The hospitality industry is in the midst of a profound transformation. No longer is it sufficient for brands to simply offer a place to stay—today’s travelers expect seamless, personalized experiences that span the entire journey, from inspiration and booking to activities, dining, and transportation. The most forward-thinking hospitality brands are evolving into digital marketplaces, curating and connecting every aspect of the traveler’s journey. This shift not only meets rising guest expectations but also unlocks new revenue streams, deepens loyalty, and future-proofs the business.
Modern travelers crave convenience and connection across all elements of their trips. Research shows that a significant portion of travelers research activities before booking flights or hotels, and those who book experiences in advance spend more on lodging and transportation. The message is clear: brands that can offer a one-stop-shop for accommodations, activities, transportation, and local services stand to capture greater share of wallet and build lasting relationships.
To succeed, hospitality brands must:
A leading example of this evolution is Homes & Villas by Marriott International (HVMI). In partnership with Publicis Sapient, Marriott built a cloud-native, microservices-based platform capable of scaling rapidly and integrating with over 20 partners. The result: a curated collection of over 100,000 properties, a doubling of year-over-year bookings, and a seamless experience for Marriott Bonvoy’s 140 million+ members.
Key capabilities include:
Building a marketplace ecosystem requires more than just technology; it demands a flexible, scalable architecture and a partner-centric mindset. Publicis Sapient’s Rapid Commerce accelerator is designed specifically for this purpose. It empowers hospitality brands to:
Rapid Commerce’s microservices architecture allows brands to adapt quickly, integrate with existing booking systems, and evolve their offerings over time. This agility is crucial as traveler preferences shift and new opportunities emerge.
Personalization is at the heart of the marketplace model. By harnessing guest data and advanced AI, brands can:
Marriott’s collaboration with Publicis Sapient to launch a generative AI-powered search tool is a prime example. This innovation enables guests to describe their ideal vacation in their own words and receive curated recommendations—not just for accommodations, but for destinations, activities, and more. The result is a more engaging, stress-free planning process and a deeper connection between brand and traveler.
Transitioning to a marketplace ecosystem involves several key considerations:
The marketplace approach delivers measurable business impact:
For example, since the rollout of AI-powered search and marketplace capabilities, platforms like HVMI have seen property saves double, search-driven visits reach all-time highs, and the time to launch new features in global markets reduced from a year to just three months. These results underscore the power of digital platforms and AI to accelerate growth and deepen guest relationships.
The future of hospitality lies in owning the entire trip experience. By evolving into digital marketplaces, brands can meet the rising expectations of modern travelers, diversify their revenue streams, and build resilient, future-ready businesses. With the right strategy, technology, and partnerships, hospitality brands can transform from providers of lodging to orchestrators of unforgettable journeys—delivering value at every step of the traveler’s path.
Publicis Sapient stands ready to help hospitality leaders seize this opportunity, leveraging proven accelerators, deep industry expertise, and a relentless focus on customer experience. The journey to marketplace leadership starts now.