Do Not Participate in Expedia iBeacon Program or Similar Technologies/Programs with Other Travel Companies
Some hotels have received an email from Expedia, Inc. inviting them to consider joining a pilot program for iBeacon technology, which is an Apple technology that would enable hotels to push notifications to apps on their guests’ mobile devices when in close proximity to that device (e.g., “Upgrade your room using the Expedia app before you check in.”). These services are not Marriott-certified channels as per Marriott’s Channel Standard For Third Party Distribution (the Channel Standards) and are in direct conflict with Marriott’s strategy. If not implemented correctly, these technologies may also create potential security and privacy risks. In compliance with the Channel Standards, neither Marriott-managed nor franchised hotels may participate in non-certified channels.
Marriott International is continuing to make strong connections with our next generation travelers in new, creative ways. Mobile and Digital Guest Services are core to this effort, and we ask for your support in staying true to our strategy of building this functionality in our core platforms and offering an enhanced experience while strengthening our direct channels. Marriott is currently in pilot and proof-of-concept phases of implementing the same or similar technologies that will create revenue opportunities returned directly to hotels, enhance our guest’s experience and build Marriott brand loyalty instead of providing these benefits to other organizations and channels.
As part of our Marriott Rewards next-gen strategy development, we are validating the guest, associate and financial impact of this type of service so we can determine its value and viability for broader deployment. Until Marriott completes its evaluation, avoid piloting or implementing programs and services such as iBeacon from any other travel company at hotels in the Marriott portfolio.
If you have any questions or would like to notify Marriott of similar requests/opportunities, please contact your account executive.