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Today, Merkle, a dentsu company, announced the release of Customer Value Hub (CVH) for Travel & Hospitality, a solution built on Adobe's CX Enterprise system and powered by Merkle's intelligence layer to deliver stronger customer experiences for Travel & Hospitality brands.
Travel & Hospitality brands continue to face mounting pressure from a changing customer journey, with online travel agencies and intermediaries accounting for roughly 63% of hotel bookings1 — costing brands an estimated $40B2 or more annually in commissions and limiting visibility into guest intent and preferences. AI-powered discovery is also reshaping how travelers research, with 56%3 of travelers now using AI to plan trips. Meanwhile, the high-intent pre-booking, in-stay, and post-travel planning windows, the days when the brand is most relevant, are too often left to generic one-to-many batch communications.
Customer Value Hub for Travel & Hospitality can help brands navigate this dynamic customer environment, recovering direct relationships from intermediaries, turning one-time bookings into loyalty, and unlocking revenue in the high-intent planning windows that competitors treat as generic touchpoints.
As an industry-native intelligence layer that extends Adobe Journey Optimizer's capabilities, CVH uses AI agents and expanded data signals to uncover new audience segments and insights, feeding tailored offers into Journey Optimizer for decisioning and activation across channels. The solution is built on Adobe's new CX Enterprise architecture and is designed around first-party, consent-governed data and regional data-sovereignty requirements. The agentic solution operates in collaboration with Adobe’s tech stack to further personalize the customer experience.
“Travel and hospitality brands don’t need another platform. They need a way to act on what they know and learn about their guests, in moments that matter. This solution with Adobe turns industry expertise into measurable outcomes.” — Pete Stein, Global President, Merkle
“With Customer Value Hub, Merkle extends Adobe Journey Optimizer and our CX Enterprise architecture into an agentic solution built for travel and hospitality, helping brands bring together guest, loyalty, booking, and behavioral signals to create decision-ready intelligence in the high-intent moments that turn bookings into lasting customer loyalty. It’s a clear example of how Adobe’s partner ecosystem helps our shared customers move from insight to impact.” — Alison Webster, Global Vice President, Partner Organization and Strategic Customer Partnerships, Adobe
As an Adobe Platinum Partner, CVH for Travel & Hospitality is the latest milestone in an ongoing strategic initiative between Merkle, dentsu, and Adobe to deliver industry-specific CX solutions, with additional offerings in development across multiple industries. The launch of CVH for Travel & Hospitality marks the second solution launch in 2026, following the March release of Experience Concierge for Retail.
Merkle and Adobe are set to host a roundtable at the Skift Global Forum on September 23, 2026.
To explore what Customer Value Hub means for your brand, contact us to set up a workshop. Learn more about the Merkle and Adobe industry solutions here.
1 Cloudbeds, "State of Independent Hotels”, 2026.
2 A derived estimate based on global bookings for Online Travel Agencies and an increase in commission rates.
3 https://www.travelagewest.com/Industry-Insight/Business-Features/ai-travel-planning
About Merkle
Merkle, a dentsu company, powers the experience economy. For more than 35 years, the company has put people at the heart of its approach to digital business transformation. As the only integrated experience consultancy in the world with a heritage in data science and business performance, Merkle delivers holistic, end-to-end experiences that drive growth, engagement, and loyalty. Merkle’s expertise has earned recognition as a “Leader” by top industry analyst firms, in categories such as digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, CRM and loyalty, and customer data management. With more than 16,000 employees, Merkle operates in 30+ countries throughout the Americas, EMEA, and APAC. For more information, visit www.merkle.com.
