A Marriott executive at the Mcommerce Summit: State of Mobile Commerce 2014 last week said that the international hotel brand is making changes to its approach to customer experience by accounting for a predicted 76 percent increase in consumers ages 18 to 40 within six years.
Marriott expressed plans to reposition its loyalty with Gen X and Y during the “The Mobility Revolution Leading the Way for Brilliant Travel” presenration, who differ from traditional travelers characterized by their use of mobile devices which is three times greater than any other segment. Marriott questioned how it can make itself pertinent, and pivot the experiences in its hotels to be relevant to the experiences savvy travelers are used to.
“When we launched these capabilities, we had 329 hotels equipped for the service. In a single day, 240,000 mobile check-ins were initiated, the largest single brand launch of this type of service,” said Vikas Chawla, vice president of mobile and digital guest experience, Marriott Hotels, Bethesda, MD.
To create a sense of loyalty in these guests who expect more while traveling, Marriott’s mobile check-in, check-out and service request features improve guest experience and overall hotel perception, per Mr. Chawla. Specifically, social media is key for NextGens since they enjoy to be in contact with others, sharing experiences and hobbies that reflect how they want to be viewed by peers.
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