design de serviços digitais - mariana cavalcanti

DIGITAL SERVICES AT MARRIOTT

Mariana Cavalcanti - VP Digital User Experience

85 years in the service industry74 countries18 brands3,800 hotels150,000 associates

Gen Y will be 50% of the workforce by 2018They use mobile 3X more than boomersThey are 2X more likely to book on OTAs

PC WEB eCOMMERCE

U$10.4 Billion

in 2013

OMNI-CHANNEL

EXPERIENCE

CREATING AN OMNI-CHANNEL TRAVEL EXPERIENCE

BOOK A HOTEL

TRAVEL TO AIRPORT;PARK CAR;GO THRUTSA/FLIGHT

TRAVEL FROM AIRPORT TO HOTEL

ARRIVE AT HOTEL; CHECK-IN

ARRIVE AT ROOM

PREPARE FOR MEETINGS;WORK

EAT; WASH UP; SLEEP & REST

EXPLORE THE CITY; OFF PROPERTY EXPLORATION

EXPLORE ACTIVITIES ON PROPERTY

GET READY TO LEAVE;CHECK-OUT;DEPARTURE

TRAVEL FROM HOTEL TO AIRPORT

GO THRU TSA; FLIGHT; HEAD HOME

PRE-ARRIVAL ON-PROPERTY STAY POST-STAY

The digital user needs

BOOK A HOTEL

TRAVEL TO AIRPORT;PARK CAR;GOTHRUTSA/FLIGHT

TRAVEL FROM AIRPORT TO HOTEL

ARRIVE AT HOTEL; CHECK-IN

ARRIVE AT ROOM

PREPARE FOR MEETINGS;WORK

EAT; WASH UP; SLEEP & REST

EXPLORE THE CITY; OFF PROPERTY EXPLORATION

EXPLORE ACTIVITIES ON PROPERTY

GET READY TO LEAVE;CHECK-OUTDEPARTURE

TRAVEL FROM HOTEL TO AIRPORT

GO THRU TSA; FLIGHT; HEAD HOME

PRE-ARRIVAL ON-PROPERTY STAY POST-STAY

BOOK A HOTEL

BOOK A HOTEL

TRAVEL TO AIRPORT;PARK CAR;GOTHRUTSA/FLIGHT

TRAVEL FROM AIRPORT TO HOTEL

ARRIVE AT HOTEL; CHECK-IN

ARRIVE AT ROOM

PREPARE FOR MEETINGS;WORK

EAT; WASH UP; SLEEP & REST

EXPLORE THE CITY; OFF PROPERTY EXPLORATION

EXPLORE ACTIVITIES ON PROPERTY

GET READY TO LEAVE;CHECK-OUTDEPARTURE

TRAVEL FROM HOTEL TO AIRPORT

GO THRU TSA; FLIGHT; HEAD HOME

PRE-ARRIVAL ON-PROPERTY STAY POST-STAY

BOOK A HOTEL

DIGITAL/HUMAN CONCIERGE SERVICES

DIGITAL/HUMAN CONCIERGE SERVICES

SUPPORT CHECK-IN

DELIVER ROOM SERVICES

HELP GUEST CUSTOMIZE WORK ENVIRON-MENT

OFFER DINING/SPA SERVICES; SUPPORT WELLNESS

DIGITAL/HUMANCONCIERGE SERVICES

CHECK-OUT; SERVICE RECOVERY

DIGITAL/HUMANPRESENCE AT LOUNGE

MARSHA PMS SGIEPIC WEB CONSOLE

Mobile check-in & check-out

FUTURE ARRIVAL IS ABOUT CHOICE AND RELEVANCE. Guests EXPECT TO HAVE OPTIONS AND CONTROL, so they can select their arrival experience based on the purpose of their trip, mood and preferences.

Through technology we have deeper UNDERSTANDING OF THE GUEST during their entire trip.

This knowledge empowers Marriott to MOVE BEYOND TRANSACTIONAL to HOSTED EXPERIENCES.

We HARNESS THE HIGH-TECH to DELIVER THE RIGHT LEVEL OF HIGH-TOUCH.

REMOTE CHECK-INChecked in the night before my trip. One less thing to have to stress about tomorrow!

COMPLIMENTARY ROOM UPGRADEMy iPhone just beeped... I’ve been upgraded. Sweet!

SERVICE REQUESTSSend 2 foam pillows to room 425, please.

ROOM ALERTSWe’re pleased to inform you that we have fulfilled your request.

REMOTE CHECK-OUTSaved time by checking out on the ride back to the airport.

OBJECTIVE

- Understand guest value- Understand impact to staff

10HOTELS

APRIL

10HOTELS

OBJECTIVE

- Validate technology- Develop training materials- Ensure staff can deliver

APRIL

31HOTELS

JULY

All Marriott Hotels in the US

10HOTELS

APRIL

31HOTELS

JULY

325HOTELS

SEPTEMBER

All Marriott Hotelsglobally

10HOTELS

APRIL

31HOTELS

JULY

325HOTELS

SEPTEMBER

825HOTELS

2014

GLOBAL CONSIDERATIONS

SMARTPHONE PENETRATION

NATIONAL REGULATIONS

REWARDS MEMBERS BEHAVIOR

MARKET SIZE

RESULTSAlmost 28,000 guests used mobile check-in the first 5 weeks

SURVEY RESPONSES (2,740 guests)- 80% likelihood to recommend Marriott brands- 79% have a better impression of Marriott versus our competitors- 86% satisfied with staff service around mobile- 85% plan to use the app again

Improves arrival planning and creates more organization to support upgrades

Increases on-on-one guest interaction

Requires a designated front desk room controller

Potential to re-allocation associates from front desk to other functions

Labor could increase at the beginning to account for the learning curve

IMPACT ON HOTEL STAFFING

Guests don’t know where to pick-up room key once they arrive to hotel, the visual trigger is not large enough to function

We could re-consider front desk design to allow for a closer conversation between guest and associate

IMPACT ON LOBBY DESIGN

eCommerce

IT

Marketing Operations

Operations

Operations

BrandStrategy

OperationsFranchisees

Operations

In-hotelTechnology

Digital Experience

Continents

Architecture

THANK YOU

Mariana.cavalcanti@marriott.com