The Speed of Culture Podcast People first: CCO Andy Kauffman on staying true to Marriott’s legacy with AI personalization
Jul 1, 2025
Andy Kauffman, Chief Commercial Officer at Marriott International, dives into the transformative role of AI in hospitality. He discusses the importance of balancing tradition with technological innovation to enhance customer personalization. Kauffman shares insights on leveraging first-party data for targeted marketing and how emerging travel trends influence millennial and Gen Z experiences. He also highlights the need for employee upskilling in the age of AI and offers career growth tips using the 'pie method' to build personal brands.
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Boomerang Return to Marriott
- Andy Kauffman boomeranged back to Marriott after leaving for four years at the NFL.
- His deep love for travel and hospitality made returning a dream come true.
Brand and Performance Integration
- The debate between brand and performance marketing is really an "and", not an either/or.
- Investing in both short-term performance and long-term brand builds stronger outcomes especially in downturns.
Segmenting by Customer Needs
- Understanding customer needs and trip purpose drives how Marriott segments and markets its 36 brands.
- Personalization allows tailored marketing beyond a monolithic brand message.