The hospitality and travel industry has always been defined by its ability to deliver exceptional experiences. In today’s digital era, the expectations of both guests and employees are evolving at an unprecedented pace. Digital transformation is no longer a future ambition—it is a present necessity, reshaping every touchpoint, from dreaming and booking to the stay itself and beyond. At Publicis Sapient, we have partnered with industry leaders like Marriott International to reimagine what is possible, leveraging digital tools, data, and cross-functional teams to anticipate needs, personalize experiences, and empower employees. This deep dive explores how digital transformation is redefining the industry, with a focus on real-world examples and actionable strategies.
The pandemic fundamentally altered travel patterns and guest expectations. Where once frequent business travel drove loyalty, today’s guests are more discerning, traveling less often and demanding more from each experience. This shift means that loyalty can no longer be taken for granted; it must be re-earned with every interaction. Empowering employees with the right digital tools and data is critical to delivering on this promise. When employees are equipped to understand and anticipate guest needs, they can create the moments that drive true loyalty—moments that go beyond points and perks to deliver genuine human connection.
Crucially, the guest and employee experiences are deeply intertwined. A seamless digital booking process sets high expectations, but it is the empowered employee on-site who must deliver on those promises. The best organizations recognize that personalization is not just about predicting preferences, but about consistently meeting and exceeding expectations—especially in the small, often overlooked moments that can make or break loyalty.
Marriott International’s journey is a powerful illustration of digital transformation in action. Recognizing that guests were increasingly seeking home rental experiences, Marriott launched Homes & Villas by Marriott International. Rather than simply replicating existing models, Marriott curated a portfolio of professionally managed homes, ensuring quality and consistency. This approach was informed by deep listening—systematically gathering and acting on customer feedback, not just through surveys but by building a community of thousands of engaged members who provide real-time insights.
The result? A business that started with 2,000 homes in 2019 has grown to nearly 50,000, even through the challenges of the pandemic. This success was not just about technology, but about integrating digital and physical experiences. From the moment a guest dreams of a trip, through booking, arrival, and stay, every touchpoint is designed to be fast, intuitive, and reassuring. Marriott’s mission is not just to be a hotel company, but to be a trusted brand for a portfolio of experiences—anticipating and meeting the evolving needs of travelers around the world.
One of the most significant shifts in experience design is the recognition that journeys are not linear. Guests and employees move through a series of micro-journeys—distinct moments within the broader travel experience, such as checking in, requesting amenities, or resolving an issue. Each micro-journey is an opportunity to surprise, delight, and build loyalty.
To deliver on this, leading organizations are breaking down silos between digital and physical touchpoints. For example, a guest’s digital check-in experience must be seamlessly connected to the on-property welcome. If a guest requests a specific amenity via an app, employees must be empowered with real-time data to fulfill that request. This requires not just technology, but a culture of collaboration and a commitment to continuous improvement.
True digital transformation is not achieved in isolation. At Publicis Sapient, we believe in the power of cross-functional teams—bringing together experts in data, technology, experience, and business strategy to solve complex problems holistically. This approach ensures that solutions are not just designed, but built, implemented, and continuously refined in the real world.
For example, when working with a major airline on their digital transformation, we helped translate vast amounts of loyalty data into actionable insights, enabling both business leaders and front-line employees to deliver more personalized and efficient experiences. The key was not just the technology, but the integration of diverse perspectives and skills, ensuring that every solution was tailored to the unique needs of the organization and its customers.
Employee experience is a critical, and often overlooked, driver of customer experience. Modernizing the digital workforce journey means treating employees as internal customers—mapping their journeys, identifying pain points, and providing the tools and support they need to thrive. This includes everything from streamlined onboarding and knowledge management to real-time access to guest data and feedback.
Organizations that invest in employee experience see measurable benefits: higher retention, greater agility, and improved customer satisfaction. By breaking down silos between customer and employee experience, companies can unlock new levels of growth and innovation.
The hospitality and travel industry is at a crossroads. The brands that will lead the next era are those that move from reacting to anticipating—using data, digital tools, and empowered teams to stay ahead of changing guest and employee needs. This requires a commitment to continuous learning, a willingness to experiment, and a culture that values both human connection and technological innovation.
At Publicis Sapient, we are proud to partner with industry leaders to make this vision a reality. By focusing on the integration of digital and physical experiences, the empowerment of employees, and the orchestration of micro-journeys, we help our clients deliver the moments that matter—today and into the future.
Ready to transform your hospitality or travel business? Let’s create the next generation of experiences, together.