Agnieskzka will be speaking on a panel discussing “Building Iconic Luxury Brands in the Digital Age: Strategies for the Next Generation of Luxury Hospitality,” at the ILHA INSPIRE conference in Prague in November.
Inspiring Through Storytelling
For Agnieszka, building iconic luxury brands in today’s digital age is about more than visibility, it’s about inspiration. Digital marketing must go beyond informing to create lasting emotional connections.
She explained how Marriott’s portfolio of eight luxury brands harnesses immersive video, curated social media strategies, and influencer collaborations to bring each brand’s unique DNA to life. By leveraging data-driven insights, content is tailored to resonate with diverse audiences, ultimately promoting transformative experiences that reflect each property’s essence.
The Evolution of Luxury Travelers
The profile of luxury travelers is shifting. According to Agnieszka, the next generation is younger, global, and experience-driven. They are not just looking for beautiful spaces but for meaning, authenticity, and cultural immersion.
She highlighted the role of Gen Z, who place immense value on belonging, purpose, and sustainability in their travel choices. For all generations, personalization and genuine human connection, rooted in the culture of the destination, are becoming the new markers of true luxury.
Balancing Heritage with Innovation
Agnieszka emphasized that innovation in luxury hospitality should elevate heritage, not replace it. Preserving the unique DNA of each brand is a guiding principle at Marriott International.
Technology is viewed as a means to enhance the guest journey, from conveying a property’s rich history to creating new touchpoints that deepen engagement. “Heritage is the soul,” she noted, “and innovation is the bridge that brings it into the future.”
AI: Personalization at Scale
Looking ahead, Agnieszka views artificial intelligence as a transformative tool for the luxury hospitality industry. With Marriott’s dedicated MLab team pioneering its applications, AI is already being deployed to anticipate guest needs and craft personalized experiences, often before the traveler even arrives.
Yet, she was clear on one point: in luxury, the human touch is non-negotiable. Technology must enhance, not replace, the warmth of service that defines the guest experience.
The Future of Luxury Hospitality
From inspiring storytelling to AI-driven personalization, Agnieszka Rog-Skrzyniarz envisions a future where luxury brands thrive at the intersection of heritage and innovation. As travelers increasingly seek meaning, connection, and cultural depth, luxury hospitality must evolve to deliver experiences that are not only memorable but transformative.
Tags: International Luxury Hotel Association Interview, Agnieszka Rog-Skrzyniarz, Marriott International
