Mobile Guest Services Update | Marriott-Branded Hotels | April 2017
In 2017, we look forward to continued growth of the Mobile Guest Services program with services that create a superior guest experience, enabling guests to access internet TV and use their mobile device to check-in, submit requests, chat with an associate, and open their guestroom door. As part of Marriott’s “Book Direct” strategy, mobile services contribute to increased guest satisfaction, with mobile guests’ arrival experience demonstrating a 2.5pt premium YTD over traditional check-in methods.
As we continue to drive innovation in the digital space, it is imperative that we leverage our ability to integrate through existing platforms. Marriott will not support unapproved individual property apps and third-party tools (e.g., Alexa). We must ensure a consistent and secure guest experience, which individual property apps and third-party providers are not able to offer.
In 2017, we are continuing the Mobile Guest Services journey as we deploy Mobile Key to all MH hotels in North America, pilot Mobile Dining, and establish Guestroom Entertainment as a brand standard in all continents. The mobile usage rate is nearly 18% across all hotels globally, and we expect the recently redesigned Marriott Mobile App and continued deployment of Mobile services will contribute to even stronger guest engagement. In addition, we are laying a foundation for future services and working from common platforms as we enhance our mobile offerings and expand them across the new portfolio of former Starwood brands.
Mobile Key
Currently live across 27 hotels globally, Mobile Key provides guests with the opportunity to use their mobile phone as their room key. We are continuing deployment of Mobile Key to all Marriott Hotels, Moxy Hotels and AC Hotels in the US/Canada by the end of Q4 2017, with the brand standard for MH to be enforced for US/Canada beginning in 2018. Mobile Key will expand to MH Hotels in other continents in 2017 and other brands in 2018. Properties that can implement the solution may launch earlier.
By 2020, hotels will be required to meet the Marriott Lock Standard (published in May 2015) for Mobile Key certified RFID BLE locks (100% of guestrooms and all guest common areas). Currently, Saflok (Dorma Kaba) is the certified lock vendor in the Lock Standard. However, the Lock Standard will be updated with two additional lock vendors (Assa Abloy/Ving and Onity), once final contract negotiations are complete. A detailed communication will be distributed in the coming weeks when the Lock Standard is updated. MH hotels in the US and Canada are eligible for a one-time incentive of up to $75 per lock to help offset the cost of lock retrofits or replacements completed by the end of 2017.
Mobile Dining
Mobile Dining will allow guests to place orders for food and beverages from the hotel via their mobile devices from anywhere, before and during their stay, enabling guests to “skip the line” at outlets, such as the Courtyard Bistro. A robust Mobile Dining feature will be a key contributor to driving revenue in hotel outlets.
This initiative will be piloted in Marriott Hotels and Courtyard properties in North America beginning in Q3 2017.
Guestroom Entertainment
Guestroom Entertainment is an industry leading platform that elevates the guest’s television experience. To date, more than 1,400 Marriott hotels have contracted to install the Guestroom Entertainment platform. As of Q1 2017, Guestroom Entertainment is now included in Marriott’s Brand Standard Audit (BSA) within the operations standards section and has a score impact of 16 points.
Should you have any questions related to mobile services, please contact mobileservices@marriott.com. As we continue this journey to make technology easy, intuitive, and cost effective, we thank you for your continued support.
