September 05, 2013

Marriott reports rapid adoption of mobile check-in


Marriott Hotels began testing mobile check-in at 31 properties just three months ago. Adoption has been rapid as one-quarter of Marriott Rewards guests with reservations at those hotels used the Marriott Mobile app to check-in. The company will begin testing mobile check-in in 15 other countries.

Marriott Hotels is now offering mobile check-in on its wildly popular Marriott Mobile app at 329 properties in the continental U.S. and Canada. This represents the broadest mobile service of its kind in the North American hospitality industry.

Marriott Rewards members, who have downloaded the Marriott Mobile app, can check-in using their smartphones as early as 4 pm the day before their arrival and receive an automatic notification when their room is ready. When they arrive, Marriott Rewards guests simply go to the expedited mobile check-in desk where their key card will be ready and waiting for them.

Marriott Hotels began testing mobile check-in at 31 properties just three months ago. Adoption has been rapid as one-quarter of Marriott Rewards guests with reservations at those hotels used the Marriott Mobile app to check-in.

The app makes it easier than ever to simply tap to join Marriott Rewards, as well as gain immediate access to mobile check-in at Marriott Hotels, room-ready alerts, and other services available only to Marriott Rewards members exclusively on the app. Mobile check-in is part of the free Marriott Mobile app available in the Apple iTunes Store and Google Play.

Mobile is Marriott's fastest growing consumer channel. Mobile accounts for 10 million visits per month, and the Marriott Mobile app has been downloaded 2.3 million times. Last year, mobile devices (smartphones and tablets) accounted for over $700 million in revenue.Marriott mobile revenue has grown more than 80 percent during the past year.

What's Next?

In its drive to co-create the future of travel with its customers, Marriott Hotels solicited feedback from users of the app about what is most important to them. Based on this feedback, Marriott plans to add mobile checkout in November, including the option to have folios emailed.

In a nod to its increasingly mobile and global guests, Marriott Hotels will begin testing mobile check-in in 15 other countries, including the United Kingdom, China, United Arab Emirates, Mexico and India beginning in late November.

The brand's innovation loop never ends as Marriott Hotels has launched four mobile "incubator" hotels to test future mobile enhancements. Guests at those hotels can make service requests using their smartphones. Among the most popular guest requests so far: additional towels, wake-up calls and housekeeping.

"We recognize our guests especially Millennials do not separate work and play, and travel enhances them both," said Paul Cahill, senior vice president of brand management for Marriott Hotels. "They are more mobile and global than ever before, and technology especially their mobile devices keeps them connected to their world. We will continue to engage our guests to join with us on our journey to transform Marriott for next generation travelers."

Marriott recently launched a new website http://www.travelbrilliantly.com revealing innovations under development, as well as a co-creation platform to solicit future-forward ideas from influencers, experts and traveling consumer enthusiasts. Visitors to the website are invited to share their groundbreaking ideas to improve the modern travel experience across design, culinary, wellness and technology.

Mobile check-in is just one of many innovations Marriott has launched in its transformational journey. By the end of next year, the brand expects to have its industry-leading Greatroom lobby concept fully deployed, offering a seamless experience merging modern, stylish design and comfort, with greater access to food and beverage, and technology whether for groups or individuals at work or play. In The Underground the company's subterranean innovation lab Marriott Hotels is working on the next generation guest room based on extensive research and collaboration with next generation travelers. Because the way people work is changing, Marriott Hotels is also re-imagining meetings. Workspace on Demand makes booking a lobby workspace or meeting room as easy as booking a guest room using a digital device. The first of its kind app Red Coat Direct enables meeting organizers to adjust and edit their meeting requests and preferences with a touch of a button and without ever leaving the meeting room. Workspring at Marriott at the Redmond Marriott Town Center is the industry's first purpose-built suite of integrated spaces and common areas designed for small meetings, taking a holistic approach it brings together seamlessly integrated service, technology and contemporary design.