6. 3,000
HOTELS
IN 1 DAY
North
America:
SELECT SERVICE & EXTENDED STAY
NORTH AMERICA
SELECT SERVICE & EXTENDED STAY
7. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
7
PARTNERSHIP WITH GLOBAL OPERATIONS + ON-PROPERTY
F & B
Mobile Guest
Services
Execution
SPA & GOLF
FIELD MKTG
/ DIGITAL
SVCS
FINANCE
FRONT
OFFICE
TOTAL
HOTEL
11. 11
Available via the Guest Services App
July: Launched @ Marriott Marquis San Diego during Comicon
September: Launched @ Marriott Marco Island and Baltimore Waterfront
November: Launching at 12 additional Marriott hotels in the US
12. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
12
Overview
OBJECTIVES
• Be the first hospitality company to leverage
beacon technology
• Test real-time, proximity-based messaging
(offers, invitations, property/program
information)
• Provide customers with engaging, valuable
mobile offer/messaging experience
13. Messaging Strategy
Keys to Success:
1. Contract Strategy
2. Customer Control
3. Relevance
1. Value
2. Clear Goals
14. Pre-Arrival Email Offers Page
MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
Yes No
Location
Based Push
iBeacons @
contextual touch
points
Download App
& Opt-in
Redeem
Manage the Experience: Build a contact strategy for your customer
15. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
15
Market the Experience: Focus on contextual touch points with messages
that educate customers on the value proposition, and how to participate
PRE ARRIVAL EMAIL ARRIVAL ON-PROPERTY
16. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
Put the Customer in Control: Mobile Opt-in & Preference Management
Opt-in Process
Location Services Request Bluetooth Prompt
Preference Center Management
Settings Page (allows for changes)
17. Be Highly Relevant: Use Segmentation to make messages relevant to your
customer
Tequila Bar
MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
Welcome 1
Welcome 2 & 3
Exchange / Coffee
Marina Kitchen
Marina Kitchen
Tequila Bar
Tequila Bar
18. Be Highly Relevant: Use Segmentation to make messages relevant to your customer
Offer / Message Beacon Location (s) Range Expiration Frequency Dayparting
MOBILE GUEST SERVICES
Su M Tu W Th F Sa
CONFIDENTIAL AND PROPRIETARY
Enjoy your stay
1) Main Entrance above check-in
desk 80 meters 7 days once / week
2) Convention Entrance Outside
and
3) Convention Entrance Inside
Exchange - Free Coffee 4) Above Entrance / Hallway 25 meters 7 days once / week
Marina Kitchen Offer
25 meters 7 days once / week
Marina Kitchen Offer,
Happy Hour & Live Music
Tequila Bar Offer & Happy
Hour 80 meters 7 days once / week
Tequila Bar Offer & Live
Music
1.
2.
3.
4.
