Marriott’s Mobile Guest Services Program | June 2015 Update
Continuing on our digital revolution in travel, Marriott is launching new “win the stay” digital initiatives to build on our foundational success.
We have had 3 million Mobile Check-Ins and Check-Outs to-date and are seeing an increase in mobile usage; the app is now used by 9.8% of Rewards guests, up from 4.5% globally as of the end of last year. Hotels are flawlessly executing the mobile guest experience, and mobile guests have a 2.0 point higher satisfaction with their arrival experience than non-mobile guests.
In the last two months, we also launched the Millionth Mobile Check-in Sweepstakes in North America, tripled our email volume with new email improvements, and reached more guests through the recent launch of the new Apple Watch and iPad applications. Additionally, we are surpassing our goals for 2015 with 8K mobile downloads per day.
With increasing usage and positive guest feedback, the team is focused on keeping the momentum going. With that in mind, we’d like to provide an update on the new mobile initiatives underway.
MOBILE REQUESTS: POWERED BY CHAT
With the launch of Mobile Requests to 46 global early adopter Marriott Hotels (MH) properties in May, we made our guests’ travel easier, more convenient, more assuring, and more enriching.
Travelers can ask for anything, anytime, anywhere with Marriott’s industry-leading Mobile Requests feature, which is now available on the Marriott Mobile App. In just four weeks, guests have made more than 4,200 requests, with 55% of requests being made before the guests’ stay. We know from guest feedback that this is a game changer and that we are building brand loyalty.
Specifically designed to enable guests to request services and amenities from their mobile device, the new personalized service will be launched globally over the coming months. Remaining MH properties will launch Mobile Requests beginning on August 25, followed by JW Marriott, Renaissance, Courtyard (outside the U.S.), and select Autograph Collection hotels worldwide on October 13.
As we launch this feature to more hotels, we appreciate your continued support. Testing for a Select Service and Extended Stay solution will also begin later this year.
SKIPPING THE DESK WITH MOBILE KEY
The next feature we are launching is Mobile Key, which is ranked as the #1 digital amenity by business travelers and the #2 amenity by leisure travelers. Guests desire more control of their arrival experience. They want to check-in before arriving and skip the desk using their mobile phone as a room key to open their door. Mobile Key also benefits the hotel, as it continues to reduce the transactional activities at the front desk and shifts the hotel staffs’ focus to greeting in the lobby. Above all, we know that Mobile Key must work for both guests and hotels every time.
While other hotel brands may already be deploying keyless entry to individual hotels and brands in 2015, Marriott’s goal is to dominate with our global deployment by the end of 2017, including a new brand standard. We are prioritizing the launch in Q4 2015 to new brands in the U.S. first, including AC Hotels by Marriott and MOXY Hotels.
We are also working with vendors to identify scalable and reliable replacement and retrofit solutions for existing hotel brands. Early learnings from our proof of concept at the Baltimore Marriott Waterfront have greatly informed this solution and timeline for these scenarios.
We will lead with Marriott Hotels, beginning pilot deployment in Q4 2015 and activating Mobile Key at remaining Marriott Hotels in the U.S. & Canada in 2016. Additionally, Mobile Key will be available at newly-opened AC Hotels and MOXY Hotels globally in 2016. We are finalizing this strategy now and will continue to share updates with you as we move forward.
LAUNCHING THE NEXT GENERATION ENTERTAINMENT PLATFORM
Marriott is improving the in-room entertainment experience – a feature that has become obsolete and a top guest complaint. Guestroom Entertainment is Marriott’s next generation entertainment platform, which enables a differentiated experience to help us stay relevant now and in the future with our next gen guests.
As communicated to you on May 8, this new platform is the brand standard for all U.S. hotels. The brand standard includes the installation of a set top box with branded welcome screens, interactive channel guides, channel banners, and over-the-top internet applications – like Netflix, Hulu, and Pandora – to the guestroom television. In an effort to provide a choice and ensure competitive pricing, three providers have been approved to deliver the entertainment platform; Enseo, Guest-Tek, and World Cinema.
All U.S. hotels (excluding those under a legacy contract signed prior to May 8, 2015) should contract with one of the approved providers to have the platform installed by November 30, 2016; audits will begin December 1, 2016. A global strategy outside the U.S. is in development.
TESTING MOBILE REQUESTS WITH FOOD & BEVERAGE (F&B)
Mobile Requests F&B provides an opportunity to expand F&B offerings and further connect with the next gen traveler. Research shows that millennials have a different mindset and focus on F&B. Guests want to order food and beverage items from their phone at any time during their travels, from anywhere, to be delivered anywhere. Beginning in Q1 2016, we will execute a test of this concept in order to quickly inform the most viable solutions for commercial launch later next year.
Knowing the importance of F&B to the next gen traveler, we will leverage Mobile Requests as a proof of concept platform. Our mobile requests platform gives us an opportunity to test quickly in a cost-effective manner to validate the research that shows that this is a compelling mobile offering for the next gen traveler.
WHAT’S NEXT?
As we explore and test new features to “win the stay” with our guests, we will continue to engage you along this journey. Our success is the result of the partnership of the more than 4,000 hotels who flawlessly execute against our digital services platform, and we thank you for your continued support.