As a global leader in hospitality, Marriott International is redefining Customer Identity and Access Management (CIAM) to drive customer engagement, enhance security, and expand its award winning Bonvoy Loyalty program. Seamless and trusted authentication for Bonvoy members accessing services directly and across Marriott’s vast partner network—including airlines, coffee shops, and credit card companies—is essential for providing added value to members, growing Bonvoy enrollment and boosting hotel revenues.

With over 230 million Bonvoy members, Marriott must ensure a secure, scalable, and frictionless experience while simplifying operations for Marriott’s own application owners, developers, and other important internal stakeholders. The challenges lie in balancing and aligning priorities of customers, partners, and the organization itself. 

Marriott’s connected travel ecosystem allows Bonvoy members to register and authenticate across multiple partner apps effortlessly. As both user expectations for a seamless experience and security requirements continue to evolve, Marriott plans to enhance its Customer Identity program with innovations that drive even deeper engagement. 

Join us as we explore how Marriott International is innovating CIAM to fuel loyalty, growth, enhance security, and create a seamless customer experience—setting a new standard for identity in the travel and hospitality industry.