You have introduced new developments to your Tastefuli personalisation app - what have you done?
Tastefuli is the leading adult beverage and food experience ecosystem for consumers, and the premier loyalty platform for businesses that serve them. The ecosystem consists of restaurants, hotels, retail, wineries, distilleries and breweries as well as hot air balloons and supercar drives. We started in the Napa Valley and moved across the Bay Area in 2025.
Why did you want to move into hotels and hospitality?
Guests at Marriott Napa Valley can use Tastefuli app to access over 400 personalised food and drink experiences in the region
Hotels and restaurants anchor travel experiences in wine and spirit production destinations and foodie-focused cities. Travellers want food and drink that appeals to their personal tastes when out and about, and where they stay. Hotels and restaurants want loyal guests. Our software brings them together based on individual taste preferences.
How did the relationship come about ?
The Napa Valley Marriott wanted to use digital technologies to personalise and enhance the guest journey while addressing the realities of a dynamic labour market.
Tastefuli elevates the discovery of wine, spirits and foods for their guests with offerings rooted in individual taste preferences, using our patented, Preferabli Sensorial AI℠.
What were the Marriott's key objectives and how have you gone about meeting them?
Marriott Napa Valley wanted to give its guests a better personal service and have turned to Preferabli to provide it in food and drink
The Napa Valley Marriott wanted to meet the evolving expectations of today’s travellers by offering a curated, personalised service that starts even before guests even set foot on the property. Then whilst there, they wanted to offer guests the ability to create personalised itineraries across the Napa Valley and get taste-based recommendations.We have deep experience in bringing winery and distillery experiences alive, and the ability to personalise these experiences within an itinerary using our proprietary algorithms and data set drives loyalty. We have also developed an extensive base of content and are bringing that content alive through a dynamic social media strategy with our partners.
What does that mean for guests staying at the Marriott in Napa Valley?
Guests can book experiences that reflect the heart of Napa Valley hospitality, whether that is for a memorable tasting or other local adventure. We have curated hundreds of tastings at wineries, distilleries and breweries, as well as restaurants and cafés – and present just the right combination of experiences in personalised itineraries.
So, this covers both the wine personalisation that you are specialists in as well as other aspects of someone's stay at the hotel?
Yes. Guests will be able to pair wine and spirits with their food choices on the property based on their individual taste preferences.
The software also supports the concierge software we license to Marriott, and food and beverage operations generally. The partnership marks the first time such advanced software has been integrated into a destination hotel in Napa.
What developments have you had to make to Tastefuli to meet Marriott's requirements?
We did not need to make any changes. We built our software to work at scale across the entire market – including hotels and restaurants, retail and consumer platforms – so no customisation was required. Indeed, we can get this up and running for any hotel, restaurant, retailer or producer in a matter of days.
What challenges did you have to achieve this and how did you overcome them?
Building software that behaves like a human expert at scale used to be the greatest challenge we overcame, and then we started to integrate into partner platforms.
The technical infrastructure was almost always outdated, so rather than integrate with our partners one at a time we just built an app that anyone can engage with using a QR code.
Why did they want to do this in Napa?
Napa wine country is a world-renowned wine region in northern California, just north of San Francisco International Airport. The region is home to hundreds of wineries as well as upscale dining and many other activities, including spas, shopping, art, music, hiking and cycling. Everyone involved felt it was the perfect place to start.
Do you have ambitions to work with other hotel groups and potentially offer this to other hospitality groups, private clubs and sports membership clubs etc?
We do. We will be announcing more new partnerships in Napa and across the Bay Area in early 2026. We are then expanding throughout the west coast and across North America, including the United States and Mexico. We have spectacular partnerships in the offing across the UK as well, about which we’re particularly excited. More on that very soon.
What other developments have you made in the last six months?
The infrastructure for this experience ecosystem. We’re imagining a world driven by individual preferences, using machine intelligence with human touch. More than ever, the industry needs ways to attract and retain consumers in what has become an increasingly competitive market. Businesses only need to craft and present their experiences. Our software will do the rest.
* Preferabli is a commercial partner of The Buyer. You can find out more about what they do here.
