Probably not planning to compete with Amazon, Facebook, and Google in profile-based digital advertising...
"The Marriott database contains not only credit card information but passport data. Lisa Monaco, a former homeland security adviser under Mr. Obama, noted last week at a conference that passport information would be particularly valuable in tracking who is crossing borders and what they look like, among other key data.Marriott Data Breach Is Traced to Chinese Hackers as U.S. Readies Crackdown on Beijing | NYT
But officials on Tuesday said it was only part of an aggressive operation whose centerpiece was the 2014 hacking into the Office of Personnel Management. At the time, the government bureau loosely guarded the detailed forms that Americans fill out to get security clearances — forms that contain financial data; information about spouses, children and past romantic relationships; and any meetings with foreigners.
Such information is exactly what the Chinese use to root out spies, recruit intelligence agents and build a rich repository of Americans’ personal data for future targeting. With those details and more that were stolen from insurers like Anthem, the Marriott data adds another critical element to the intelligence profile: travel habits."