Marriott brings AI concierge to Napa, transforming how guests pick wine

The Napa Valley Marriott has become the first destination hotel in the region to embed Preferabli’s patented AI technology into its guest experience, offering personalised food, wine and spirits recommendations at scale.

The Napa Valley Marriott Hotel & Spa has partnered with Preferabli, the AI-driven product and experience recommendation platform, to deliver tailored itineraries and taste-based suggestions for guests across the valley.

The collaboration marks the first time this level of recommendation software has been integrated into a destination hotel in Napa. Guests can now use the Tastefuli app by Preferabli to receive personalised guidance on wine, spirits and food, both on property and when exploring the region.

According to the hotel, the Preferabli Sensorial AI ℠ underpins the new service, offering recommendations rooted in individual taste preferences. The software supports the concierge team and the hotel’s food and beverage operations, including wine and spirits pairing based on guest profiles.

Rachel Wilson, general manager of the Napa Valley Marriott, said: “Tastefuli is a huge driver of guest satisfaction. We’re enhancing the guest journey while addressing the realities of a dynamic labour market, ensuring consistently high levels of guest satisfaction as we drive long-term growth.”

She added that the technology allows the hotel to meet “the evolving expectations of today’s travellers” with curated and personalised service that begins before guests even arrive in Napa.

Building personalised journeys

Pam Dillon, co-founder and CEO of Preferabli, said the company is “imagining a world driven by individual preferences, using machine intelligence with human touch”.

“Our software extends the bounds of what it means to create truly personalised experiences and vibrant ecosystems, starting in the Napa Valley,” she said.

Co-founder and CTO Andrew Sussman noted the platform can deliver personalised journeys “anywhere in the world of hospitality and travel, including at wineries, breweries and distilleries”. He said the experiences are powered by Preferabli’s proprietary algorithms and data set, which the company describes as the most comprehensive in the industry.

Dillon added: “We believe technology can deepen human connections. Our partnership with the Napa Valley Marriott proves this thesis. By combining our patented software with Marriott’s commitment to excellence, we’re elevating the guest experience at scale – a win for guests, a win for Marriott, and an important milestone for us.”

The hotel and the tech behind it

The Napa Valley Marriott Hotel & Spa sits off Highway 29 and offers more than 22,000 square feet of event space alongside its guest rooms, pool, gardens and the on-site SpaWell.

Preferabli, which holds 15 patents for its AI, works across wine, spirits, beer, sake, craft cocktails and food, and is used in 100 countries. It has recently struck partnerships with M&S in the UK and Albertsons in the US. Its consumer-facing Tastefuli platform is available on iOS and Android.

The hotel says the new AI-powered system will help visitors book tastings and local experiences that reflect “the heart of Napa Valley hospitality” while deepening guest engagement through personalised discovery.

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