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How Marriott is using mobile messaging to transform visiting a hotel

05/20/2015| 10:45:51 PM| 中文

Marriott Hotels is redefining the hotel visit with mobile at the center, enabling members of its loyalty program to engage in real-time conversations with staff before, during and after a visit.

While several other hotel brands have recently moved towards mobile messaging to help guests communicate their needs during their stay, what is unique about the Marriott strategy is that guests can also chat with the hotel prior to their arrival. For on-the-go guests, this means being able to simply tap once on the Marriott Mobile app icon to be instantly connected to their hotel rather than having to find the hotel’s phone number and key in the digits.

“Mobile Request is the first-ever 2-way chat feature of its kind launched by a global hotel brand," said Michael Dail, vice president of global brand marketing for Marriott Hotels & Resorts at Marriott International.
 
“Mobile Request is seamlessly integrated into the Marriott app, enabling you to communicate with your hotel before, during and after your stay,” he said. “It’s a more personalized experience because it’s integrated with all the other features of the Marriott Mobile app such as check in, check out and room ready alerts.

“Unlike other hotel apps in which you’re able to communicate once you arrive, our Marriott Rewards members will be able to communicate before their stay, which is critically important for requests such as needing a car service from the airport, ordering an in-room amenity for arrival, or even something as simple as asking for an early check-in.”

Marriott Hotels is the flagship brand of Marriott International.

Instant connections

The new Mobile Request Anything Else? chat feature is now available in the Marriott Hotels app, enabling travelers to instantly connect with Marriott Hotel staff. Mobile Request also encompasses a drop-down menu with most requested services and amenities, such as extra towels and pillows.

The Mobile Request service, which kicked off at 46 hotels yesterday, is designed to make it easy for guests to request services and amenities from their mobile device. It will be launched globally at 500 Marriott Hotels worldwide this summer and at additional Marriott International brands after the rollout for Marriott Hotels is completed.

Marriott held a promotional event to kick off the new service, surprising New Yorkers with gifts and services requested through Twitter.

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TAGS: Marriott | APP | hotel marketing
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