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