Mobile-Digital “Win the Stay” Update | July 2016
Since we started the mobile journey several years ago, Marriott has focused on remaining innovative and relevant to guests. Marriott’s Mobile Guest Services are increasingly becoming a driver of guest satisfaction as we adapt to the changing travel landscape.
Since launch, mobile take rate has grown to 16% of Marriott Rewards arrivals across all hotels, globally. We’re on track to surpass our mobile app revenue goals for 2016, and the app accounted for almost 35% of total mobile room nights this year. According to year-to-date guestVoice results, hotels are delivering a 2.6-point higher satisfaction with their check-in experience for mobile users versus non-mobile. These results also highlight the significance of Mobile Guest Services in our “Book Direct” strategy.
As we’re already halfway through 2016, we wanted to share what’s new and happening with our mobile-digital platforms.
MOBILE CHECK-IN/CHECK-OUT: Get Your Room Faster
As we recently surpassed 12 million Mobile Check-Ins/Check-Outs, we continue to focus on improving the check-in experience and working with hotels to drive mobile usage. In May, we launched new Elite Enhancements for our most loyal guests, including late check-out requests during Mobile Check-In and room upgrade notifications.
In June, we activated a refreshed pre-arrival email highlighting prioritized room assignment for guests that use Mobile Check-In. Since that time, we have seen an increase in guest usage of the app. We will continue to leverage our marketing channels to drive awareness of the benefits and usage of the Marriott Mobile App.
MOBILE KEY: Swipe. Tap. Unwind.
Mobile Key offers a complete mobile check-in experience by giving guests more control over their arrival experience and enabling hotels to have more time to focus on personalizing service for their guests.
Since testing began last year, 15 Marriott Hotels and 2 MOXY hotels have processed more than 25,000 Mobile Keys for their guests. Following is a brief summary of the deployment timeline:
- Approximately 115 Marriott Hotels are projected to activate Mobile Key this year and all Marriott Hotels in the U.S. and Canada are expected to launch by the end of Q4, 2017.
- Brand standard for MH is proposed to take effect beginning in 2018.
- Global pilot to begin Q3 and run the through end of 2016 across Europe, CALA, Asia Pacific, and MEA.
Marriott Hotels Lock Incentive (U.S. & Canada):
As a reminder, to help facilitate the deployment of the Mobile Key Certified Lock Standard at Marriott Hotels in the U.S. & Canada, we are providing a one-time incentive of $75 per lock to help offset the cost of lock retrofits or replacements. Lock installations must be complete and payment request submitted by the end of 2017 to qualify for the incentive.
Expanding to Other Brands:
Additional brands should focus on CapEx and OpEx budget instructions and will begin rolling out in 2017.
New Builds, New PIPs, and New Lock System Replacements:
All brands should install 100% of lock inventory with Mobile Key Certified RFID with BLE locks.
Refer to the Mobile Key Certified Lock Standard published in May 2015 that aligns with this strategy. In addition, properties need a Marriott-imaged server to enable Mobile Key. Additional information on implementation activities will be forthcoming.
MOBILE REQUESTS: At Your Service, Anytime
Currently available at over 700 full service hotels globally, Mobile Requests allows guests to request various amenities (e.g., towels, valet, housekeeping, etc.) or chat with an associate on property in real time before, during, or after their stay.
Since launch in Q4 2015, guests have made nearly half a million requests, from arranging amenities for special occasions to letting us know their flight was delayed. With over 50% of requests received before the guests’ stay, hotels are able to prepare for their arrival and personalize their stay.
In May, we launched Mobile Requests to 18 select service and extended stay (SS/ES) pilot hotels, who partnered with us to co-create a solution called “GuestRequest powered by Salesforce” (compared to Guestware used by full service hotels), a cloud-based platform that supports the execution of Mobile Requests on property. We received positive responses from pilot hotel associates on the ease of use and the operational benefits. Additionally, this tool will allow hotels to track on-property requests and provide on-property, as well as above-property, reporting capabilities.
The Mobile team is now preparing to launch Mobile Requests to an additional 180 SS/ES early adopter hotels on July 19 and a broader launch to the remaining 3,000 SS/ES hotels in mid-November.
Aside from the monthly property charge, there is an annual chat license fee to the hotels of $454, which has been communicated in the operating budget instructions.
MOBILE PLACES
As our guest profile changes and rewards members expect more recognition, Marriott is implementing beacon and geo-based technology in hotels to gain insights about guest behavior and interests. Mobile Places is a proximity-based data collection and messaging platform, enabled via beacons, that collects guest touch points and delivers real-time personalized messages via the Marriott Mobile App.
Marriott validated Gimbal as its scalable enterprise vendor for beacon technology. With activation complete at 22 pilot properties since June, these beacons, in addition to geo fences, are digitized “places” that will be leveraged to deliver content via the app beginning in 2017. From a welcome recognition message to special offers to drive traffic to outlets, Mobile Places uses a guest’s historical interaction with Marriott to deliver the most appropriate content in real-time.
Beginning in August, we are preparing for full deployment to 500 hotels, which will include select properties from the MH, RH, JW, Autograph, Gaylord, Delta, AC, and MOXY brands. There are no initial costs to the hotel for Mobile Places, as the beacons are covered by the program.
MOBILE DINING: Inside. Outside. Poolside. Bedside.
The integration of loyalty (earn/redeem) and gift card/dining club, as well as leveraging Mobile Places to activate wayfinding, is foundational to our long-term mobile vision. In May, we completed the Mobile Dining operational proof of concept at 11 Marriott Hotels and 6 Ritz-Carlton hotels. This feature allowed guests to order F&B from the hotel through their mobile devices from anywhere, before and during their stay. Our learnings proved that guests value and desire this service, and hotels are able to execute on property.
We are currently testing solutions that are integrated with GPOS (Micros Simphony) to remove any manual components in the ordering and menu management process. We expect to communicate future deployment plans when the tests are fully complete in late Q3/early Q4.
GUESTROOM ENTERTAINMENT: Next Generation of In-Room TV
The Guestroom Entertainment platform provides a differentiated experience specifically designed to meet the expectations of next generation travelers, offering a compelling, globally consistent interaction.
All remaining U.S. and Canadian hotels should take steps to install the platform today to prepare for Guestroom Entertainment to be included in the Brand Standard Audit in January 2017, in which we anticipate having the highest possible score impact. As a reminder for Marriott Hotels, we are offering an incentive of $4/room/month for one year through November 1, 2016. In order to be eligible for the incentive, MH properties are required to show proof of contract with an approved provider by November 1, 2016. Hotels with existing Sonifi contracts may terminate the contract and take advantage of the Video on Demand service. Review details on MGS for more information.
Moving forward, hotels should not sign contracts with television or programming providers before making sure they are in compliance with the standard.
As we continue to drive innovation in the digital space to care for the needs of our loyal customers, it is imperative that we leverage our ability to integrate through the Marriott Mobile App. Marriott will not support unapproved individual property apps and third-party tools. We must ensure a consistent and secure guest experience, which is something that individual property apps and third party providers are not able to offer.
Please reach out to us at mobileservices@marriott.com for any questions or guidance about mobile services. As we continue this journey, we’d like to thank you for your continued support as we explore and launch new features.
