Mobile Key to be Enforced Under Marriott Accountability Program
Usage of the Marriott Bonvoy App is rising, with over 25% of members using Mobile Check-In. Since over 80% of app bookings are made by Elite members, driving digital engagement means better serving our most loyal members. Our strategy continues to show results, with $5.2 billion in App Revenue in 2018 and $3.5 billion so far in 2019, representing 70% growth year over year.
Mobile Key is a critical component of Marriott’s Mobile Guest Services strategy to drive member engagement and usage of the Marriott Bonvoy App. By allowing members to use their smartphone as their room key, we not only enable expedited arrivals for eligible members, but also make the Marriott Bonvoy App essential to the stay experience, driving direct bookings and encouraging loyalty enrollments.
Mobile Key has scaled quickly since 2018, with over 1,850 hotels live and 3,000 expected by the end of 2019. Continued scale is needed to drive adoption and enable a consistent experience across the portfolio.
To ensure continued scaling of keyless entry, the Mobile Key brand standard will be enforced as a major capital improvement under the Marriott Accountability Program. All hotels must install Mobile Key certified RFID BLE locks and must activate Mobile Key by January 1, 2021. Hotels not compliant with the Mobile Key brand standard will enter the red zone in 2021 under the Marriott Accountability Program.
All hotels that have not installed Mobile Key certified RFID BLE locks are required to budget for lock upgrades and replacements in 2020. Hotels are encouraged to contact a lock vendor, sign a quote for lock replacements, and begin the iT preparations needed to activate Mobile Key.
We are committed to Mobile Key as a strategy to continue this growth into the future and are continuing to invest in the platform to make it easier for guests and associates.
For more information and resources to get started, visit the Mobile Key MGS page.
