PHOTO: Marriott Marquis Washington D.C. is one of 14 Marriott properties currently participating in the LocalPerks program (courtesy Marriott International)
Marriott International recently added 11 more hotels to its LocalPerks program, which allows Marriott Rewards members to receive mobile offers based on their location within a participating property.
Using beacon technology, LocalPerks made the award-winning Marriott Rewards the first major hotel loyalty program to offer geo-targeted, mobile offers during a member's stay in July. Small beacons are installed at participating hotels, and when members cross a certain point at the property a location-specific offer is sent to the members on their mobile phones via the Marriott Guest Services app. Offers range from spa services to golfing to food and beverage, depending on the hotel.
"The next generation of travelers maintains an almost-constant interaction with their mobile device and this behavior is continuing to grow across all age groups," said Sarah Bradley, director of Marriott Rewards Digital Strategy and leader of the LocalPerks initiative. "We also know that customers who stay at our hotels want information about the property, and they want offers for restaurants and activities. We thought we could put this content on their phones, and use beacon technology to push them this information when it is most relevant."
In the summer, LocalPerks was offered at the San Diego Marriott Marquis and Marina, Baltimore Marriott Waterfront and Marco Island Marriott Beach Resort, Golf Club & Spa.
The recent properties that feature beacon technology include: Charleston Marriott, Chicago Marriott Downtown Magnificent Mile, Cincinnati Marriott North, Denver Airport Marriott at Gateway Park, Denver Marriott West, Grand Hotel Marriott Resort, Golf Club & Spa, Indianapolis Marriott Downtown, Irvine Marriott, Marriott Marquis Washington, DC, New York Marriott Downtown and San Francisco Airport Marriott Waterfront.
LocalPerks rewards are currently only location-based, but Marriott is planning on making offers specific to each individual member down the line based on the member's Marriott Rewards profile.
Installing beacon technology at large properties is a bold and-at times-difficult and complicated operation. The technology has started popping up at small retail stores, but can be considerably more challenging at large-scale hotels and resorts. Beacons can interfere with one another and bandwidth requirements can be a problem. The LocalPerks program is currently in its pilot phase through the first half of 2015. If it ends up succeeding, it will be implemented into the main Marriott app.
"Installing beacons is a relatively simple process, but the strategy behind their placement and how to trigger the messages is more complex then we had expected," Bradley explained. "The number of outlets, the layout of the hotel and the type of business the hotel drives all impact the placement and message strategy. We have learned quickly, however, and our core team has done a fantastic job of creating a unique experience."
Beyond customizing offers for guests, LocalPerks could also be showcased via beacon technology at off-property businesses in the future, assuming all goes well.
Marriott's LocalPerks program is yet another indicator that the travel industry is becoming more focused on using technology to its advantage. And, as technology improves, hospitality companies should be able to increase their capabilities to target guests with specific offers designed just for them.
"Beacon technology offers us another way to engage with our guests while they are visiting one of our hotels, and can help us send information to customers when it is most relevant," Bradley said. "There is a lot of enthusiasm for these personalized, location-based messaging both from our customers and our associates, and we are excited to see where the future takes the program."
Beacon me up, Scotty.
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