For more than 100 years athletes, celebrities, world travelers and locals alike have all flocked to Pebble Beach Resorts. This stunning slice of California’s Monterey Peninsula is home to world-famous golf, world-class accommodations and out-of-this-world scenery. As tech savvy travelers make the journey to this bucket-list destination, Pebble Beach wanted to meet expectations for a relevant and engaging digital experience to help visitors explore the resort while tapping into new revenue streams.

Photo of golfer on Pebble Beach


Not your parent's road trip

Traveling is a vastly different experience than it was just 20 years ago. Gone are the days of paper maps and surly gas station attendants with suspect recommendations. Today’s travelers want to explore, seek new experiences, and taste local culture with the digital convenience they have come to expect from their mobile phones. The new normal is reading reviews, consuming information and weighing options about everything from hamburgers to hangouts, all in the palm of your hand.


Let a Watson virtual concierge be their guide

To modernize the way visitors explore the iconic resort, Pebble Beach launched the Pebble Beach Resorts mobile app. Powered by the artificial intelligence of IBM Watson, the app lets visitors experience the area as if they’re traveling with a local guide. With its natural language capabilities, the app provides relatable answers to questions such as, "Where can I get a burger?", enabling visitors to discover hidden gems and dining, drinking and shopping options they may have missed otherwise. They can also use the app to explore the resort and experience the California coast via two curated driving tours, among other capabilities.


New revenue streams and a personalized Pebble Beach experience

With the Watson virtual concierge, Pebble Beach is making customer interactions more personal, relevant and valuable. The app's ability to learn from locals helps visitors satisfy their desire to explore the resort and discover hidden local treasures along 17-Mile Drive. And with push alerts that send promotional notifications to visitors about special food and retail offerings throughout the resort, Pebble Beach Resorts generates new revenue streams.

Photo of Pebble Beach shops

How Pebble Beach Resorts is putting Smart to Work

People using natural language and insights

IBM Watson Assistant

IBM Watson Assistant uses natural language and insights from locals to create a virtual concierge that helps visitors discover the many dining, drinking and shopping options throughout the Pebble Beach Resorts.

Screen shot of Virtual Concierge with Watson


IBM iX works at the intersection of strategy, creativity and technology to help clients like Pebble Beach digitally reinvent their businesses.

Planning analytics in the Pebble Beach store

IBM Planning Analytics

IBM Planning Analytics on the IBM Cloud collects and analyzes data, designed so that the resort can manage retail operations, ensuring positive customer experiences.