Personalization, Data, and Digital Ease: Luxury Experience Marketing Committee
In June 2025, the International Luxury Hotel Association gathered marketing, tech, and operations leaders for the Luxury Experience Marketing Committee, sponsored by Amadeus. The roundtable explored how luxury hospitality brands are redefining engagement through data, innovation, and human connection.
“From the agency’s perspective, it’s sometimes really difficult to get that data from the clients,” said Agita Jaber, President at JF Social. “Especially if they have multiple agencies managing parts of the journey.” Her comment reflected a shared challenge: limited visibility across marketing channels and fragmented ownership models.
Bridget Tran, Chief Marketing Officer at Method Co, shared her tactical approach: “We rely on our first-party data… and wherever it is working, put more effort and time there.” Meanwhile, Joe Spirito, Vice President of Innovation & Partnerships at Amadeus, urged marketers to think holistically: “You have to anticipate results and come up with an algorithm that makes sense.”
The committee emphasized the power of personalization rooted in psychology. “We emulate the speech of our guests,” Tran added. “Making yourself relatable will drive you more business.”
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Tags:Agita Jaber, International Luxury Hotel Association, Bridget Tran, Amadeus