5) Center Column near
Exchange
6) Column with Marina
Kitchen logo signs
7) On Tequila Bar Hut
8) North Tower/Fitness
Center
9) pool tiki bar
19. Highly Valuable: Identify message types that drive high response rates
MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
19
ENJOY YOUR STAY
INFORMATION ABOUT
THE HOTEL
RESTAURANT / BAR
ENCOURAGE GUESTS TO
VISIT AND STAY
STARBUCKS
SPECIAL OFFERS AND
EXPERIENCES
HOTEL
PROMOTE HAPPY HOUR
OR SIGNATURE DRINK
20. WELCOME/ ENJOY YOUR STAY
Push Message Experience
LOBBY LEVEL & CONVENTION ENTRANCE
Discover hotel offers and
experiences
23. TEQUILA BAR/ OFFER, LIVE MUSIC + HAPPY HOUR
Push Message Offer
Tequila Bar Hut, North Tower & Pool
Unwind with an exclusive
offer from the Tequila Bar
24. Program Goals: Align KPI’s & track everything
total check-ins
Check-ins by property
# Email Sent
% Open Rate
% CTR
MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
Path to redeeming a mobile offer Results
% Open Rate
# Unique Visitors
# Avg. Duration
Total & % activations
Activation rate by outlet
Total & % redemptions
Total & % of redemptions by
outlet
Check in to property
XXXXXXX
Aware of offer
Email Open & CTR
Downloads
Opt-in Rates
Received Message
Push Open CTR
Message Open & CTR
Activate
Click redeem
button
Transact
Purchase
A
B
C
D
E
Customer
Pays for service at
POS
Overall conversion
Activation from
Marketing
Conversion after seeing offers
# Downloads
% Opt-in (push,
location, BLE
# Impressions
# Engagement Rate
% Interaction Rate
25. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
25
PICK THE RIGHT PARTNER TO HELP YOU INNOVATE
26. MOBILE GUEST SERVICES
CONFIDENTIAL AND PROPRIETARY
26
RESULTS & LESSIONS LEARED
RESULTS
• People want this content – opt-ins, opens, and interaction rates are strong
• It’s more then just offers – people love the welcome, events, and activities
content
• Guest who use it, love it – qualitative research and guest intercepts
LEASONS LEARNED
• Marketing is difficult – this is a new behavior for customers
• On property associate training and communication is key to success
• Quality offers are difficult to source and scale
• Beacon placement should be a partnership between marketing + property
teams
• Guest have questions and concerns - how it works, over messaging,
privacy
Editor's Notes
I’M ANDREW HAYNES, DIRECTOR OF DIGITAL PERSONALIZATION AT MARRIOTT INTERNATIONAL
TODAY, I AM GOING TO TALK TO YOU ABOUT
MARRIOTT’S MOBILE JOURNEY AND OUR EXPERIMENTATION WITH BEACONS
MOBILE IS GROWING! For Marriott
In late 2010 we launched our first apps allowing customers the ability to browse, book, and utilize their Marriott Rewards account. We have seen over 100% growth each year.
Last year alone, the app generated over $1B in revenue and is expected to surpass $1.6 Billion in 2014.
Click
With more than 4M downloads and Marriott.com in full responsive design, 50% of Marriott’s traffic is now mobile.
Being successful in mobile is now tables takes for Marriott
Click
Now, Marriott is transitioning from mobile commerce to on-property, mobile guest services.
Imagine being able to check-in from anywhere, receive real-time alerts when your room is ready, and check-out without going to the front desk. Or , perhaps receive a location based, PERSONALIZED message when you enter the hotel welcoming you or WITH A PERFECT offer. These services are only the beginning of what mobile will enable for Marriott Customers.
Let’s take a look at short video summarizing some of the key halo moments we have already created for our guests.
In 2012, Mobile Check-in and Check out started as a proof of concept in 15 hotels. In 2013 we rolled this out to our Marquis Brand, Marriott Hotels, and this year we rolled it out to over 1,200 hotels, across 12 of Marriott’s brands globally so far.
And later this year, we will roll out mobile check-in/out to over 3,000 additional hotels, to all of our brands, making it the largest offering of it’s kind within the hospitality industry
MOBILE GUEST SERVICES LIKE MOBILE CHECK-IN/OUT WOULD NOT HAVE BEEN POSSIBLE WITHOUT THE STRONG PARTNERSHIP BETWEEN DIGITAL + OPERATIONS…
ON PROPERTY STAFF PLAY AN IMPORTANT ROLE IN TECHNOLOGY EXECTUION AND EDUCATION OF GUESTS.
IN 2012 WE LAUCNHED THE GUEST SERVICES APP, AN APP SERVICING 15 OF OUR PROPERTIES. IN THIS APP WE TESTED MOBILE CHECK-IN, CHECK-OUT, SERVICES REQUESTED, AND NOW BEACONS.
