eMarketer: What does the phrase “digital transformation” mean for your brand? Stephanie Linnartz: Digital technology is transforming how guests interact with us - not only when they’re at our hotels but also as they’re exploring, planning and dreaming. We’re seeing significant increases in customers searching, shopping and booking through mobile devices, so making sure that we have a beautiful, intuitive and easy-to-use app is critically important. The digital transformation also extends to the on-property experiences. For example, we offer mobile check-in and checkout, keyless entry and other services through the mobile app. eMarketer: Who oversees Marriott’s strategy for dealing with the digital transformation? Linnartz: It cuts across various disciplines. I have a new position on my team called the chief customer experience officer [or CXO], and this role helps thread digital throughout the marketing, IT, brand and sales teams. Digital is ubiquitous, so it touches all those people, as well as the teams that are running our app, our website and our call centers. We’re all thinking about how we recognize the customer holistically, but the CXO helps carry that torch—it’s the quarterback position. “We’re all thinking about how we recognize the customer holistically, but the [chief customer experience officer] CXO helps carry that torch - it’s the quarterback position.” Get the full story at eMarketer