Mariana Cavalcanti fala sobre "Design de serviços digitais" no Congresso E-commerce Brasil de Experiência do Cliente 2014.

1. DIGITAL SERVICES AT MARRIOTT
Mariana Cavalcanti - VP Digital User Experience

2. 85 years in the service industry74 countries18 brands3,800 hotels150,000 associates

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

4. PC WEB eCOMMERCE
U$10.4
Billion
in 2013
OMNI-
CHANNEL
EXPERIENCE

5. CREATING AN OMNI-CHANNEL TRAVEL EXPERIENCE

6. BOOK A
HOTEL
TRAVEL TO
AIRPORT;
PARK CAR;
GO THRU
TSA/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

7. The digital user needs

8. BOOK A
HOTEL
TRAVEL TO
AIRPORT;
PARK CAR;
GOTHRU
TSA/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
BOOK A
HOTEL

9. BOOK A
HOTEL
TRAVEL TO
AIRPORT;
PARK CAR;
GOTHRU
TSA/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
BOOK A
HOTEL
DIGITAL/HU
MAN
CONCIERGE
SERVICES
DIGITAL/HU
MAN
CONCIERGE
SERVICES
SUPPORT
CHECK-IN
DELIVER
ROOM
SERVICES
HELP GUEST
CUSTOMIZE
WORK
ENVIRON-
MENT
OFFER
DINING/SPA
SERVICES;
SUPPORT
WELLNESS
DIGITAL/HU
MAN
CONCIERGE
SERVICES
CHECK-OUT;
SERVICE
RECOVERY
DIGITAL/HU
MAN
PRESENCE AT
LOUNGE
MARSHA PMS SGIEPIC WEB CONSOLE

10. Mobile check-in & check-out

11. 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.

14. REMOTE CHECK-IN
Checked in the night before my trip.
One less thing to have to stress about tomorrow!
COMPLIMENTARY ROOM UPGRADE
My iPhone just beeped... I’ve been upgraded. Sweet!
SERVICE REQUESTS
Send 2 foam pillows to room 425, please.
ROOM ALERTS
We’re pleased to inform you that we have fulfilled your request.
REMOTE CHECK-OUT
Saved time by checking out on the ride back to the airport.

16. OBJECTIVE
- Understand guest value
- Understand impact to staff
10
HOTELS
APRIL

17. 10
HOTELS
OBJECTIVE
- Validate technology
- Develop training materials
- Ensure staff can deliver
APRIL
31
HOTELS
JULY

18. All Marriott Hotels
in the US
10
HOTELS
APRIL
31
HOTELS
JULY
325
HOTELS
SEPTEMBER

19. All Marriott Hotels
globally
10
HOTELS
APRIL
31
HOTELS
JULY
325
HOTELS
SEPTEMBER
825
HOTELS
2014

20. GLOBAL CONSIDERATIONS
SMARTPHONE PENETRATION
NATIONAL REGULATIONS
REWARDS MEMBERS BEHAVIOR
MARKET SIZE

21. RESULTS
Almost 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

22. 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

23. 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

24. eCommerce
IT
Marketing Operations
Operations
Operations
Brand
Strategy
OperationsFranchisees
Operations
In-hotel
Technology
Digital
Experience
Continents
Architecture

25. THANK YOU
Mariana.cavalcanti@marriott.com