HAVING THIS PIPELINE TO THE PROPERTY IS WHAT MADE THINKING ABOUT TESTING BEACONS A POSSIBLITY
SO NOT LET’S TALK ABOUT LOCAL PERKS.
SO WHAT IS LOCAL PERKS?
LOCAL PERKS ARE MOBILE, ON-PROPERTY, EXCLUSIVE, LCOATION BASED MESSAGES
SOME PERKS PROVIDE INFORMATION TO MAKE THE GUESTS’ STAY MORE ENJOYABLE….
THIS IS AN EXAMPLE OF THE WELCOME MESSAGE THAT GUESTS RECEIVES WHEN ENTERING OUR HOTELS
AND SOME PERKS ARE ON-PROPERTY OFFERS. THESE MESSAGES CAN RANGE FROM FOOD & BEVERAGE, TO SPA, TO GOLF OFFERS.
LOCAL PERKS ARE Available via the Guest Services App
July: Launched @ Marriott Marquis San Diego during Comicon
September: Launched @ Marriott Marco Island and Baltimore Waterfront
November: Launching at 12 additional Marriott hotels in the United States
OUR GOAL WITH LOCAL PERKS ARE:
1: BE THE FIRST HOSPITALITY COMPANY TO LEVERAGE BEACON TECHNOLOGY
2; TEST AND LEARN WHAT TYPES OF MESSAGES WORK WITH CUSTOMERS
3: CREATE ENGAGING EXPEREINCES FOR OUR MEMBERS THAT SURRPISE AND DELIGHT
NOW LET’S TALK ABOUT THE KEYS TO SUCCESS FOR MOBILE MESSAGING AND LOCAL PERKS:
1ST YOU MUST FOCUS DEFINING THE CUSTOMER EXPERIENCE AND HAVING A CONTACT STRATEGY
2ND: YOU MUST STREAMLINE OPT-IN THROUGH STRONG MARKETING, AND PREFERENCE MANAGEMENT FOR DIFFERENT MESSAGE TYPES
3RD: FOCUS ON AUDIENCE SEGMENTATION, THOUGH BEACON PLACEMENT
4TH: DELIVERY HIGHLY VALUABLE MESSAGES – THIS IS THE VALUE EXCHANGE WITH GUESTS
5TH: ALIGN ON KPI’S AND MEASURE EVERYTHING
THIS IS AN EXAMPLE OF A CONTACT STRATEGY:
THE CUSTOMER RECIEVES AN EMAIL MARKETING THE EXPERIENCE WITH INSTRUCTIONS TO PARTICIPATE
THE CUSTOMER DOWNLOADS THE APP AND OPTS IN
BEACONS ARE PLACED AT APPROIPRIATE AREAS THROUGHOUT THE PROPERTY
AS THE CUSTOMER NAVIAGATES THE PROEPRTY, THEY RECEIVE LOCATION BASED MESSAGES
THEY CUSTOMER CAN PRESENT THE OFFER AT THE POINT OF SALE TO REDEEM
WHEN MARKETING THE EXPERIENCE, FOCUS ON CONTEXTUAL TOUCH POINTS SUCH AS:
PRE ARRIVAL EMAILS
HANDOUTS WHEN THE GUEST CHECK-INS
AND ON PROPERTY BANNERS
BE SURE TO EDUCATE CUSTOMERS ON THE VALUE PROPOSTION AND HOW TO PARTICPATE.
THIS IS A NEW EXPERIENCE FOR CUSTOMERS
PUT THE CUSTOMER IN CONTROL – ALLOW CUSTOMERS TO OPT-IN TO RECEIVE MESSAGES
SHARE LOCATION
AND CENTRALLY MANAGE THEIR PREFERENCES FOR DIFFERENT MESSAGE TYPES
FOR US, THE CUSTOMER MUST ACCEPT MESSAGES, SHARE LOCATION, AND TURN ON BLUE TOOTH MANUALLY.
