Peggy Roe on redefining the travel journey — from loyalty to living a life well-traveled

To hear Peggy Roe tell it, the way people plan their travel these days has changed. As the executive vice president and chief customer officer at Marriott International, Roe has an overarching view of changing travel habits. It’s less a case of picking a location and dates, and more about discovery. Fancy a shark dive in the Bahamas? Or perhaps a cycling trip in France? Marriott has got you.

Marriott’s new brand campaign reflects this mind shift, as hosts Damian Fowler and Ilyse Liffreing explore in this episode of The Big Impression. The company is building a travel ecosystem design to keep guests engaged over a lifetime. Of course, data and discovery are at the heart of this move toward personalization.

In addition to the brand campaign, Roe talks about the launch of the Marriott Media Network, the first of its kind in the hospitality industry. It’s driven by the same strategy as the brand campaign, rooted in understanding travelers’ “passions and preferences.” This approach enables Marriott to build “an audience with over 400 attributes” that allows brands — including Pepsi and Visa — to “take part in the travel journey.”

It’s a conversation about commerce media, community and curiosity — and how Marriott is helping people live “a life well-traveled,” whether they want to swim with sharks or cycle through Burgundy.