Do Not Participate in Beacon Technologies/Programs with Other Companies
Some hotels have been contacted by companies with invitations to consider joining various Beacon technology programs. Beacon technology is a bluetooth technology that would enable companies to push notifications to guests’ mobile devices when in close proximity to devices which they would like to install at Marriott-branded hotels. 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. Please note: this information will be shared with GMs via Weekly Update.
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. As we prepare for the next phase in this project, please avoid piloting or implementing programs from any other company at hotels in the Marriott portfolio.
If you have any questions or would like to notify Marriott of similar requests/opportunities, please contact Owner & Franchise Services.