ADDITIONALLY, BECAUSE WE ARE SENDING DIFFERENT TYPES OF MESSAGES, THEY CAN CONTROL THE MESSAGES THEY WANT TO RECEIVE.
USE SEGMENTATION TO MAKE MESSAGES HIGHLY RELEVANT.
@ THE SAN DIEGO MARQUIS, WE ARE LEVERAGING 8 BEACONS TO CREATE OUR EXPERIENCE
WE USE A VARIETY OF BEACON RANGES, AND CONFIGURES TO CREATE OUR EXPERIENCE
FOR EACH MEASSAGE WE LEVERAGE SEVERAL BEACONS
WE SET A SPECIFIC RANGE FOR EACH BEACON TO STORYBOARD THE MESSAGES -
FOR EXAMPLE, THE WELCOME MESSAGE IS SET FOR 80 METERS VS. OTHER AT 25 METERS TO MAKE SURE THIIS IS THE FIRST MESSAGE GUEST RECEIVE
AND MANAGER THE FREQUENCY AND DAYPARTING – DON’T OVER MESSAGE -
FOR EXAMPLE MESSAGE #3 ADDS ADDITIONAL MESSAGES FOR HAPPY HOUR AND LIVE MUSIC ON SATURDAY AND SUNDAY
SEND HIGHLY VALUABLE MESSAGES THAT DRIVE HIGH RESPONSE RATES WE ARE TESTING DIFFERENT MESSAE TYPES:
WELCOME + HOTEL INFORMATION = HOTELS AMENITIES LIKE DINING, POOL, AND HEALTH CENTER
SPECIAL OFFERS: F&B, GOLF AND SPA OFFERS
EXCLUSIVE INNATATIONS: EVENTS, HAPPY HOURS, AND PASSES TO THE M-CLUB LOUNGE
SO LET’S WALK THROUGH THE EXPEIRENCE AT THE SAN DIEGO MARQUIS.
AS THE CUSTOMER ENTERS THE HOTEL, THEY RECEIVE A WELCOME MESSAGE, AND WHEN THEY SCROLL RIGHT FOR MERCHANDISED HOTEL SERVICES SUCH AS:
HEALTH CENTER
POOL
AND ON-PROPERTY RESTAURANTS.
THESE IS THE TOP COTENT ASKED FOR FROM THE FRONT DESK
WHEN NEARING THE EXCHANGE, A GRAB AND GO GRILL,
THEY RECEIVE A OFFER FOR A FREE COFFEE WITH THE PURCHASE OF A BREAKFAST SANDWICH
@ THE MARINA KTICHEN AN OFFER FOR A FREE APPITIZER IS SENT, PLUS ON WEEKENDS THE LIVE MUSIC AND HAPPY HOUR MESSAGE ARE ADDED
AS THE CUSTOMER APPROACHES THE POOL,
EY RECEIVE AN OFFER FROM THE POOL SIDE TEQUILA BAR,
AND FRIDAYS AND SATURDAY LIVE MUSIC AND HAPPY HOUR MESSAGES
FINALLY, ALIGN ON YOUR KPI’S, AND DEFINE YOUR CUSTOMER FUNNEL –
WE MEASURE EMAIL
PUSH NOTIFICAITON
OPT RATES
ENGAGEMENT RATES
AND OFFER REDEMPTIONS
FINALLY, PICK THE RIGHT PARTNER TO TEST AND GROW WITH.
A BIG THANKS TO SWIRL FOR THEIR PARNERSHIP……
WE HAVE LEVERAGED SWIRL’SINDOOR AND OUTDOOR BEACON’S, AND MESSAGING PLATFORM DURING OUR PILOT
AND THEY HAVE BEEN A FANTASTIC, HELPING US PLACE THE BEACONS, AND TRAINING US ON THEIR PLATFORM AND MAKING ON THE FLY ENHANCEMENTS.
THE MARRIOTT MOBILE APP….THE PERFECT TRAVEL CAMPANION
