Marriottopia marked Marriott's return to major conference events after six years. The goal was to showcase emerging guest expectations and demonstrate how technology can enhance the hospitality experience for the next generation.
Marriottopia: The Future of Hospitality
Marriott International • Hospitality & Events
March 2024
AI Integration
Chatbots
Digital Humans
Hospitality & Events
Process Automation
With marketing insight research decaying on file, Marriott needed a way to cut through with the latest trends affecting their EMEA region. What better way than to build their customer of the future, provide them with implicit understanding of the data, and invite them to be interviewed on stage at the conference?
Key Facts
Event
In March 2024, Marriott returned to the EMEA Consumer Operations stage with Marriottopia, its first major conference in six years - welcoming 800+ senior leaders to chart the future of hospitality.
Innovation
We created an AI-powered, voice-enabled digital human representing the "Customer of the Future." Trained on Marriott-specific content, the avatar delivered real-time, contextual dialogue in a live panel format.
Impact
Conference-wide AI hosting with two avatars—one for panel discussions, another as digital MC—delivering seamless, natural conversation that resonated with 800+ hospitality leaders.
The Project
Client
Marriott International
Marriott Bonvoy's EMEA Consumer Operations team, welcoming 800+ senior leaders to discuss the future of hospitality.
Brief
Create an engaging, technologically advanced experience that demonstrates emerging guest expectations, showcases AI and digital human technology, delivers real-time contextual dialogue, engages senior hospitality leaders, and personifies future hospitality trends.
The Solution
Introducing the Digital Human
To showcase emerging guest expectations, Coherence created an AI-powered, voice-enabled digital human representing the "Customer of the Future." Trained on Marriott-specific content, the avatar delivered real-time, contextual dialogue in a live panel format.
The solution integrated multiple advanced technologies:
- LLM Integration: Real-time conversational AI powered by large language models
- Natural Language Processing: Contextual understanding and response generation
- Custom Middleware: Brand-aligned tone and personality shaping
- Low Latency Architecture: Reduced from 20 seconds to real-time performance
- Professional AV Systems: Fine-tuned for speech clarity and visual fidelity
Conference-Wide AI Hosting
A second avatar, Obaya, served as the event's digital MC—introducing sessions, guiding participants, and managing housekeeping tasks with charm and consistency throughout the conference.
Impact
Marriottopia didn't just predict future trends—it personified them. Through collaboration and creative tech, the event delivered lasting insight, excitement, and genuine audience connection.
Key Outcomes
- 800+ Senior Leaders Engaged: Hospitality executives experienced the future of guest interaction firsthand
- Real-Time Performance: Latency reduced from 20 seconds to real-time conversational flow
- Natural Interaction: Unscripted moments and seamless dialogue that resonated with the audience
- Brand Alignment: Digital humans trained on Marriott-specific content and values
- Conference Excellence: Dual-avatar solution for both panel discussions and event hosting
"The future of hospitality is here. Marriottopia."
Marriottopia showcased how AI and digital humans can enhance the hospitality experience, demonstrating technology that will define the next generation of guest engagement. The event successfully combined innovation with practical application, leaving senior leaders with a clear vision of what's possible.
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