NG, Yee Theng Emerlyn, GWEE, Su Xuan Tiffany, DE SOUZA, Sarah Anne
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2022
• الموضوعات: Digital Strategy; Digital Disruption; Chatbots; Competition; Customer Needs; Millennials; Asian Studies; Marketing; Technology and Innovation
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/cases_coll_all/426; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0016%20%5BMarriott%5D/SMU-22-0016%20%5BMarriott%5D.pdf?CT=1661913669387&OR=ItemsView

The case is set in 2021, amid accelerating digitalisation in Singapore, as Marriott International is facing pressure to innovate and review the AI strategy for its hotel brands. Marriott is the second largest hospitality player in terms of market share in Singapore, with AccorHotels Group holding ma...