Update to Marriott’s Property Internet Strategy: Free Wi-Fi to Rewards Members in Full Service Hotels
Complimentary Internet access is one of the top amenities guests are seeking when selecting a hotel. Based on consumer research, we believe that providing this benefit increases guest satisfaction and loyalty, particularly among next-generation travelers. Our strategy has been that Marriott would not be a first-mover in this space; however, recent conversations with many of our owner and franchise partners, combined with overwhelming customer demand, have led us to conclude that we need to reward our most loyal customers by providing them with free Wi-Fi in our full service hotels.
As such, Marriott will announce later today that beginning on January 15, 2015, we will begin providing free Wi-Fi to all Marriott Rewards members who book directly via Marriott.com, Marriott’s mobile app, and 1-800-MARRIOTT, or through a Marriott-branded hotel. This new Marriott Rewards benefit will be available at Marriott Hotels, JW Marriott, Renaissance Hotels, Gaylord Hotels, Autograph Collection Hotels, AC Hotels by Marriott, Marriott Executive Apartments, and The Ritz-Carlton.
The new program benefit will provide complimentary basic “Essential” Wi-Fi access to all Rewards members who book through direct channels. Marriott Rewards Platinum and Gold Elite members will continue to enjoy an exclusive benefit – free “Enhanced” Wi-Fi where available. Hotels will continue to honor commitments with accounts and groups with negotiated agreements.
Motivating customers to book directly is a critical component of Marriott’s Global Distribution Strategy. Providing free Wi-Fi to Rewards members who book directly drives revenue through our lowest-cost reservations channels. In addition, by booking directly with Marriott, our 47 million Marriott Rewards members who currently deliver 50% of paid room nights each year will get the best stay experience, including mobile check-in and check-out, Rewards points and the ability to personalize their room.
Although this new benefit will impact Internet revenue, we expect some offset as a result of shifting room nights from intermediated channels to direct bookings. We have developed a template to help hotels gauge the financial impact of this change to their property. The template will be distributed to hotels via the Weekly Update.
NOTE: This information was not included in the 2015 Budget Guidelines provided for Marriott-managed and franchised hotels.
Detailed operational guidelines, including a “Land-It” task list, have been developed and will be distributed to hotels in the coming days. For more information and FAQs, please visit the Property Internet page on MGS. If you have any additional questions, contact Owner & Franchise Services.
We appreciate your support in ensuring we are able to maintain the loyalty of our high-value Rewards members and attract new guests to the program.