J W Marriott bets on food, weddings and uses data to craft Indian identity

In India we need to position F&B extremely well. It is a huge talking point and it is one of the brand's pillars, said Neeraj Govil, Area vice president, South Asia

The flagship brand of Marriott International, the J W Marriott group, is reinforcing its focus on food and beverage (F&B) and styling its properties to cater to the uniquely Indian desire for grand weddings in its bid to win over the growing tribe of domestic customers. While adapting to local needs and preferences is not new, the voluminous amount of customer data at its disposal today, as it is in fact with hotels across the world, is helping target localisation efforts more finely. It is also making it easier for JW Marriott to train its lens on millennial travellers. However,