DESTINATION: INNOVATION

“The biggest trend in travel is that people are looking to engage with hotels at a much more personal level,” says Toni Stoeckl, “a level that goes beyond mere functionality.” As vice president of lifestyle brands for Marriott International, which operates some 4,500 properties in more than 87 countries, Stoeckl and his team are focused on bringing these desires to life for their guests.

Marriott’s design process begins with an exploration of the travelers themselves. “What makes them tick?” asks Stoeckl. “What do they like to do personally and professionally? How do we create emotional experiences that connect with them?” More and more, the answers are less demographic than psychographic, a reflection of the diverse ways in which travelers today encounter new places and draw value—utility, accomplishment, joy,