Ana María García
Digital experience of Marriott
Marriott International, Inc. is a leading lodging company
based in Bethesda, Maryland, USA, with nearly 3,900
properties in 72 countries. The company operates and
franchises hotels and licenses vacation ownership
resorts under 18 brands. It is a very innovative company
using different digital means to target its guests.
Marriott’ values and culture entreprise
Marriott’s values is
oriented to its
Inc., was named one of
the “World’s Best
As the winner of the Web Marketing association’s hotels and Lodging
Standard of Excellence of 2013, Marriott International is ranked as one of
the world’s most digital hotel brands.
The digital ecosystem of a
business is the
combination of all
people that interact
with them, and the
business processes and
Technology as luxury
Marriot embedds high-definition TVs in bathroom mirrors
The lobby as tech hub. Marriot lobby information center has become a
way to eliminate the frustration of guests standing in line to ask a simp
Meeting spaces go high tech. The company recently introduced its Red
Coat Direct service, which allows meeting planners to electronically
communicate with hotels where they’ve scheduled events.
Digital signage replacing printed signs
The office away from the office. Marriott’s new Workspace on Demand
service allows non-hotel guests, such as small businesses and
While Marriott is actively considering the bigger picture; it is also focusing in on how to improve
customer service using digital technologies. Obviously mobile technology – which is growing
rapidly - is playing a significant role.
The hotel industry tends to take its cue from the airline industry and right now Marriott is doing just
Marriott Hotels has launched a mobile application that allows travelers to check into a hotel
from their mobile device in an attempt to reach its increasingly mobile guests. Today
Marriott offers apps for iPhone, Android and Blackberry.
To use the Marriott Hotels app, guests must check-in after 4 p.m. the day before their
reservation or the day before arrival. When guests get to the hotel, they can go to a Mobile
Check-In desk and immediately receive their pre-programmed key card.
Additionally, the app will automatically notify guests when their room is ready.
Another benefit to use the Marriott app, is:
THE REWARD DIGITAL MEMEBERSHIP CARD
The Rewards Digital Membership Card, is used just as a printed card. You can use it for check-in at
hotels and to ensure you receive your benefits.
You can also use it to check your account number, level & points balance, get the latest Rewards
program information & updates, and call Customer Service with a single touch. It is available in
English, French, German, Spanish or Chinese.
The Marriott Hotel County Hall in London is the first UK hotel to have a digital i-Pad-based
The digital wine list gives diners the opportunity to take an in-depth look at its wines. They can
choose by grape, country or region, price or by producer. With this digital development the hotel
is having terrific feedback and they don’t need to print anymore wine lists.
Social media: Facebook as a
Marriott Hotels is the largest Facebook recruitment page in the world. It is one of the most
surprising ‘Leaderboards’ of the decade.
The selection of Facebook as a platform, as opposed to Twitter or LinkedIn or Google+, was
a deliberate move on the basis that the majority of their employee-types used the platform and
would search for information through it.
Marriott’s Facebook recruitment page doesn’t just list available jobs; it showcases what it’s like
to work at Marriott and actively encourages constant engagement. Updates include
celebration of company anniversaries and memorable events, congratulations to specific
employees or teams for certain achievements along with photos and videos of life inside the
Social media: Interaction through a
Marriott spent thousands of dollars creating an online game utilizing
Facebook, similar to Farmville.‘MyMarriottHotel’ allowed players to
virtually run their own hotel, hiring and firing employees, delivering food
and cleaning rooms. The happier the guests, the higher the points.
Marriott was working hard to actively connect with employees in the
Indian and Chinese markets where they were struggling with a lack of
talent. During research into the problem to identify solutions, it was
discovered that young people moving to the city from the outside
areas and using social connections, primarily through Facebook, to
land new jobs.
After much research and testing however, the game was launched and
Recommendations to optimize digital
Improvement of the Marriott reward program: customers complains about the lack of
transparency on their cash & point awards and the phone service tool.
The digital technology is developing continuously and one of the biggest challenge that Marriott
International encounters right now is bridging the gap between the rapid advances in technology
with the operations of the hotel business.
Despite being present and communicating efficiently about their brands on every social platform
right now, they should be very careful not to miss any digital novelties.
Must be at the cutting edge of technology to stay comptitive regarding its direct competitors:
Four Seasons and Hilton. The staff of e-marketing service needs to check regularly the
technological progress by being in permanent contact with the profesionals of digital industry.
THANK YOU FOR YOUR ATTENTION!
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