Mobile Guest Services Update| Former-Starwood-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 will begin launching Mobile Guest Services to Starwood properties, starting with Guestroom Entertainment, Mobile Check-In and Check-Out via the SPG app, and continued support and deployment of SPG Keyless by the Marriott Mobile team. As we begin deploying Mobile Guest Services to Starwood properties, we are continuing to innovate and pilot new services to add to our Mobile offerings and will share more information about Marriott’s Mobile strategy in the coming year.
Guestroom Entertainment
Guestroom Entertainment is an industry leading platform that elevates the guest’s television experience. Designed to meet the expectations of next generation travelers, Guestroom Entertainment is a flexible, scalable platform that addresses guest demands for streaming content and services. The platform includes HD
programming, an interactive program guide, channel banner functionality, brand voice customization, integration with customer PMS folio, and internet-based television offerings (e.g., Netflix, YouTube, Hulu, Pandora, Crackle) that vary based on geographical availability.
Guestroom Entertainment will become a brand standard for Starwood properties, this month. While compliance dates will be dependent upon budget and contract end dates, properties will be able to begin the process of installing the platform using one of our three approved vendors: World Cinema, Guest-Tek, and Enseo. Detailed information on brand standard specifications and compliance dates will be published on the Platform in mid-April and will be accessible for GMs. For more information about budgeting for Guestroom Entertainment costs, click here.
Mobile Check-In/Check-Out
Mobile Check-In allows guests to begin engaging with the hotel the morning prior to their arrival by telling us what time they are arriving and selecting applicable
preferences, such as late check-out requests. Guests receive a notification when their room is ready and their keys are ready upon arrival. On the morning of their departure, guests receive a notification to use Mobile Check-Out and may choose to receive their folio via email.
We will pilot Mobile Check-In/Check-Out using the SPG App with 20 Starwood properties in the U.S. this month and 30 Starwood properties outside of the U.S. in July. Following the pilot, we will launch to all Starwood hotels (excluding SPG Keyless hotels at W Hotels, Aloft, Element, and Design Hotels) in the U.S. in July and outside the U.S. in November. More information will be shared as the implementation period approaches.
There will be no incremental costs to the properties in 2017 for this program. Additional guidance for costs in 2018 will be communicated in the budget instructions. Mobile Check-In/Check-Out is planned to become a brand standard in 2018.
Mobile Key & SPG Keyless
SPG Keyless and Marriott Mobile Key provide guests with the opportunity to use their mobile phone as their room key. It offers a complete mobile check-in experience by giving guests more control over their arrival experience, while enabling hotels to have more time to focus on personalizing service for their guests. Earlier this year, the Marriott Mobile team began supporting SPG Keyless and will continue deploying SPG Keyless to all new build Aloft, Element, and W hotels in 2017. All SPG Keyless hotels will transition to the Marriott Mobile Key solution in 2018.
We recommend all non-SPG Keyless hotels continue installing locks compatible with the Marriott Lock Standard. Once lock vendor contracts are finalized, Starwood hotels will have three lock vendors to choose from (i.e., Saflok by Dorma Kaba, Assa Abloy (Vingcard), Onity). SPG Keyless brands (W, Aloft, Element) must use Assa Abloy until the solution has been transitioned to the Marriott platform. To reduce the cost and complexity of conversion with the Reservation System and Channel Deployment + Loyalty Platform launch in 2018, non-SPG Keyless hotels installing locks will not activate SPG Keyless or Mobile Key until 2018.
Mobile Requests
Mobile Requests allows guests to use the Marriott Mobile App 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. To date, guests have made 1 million requests for everything from arranging amenities for special occasions to letting us know their flight was delayed.
In 2018, all Starwood-branded hotels will receive Mobile Requests as part of a larger system upgrade. In the meantime, we ask that hotels do not extend current messaging/SMS systems beyond December 31, 2017. Further guidance will be provided in the second half of 2017.
Other Technology Guidance
As we develop a Global Property Network Standard (GPNS) for all properties that is similar to the existing standard for Marriott brands, we ask that you do not enter into any long-term contracts with internet providers or extend any contracts beyond minimum renewal options (month-to-month is recommended). CAPEX instructions will be available in 2018.
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.
