'App' Your Service: Marriott Rolls Out Mobile Request Feature
Photo via Twitter
Marriott Hotels guests can now request services and order amenities before, during and after their stay through a new feature on the Marriott Mobile app.
The new option, Mobile Request, is currently being offered at 46 Marriott Hotels properties and will be introduced globally across the entire brand this summer. After the summer, Mobile Request will be offered across other Marriott International brands.
Marriott Rewards members who have reservations with participating Marriott Hotels properties will be able to request amenities and services in two ways via the “Anything Else?” feature: They can have two-way conversations with Marriott Hotels hosts in real time, or they can queue requests via a drop-down menu. Members can order services and amenities directly from their mobile devices, beginning up to 72 hours before their stay.
Marriott International calls it “the broadest global communications rollout of its kind in the hotel industry.”
"Some 75 percent of people travel with one or more mobile devices and the percentage is higher for younger travelers," said Matthew Carroll, vice president of Marriott Hotels, via a release. "We know today's travelers want a mobile experience built around their changing needs and desire to communicate on their terms. Mobile Request is the brand's next evolution since our introduction of mobile check-in, checkout and room ready alerts worldwide."
During testing, the Mobile Request option proved to be beneficial for guests on the go who needed to add a request before they arrived at the hotel, according to Marriott. That included having a car service meet them at the airport. It also proved much more convenient and efficient than having to find and call the hotel’s phone number.
Of the more than 10,000 Mobile Requests made by guests during testing, 80 percent of guests chose the "Anything Else?" two-way chat option over the drop-down menu, according to Marriott.
Given the advancement of technology—which includes hotels “manned” by robots, by the way—this is an interesting stat. It’s an indication that guests may still rather talk to a live person than a computer, but efficiency is key.
Early Thursday morning, Marriott Hotels promoted the launch of the Mobile Request feature by sending bellhops in red coats out to Times Square who handed out flowers and gift cards to businesses like Starbucks. People were also encouraged to tweet out a request for any gift or amenity with the hashtag #AppYourService.
One lucky traveler, it appears, may have even won an Apple Watch out of the promotion:
Marriott built a command center—a branded, open-air pod—in Times Square to present a real-time visualization of #AppYourService social media engagement.
The introduction of the Mobile Request feature is part of Marriott Hotels’ Travel Brilliantly campaign, which has promoted the brand’s offerings of mobile check-in and checkout, “room ready” alerts and the piloting of keyless entry at the Baltimore Marriott Waterfront Hotel.
Guests can download the free Marriott Mobile app from the Apple iTunes Store, Google Play and at www.marriott.com/marriott/mobile-apps.mi.
To enroll in Marriott Rewards for free, visit www.marriott.com/rewards/rewards-program.mi.
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