Applied to:
This award recognises a significant transformation of operating model, organisational structure or core processes delivering measurable efficiency gains and structural value creation. The transformation may be operational, organisational, technological or hybrid, and must demonstrate tangible impact beyond incremental optimisation.
The project:
Marriott International’s Automated Complimentary Upgrades (ACU) system uses AI to transform elite guest recognition.
Powered by the CUE Engine, the platform acts as a digital twin of each property, analyzing inventory, guest preferences, and revenue rules to instantly assign upgrades for Marriott Bonvoy Gold+ Elite members. Developed in 120 days, ACU executes in seconds, saving 25,000 staff hours in two months and improving satisfaction (+5.3 pts in Elite Appreciation).
With real-time, no-code configuration across markets, ACU combines efficiency, scalability, and human focus in guest experience.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
