Alibaba Group and Marriott International Announce AI Strategic Partnership!

On November 10, Alibaba Group and Marriott International announced a strategic AI partnership, deepening collaboration in areas such as cloud infrastructure and AI application innovation in the Chinese market to create personalized, high-quality travel experiences for users.

Deepening Collaboration to Build a Technological Foundation for the AI Era

This partnership marks another upgrade in their existing strong relationship, aiming to accelerate the integration of AI technology innovation with real-world applications. Marriott will leverage Alibaba Cloud's leading cloud infrastructure and data products to build a robust technological foundation for the AI era, driving business growth and improving operational efficiency. Initially focusing on the China market, the two sides will use this as a springboard to explore broader areas of cooperation.

Driving Intelligent Applications to Enhance Guest Experience

At the application level, Marriott will integrate Tongyi series large language models to support intelligent upgrades in customer service and marketing. The two parties will also establish an innovation mechanism to promote AI applications within hotel scenarios and optimize user experience. They plan to pilot AI agent applications at the Fliggy Marriott flagship store by 2026. This feature will offer personalized itinerary recommendations, improve booking efficiency, enhance digital experience, and enable a leap from "reactive responses" to "proactive anticipation" in guest services.

Strengthening Channel Synergy to Unlock Growth Potential

Marriott will further strengthen supply chain collaboration with Alibaba, reinforcing its official channels’ service advantages and ensuring consistency and competitiveness across platforms—including the Fliggy Marriott flagship store and Marriott Bonvoy app—in pricing, member benefits, and services. Leveraging their joint venture, both parties will advance smart marketing initiatives, continuously expand into new channels, and uncover fresh growth opportunities. Since forming a strategic partnership and establishing a joint venture in 2017, they have already created innovative travel experiences for consumers.

Exploring New Paths to Empower Employee Efficiency

Looking ahead, Marriott will also work closely with DingTalk to explore how AI technologies can boost the productivity of hotel staff, thereby delivering higher-quality service to guests.

"At Marriott, we always put guest needs at the heart of everything we do, striving for excellence at every touchpoint of the journey," said Anthony Capuano, President and CEO of Marriott International. "Our expanded collaboration with Alibaba combines Alibaba’s strengths in digitalization and artificial intelligence with our deep expertise in loyalty ecosystems to make every trip more intuitive for guests—delivering tailored experiences from smart recommendations to customized planning. We're creating differentiated, personal experiences that bring warmth and meaning to travel."

Wu Yongming, CEO of Alibaba Group, said: "We aim to leverage Alibaba’s full-stack AI capabilities to work hand-in-hand with Marriott International in advancing deep AI adoption across the hospitality industry, jointly innovating to elevate consumer experiences in the AI era."

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