Marriott International and Alibaba Group collaborate to launch JV
The new joint venture will manage Marriott’s storefront on Alibaba’s travel service platform Fliggy
Focused on enhancing the overall travel experience of its global portfolio of brands, Marriott International will closely with Alibaba Group Holding to launch a joint venture.
The new entity will manage Marriott's storefront on Fliggy, Alibaba's travel service platform, while also marketing to both Marriott and Alibaba's customer base.
The latter will see the development of content centred on loyalty programs, promotions, as well as "customised travel experiences" for Chinese travellers.
Daniel Zhang, CEO of Alibaba Group, commented: "We are proud to join forces with Marriott International - combining our large-scale consumer base, leading-edge technology and consumer insights with their unparalleled hospitality expertise.
"Together, we are elevating and redefining the travel experience for Chinese consumers to be more seamless and personalised as they embark on adventures to discover the world."
To advance how travel services are delivered, the new joint venture will focus its efforts into several key areas. Firstly, the JV is tasked in delivering integrated functionality across the entire travel planning process, while also leveraging technology to help create customised experiences.
Through both the Starwood Preferred Guest (SPG) Moments and Marriott Rewards Moments programs, Marriott will offer personalised experienced tailored to the individual customer.
Lastly, Alibaba is expected to deploy Alipay, a third-party mobile and online payment platform, across Marriott hotels in select global markets.
Arne Sorenson, president and CEO, Marriott International, said: "We have long admired Alibaba's digital expertise and deep understanding of Chinese consumers' needs and behaviours.
"By forming this partnership, we are pairing our hospitality expertise with Alibaba's digital travel platform, retail expertise and digital payment platform, Alipay, and driving membership to our loyalty programs. With the growing number of Chinese consumers exploring new destinations, this venture will introduce our hotels worldwide to this new and growing traveling class."