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December 10, 2019 Owner & Franchise Communications

Mobile Key 2020 Deployment Approach Update

Now live at more than 2,700 hotels globally, Mobile Key is a critical part of our strategy to drive digital engagement and deliver a frictionless arrival for members. Our strategy to drive usage of the Marriott Bonvoy App continues to pay off; with over $7.4 billion in revenue in 2019, the app has demonstrated an over 60% year-over-year increase in app revenue, as well as a 28% YTD increase in monthly active users.

As Mobile Key scales, members will increasingly expect to benefit from a frictionless using Mobile Key. As a result, we expect to see continued growth in adoption as Mobile Key scales to the full portfolio in 2020 ahead of the January 1, 2021 brand standard compliance date.

Preparations for full portfolio deployment of Mobile Key in 2020 are underway. To handle the increased volume of hotels deploying next year, the Mobile Key deployment process is changing for 2020 to better support hotels in completing preparations and activating on schedule.

2020 Deployment Approach

With over 4,000 hotels in-scope for deployment next year, the deployment process is being adjusted to reduce bottlenecks. To ensure hotels have the support needed to activate Mobile Key, hotels were instructed to budget for third-party deployment support in 2020 to more effectively complete preparations and activate on schedule.

Under the 2020 budget instructions, hotels installing Mobile Key were instructed to budget for third-party support services as follows:

  • iT Support: Hotels were instructed to budget CapEx for $2,000 for iT services from a third-party provider. Hotels must complete highly complex iT preparations before lock vendors arrive to begin the installation or activation, and many hotels lack the iT expertise required to complete this work. This includes purchasing and setting up a new lock server, coordinating the PMS interface and configuration, coordinating with providers to update network configuration and firewall rules, and running cabling for the lock server, PMS interface, and key encoders throughout the hotel.
  • Project Management and Coordination Support: Hotels were instructed to budget OpEx for $2,500 project management and coordination support from a third-party provider. Successfully activating Mobile Key requires coordination across disciplines and with multiple vendors. With this service, a third-party vendor will coordinate all preparation activities and tasks to activate Mobile Key, including ensuring iT preparations are completed by the iT resource on time, scheduling lock vendors for install and server updates, coordinating the completion of key operational preparations, and providing on-site support for hotels to complete validation testing during go-live. This service is now mandatory for Managed by Marriott (MxM) hotels. Third-party support is currently optional for franchise hotels ($2,500), but will be increased to $5,000 for hotels that have not opted in or gone live with Mobile Key by August 1, 2020.

Vendor Options

Two vendor options are available to support hotels in activating Mobile Key.

  • Datatrend currently provides optional iT support for hotels activating Mobile Key. With over 30 years of Marriott experience specializing in on-property iT services, Datatrend has deep knowledge of Mobile Key and Marriott processes. For 2020, Datatrend will expand its offerings beyond iT services to include project management and coordination support. Managed by Marriott (MxM) hotels are now required to use Datatrend.
  • New for 2020, Centrada has been added as a secondary option for hotels. Founded in 2005, Centrada provides iT support to many franchise hotels in North America and has considerable experience supporting hotels in activating Mobile Key. For 2020, Centrada will also begin offering project management and coordination support for hotels activating Mobile Key.

Hotels will receive communications via the Weekly Update to sign up for deployment support. GMs will be asked to opt-in or opt-out of this support via the opt-in forms below by March 1, 2020.

Accountability Reminder

To ensure a consistent experience across the portfolio, the Mobile Key brand standard will be enforced as a major capital improvement under the Marriott Accountability Program. All hotels offering Mobile Guest Services must install and activate Mobile Key certified RFID BLE locks by January 1, 2021. Hotels not compliant with the Mobile Key brand standard will enter the red zone in 2021.

Given the volume of hotels deploying Mobile Key in 2020, it is critical for hotels to request and sign a quote for lock upgrades or replacements as soon as possible. Hotels should plan to sign a quote at least six months prior to their lock installation.

Hotels that have not signed a quote or started preparations for Mobile Key by Q2 2020 will be at risk of non-compliance with the brand standard.

For more information and resources to get started, visit the Mobile Key MGS page.