Marriott’s Mobile Guest Services Program | December 2014 Update
Marriott is continuing to invest in our mobile revolution to create more connected relationships with guests – particularly with Next Gen travelers – who expect more.
THE NEW MARRIOTT MOBILE APP
More than 40% of traffic is coming via mobile. As a result, we are continuing to see stronger-than-expected growth in mobile revenues, which have exceeded $1.5B thus far this year. We will be launching the new Marriott Mobile App today, and this will begin the next phase in mobile development capability and flexibility, and most importantly, a vastly improved guest experience. Based on guest feedback, the new app experience is more personalized, with faster performance and information right at their fingertips.
ONE MILLION MOBILE GUESTS SERVED (AND COUNTING)
We are also celebrating that the 1,200 properties live with Mobile Guest Services have executed more than one million digital interactions globally. As we shared earlier this year, we are getting ready to launch Mobile Check-In and Check-Out to all remaining Select Service & Extended Stay hotels on December 10, which will expand this digital service to 4,000 hotels overnight and make it the largest mobile reach in the industry. Our guests are telling us that they love the new mobile services – in fact, they expect them and more.
EXPERIENCING MORE VIA MOBILE
We know our competitors are also investing in mobile, and our near-term differentiator is creating deeper “personal connections” with our guests through the digital conversation.
Mobile Service Requests
We have been co-creating Mobile Service Requests, including chat, with guests at 15 Marriott Hotels over the last year. With nearly 10,000 requests made to-date, we have seen tremendous success. We are preparing to roll out Service Requests in the Marriott Mobile App for our guests at approximately 700 full service hotels in 2015, including Marriott Hotels, JW Marriott, Renaissance, and select Autograph Collection hotels worldwide.
Guests love the convenience of being able to make requests prior to their arrival, communicate during their stay, and chat with the hotel staff from anywhere. One guest said, “I’ll look to book hotels with this service first.” Associates love it as well because they “never have to put a guest on hold again.” Hotels can manage multiple guest conversations at the same time, and with integration into Guestware, they can enable certain requests to be auto-dispatched to improve the speed of guest service via Guestware.
LocalPerks
We are also continuing to test new cutting-edge innovations. We have partnered with Marriott Rewards on LocalPerks, which allowed Marriott to be the first in the hospitality industry to use mobile “beacon” marketing technology. Now live at 14 Marriott Hotels, LocalPerks uses location-based messaging to communicate special Rewards offers and hotel information via the Marriott Guest Services mobile app as customers move throughout the hotel.
We are currently testing which offers resonate with guests and are seeing great results. Since first launching in July to three hotels, 80% of users viewed a message or offer, and hotel beacons sent 8,000 offers. We launched to an additional 11 digital “innovation” hotels last month and we will continue to evaluate the guest and hotel benefits of this service to determine next steps for further deployment.
THE MOBILE JOURNEY CONTINUES
We are continuing to explore and test new features; for example, we are working to develop a keyless entry solution for our new and existing brands. We know this solution needs to be scalable and affordable, instill confidence around security and usability, and be flawlessly executed for our guests.
Thank you for your leadership and support as we expand the Mobile Check-In and Check-Out offering portfolio-wide. The Marriott portfolio of brands maintains the highest trust among travelers, due in large part to the flawless execution of initiatives such as this new digital services platform.
We look forward to working with you as the mobile journey continues to truly delight guests with new ways to connect with hotel associates before, during, and after their stay.