Marriott

1

MOBILE IS

GROWING50%TRAFFIC

$.09B

$.325B

$.730B

2010

2011

2012$1.3

B

2013

$1.6B

2014F

SETTING THE FOUNDATIONFOR MOBILE GUEST SERVICES50%

TRAFFIC

Mobile Check-in/outLIVE AT 1,200 HOTELS

ACROSS 12 GLOBAL BRANDS

3,000HOTELSIN 1 DAY

North America:

SELECT SERVICE & EXTENDED STAY

NORTH AMERICA

SELECT SERVICE & EXTENDED STAY

http://achotels.marriott.com/en/





MOBILE GUEST SERVICES

CONFIDENTIAL AND PROPRIETARY

7

PARTNERSHIP WITH GLOBAL OPERATIONS + ON-PROPERTY

F & B

Mobile Guest Services

Execution

SPA & GOLFFIELD MKTG

/ DIGITAL SVCS

FINANCE FRONT OFFICE

TOTAL HOTEL

http://www.freepik.com/index.php?goto=27&opciondownload=318&id=aHR0cDovL3d3dy5mbGF0aWNvbi5jb20vZnJlZS1pY29uL2ZsaXAtZmxvcHNfMTUwNw==&fileid=694958

http://icongal.com/gallery/icon/1922/512/golf_sport

LOCAL PERKSMOBILE. EXCLUSIVE. ON-

PROPERTY. LOCATION BASED MESSAGES

9

Some perks provide information to make the guests’ stay more enjoyable.

10

And some perks are on-property offers.

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Available via the Guest Services App

July: Launched @ Marriott Marquis San Diego during Comicon

September: Launched @ Marriott Marco Island and Baltimore Waterfront

November: Launching at 12 additional Marriott hotels in the US



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OBJECTIVES

• Be the first hospitality company to leverage beacon technology

• Test real-time, proximity-based messaging (offers, invitations, property/program information)

• Provide customers with engaging, valuable mobile offer/messaging experience

Overview

Messaging StrategyKeys to Success:

1. Contract Strategy

2. Customer Control

3. Relevance

4. Value

5. Clear Goals



Yes No

Location Based Push

Offers PagePre-Arrival EmailiBeacons @

contextual touch points

Download App& Opt-in

Redeem

Manage the Experience: Build a contact strategy for your customer



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Market the Experience: Focus on contextual touch points with messages that educate customers on the value proposition, and how to participate

PRE ARRIVAL EMAIL ARRIVAL ON-PROPERTY



Put the Customer in Control: Mobile Opt-in & Preference Management

Opt-in Process

Location Services Request Bluetooth Prompt

Preference Center Management

Settings Page (allows for changes)



Be Highly Relevant: Use Segmentation to make messages relevant to your customer

Welcome 1Welcome 2 & 3

Exchange / Coffee

Marina Kitchen

Marina Kitchen

Tequila Bar

Tequila Bar

Tequila Bar



Be Highly Relevant: Use Segmentation to make messages relevant to your customer

Offer / Message Beacon Location (s) Range Expiration Frequency DaypartingSu M Tu W Th F Sa

Enjoy your stay 1) Main Entrance above check-in

desk 80 meters 7 days once / week

2) Convention Entrance Outside and

3) Convention Entrance Inside

Exchange - Free Coffee 4) Above Entrance / Hallway 25 meters 7 days once / week

Marina Kitchen Offer25 meters 7 days once / week

Marina Kitchen Offer, Happy Hour & Live Music

Tequila Bar Offer & Happy Hour 80 meters 7 days once / week

Tequila Bar Offer & Live Music

1.

2.

3.

4.

5) Center Column near Exchange

6) Column with Marina Kitchen logo signs

7) On Tequila Bar Hut8) North Tower/Fitness

Center9) pool tiki bar



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ENJOY YOUR STAY INFORMATION ABOUT

THE HOTEL

RESTAURANT / BARENCOURAGE GUESTS TO

VISIT AND STAY

STARBUCKSSPECIAL OFFERS AND

EXPERIENCES

HOTELPROMOTE HAPPY HOUR

OR SIGNATURE DRINK

Highly Valuable: Identify message types that drive high response rates

LOBBY LEVEL & CONVENTION ENTRANCE

WELCOME/ ENJOY YOUR STAY

Discover hotel offers and experiences

ExperiencePush Message

EXCHANGE/FREE COFFEE

ENTRANCE TO EXCHANGE

Push Message Offer

ENTRANCE TO MARINA KITCHEN & INSIDE

MARINA KITCHEN/OFFER, LIVE MUSIC + HAPPY HOUR

Push Message Offer

Tequila Bar Hut, North Tower & Pool

TEQUILA BAR/ OFFER, LIVE MUSIC + HAPPY HOUR

Unwind with an exclusive offer from the Tequila Bar

OfferPush Message



ResultsResultsPath to redeeming a mobile offerPath to redeeming a mobile offer

% Open Rate# Unique Visitors# Avg. Duration

Total & % activationsActivation rate by outlet

Total & % redemptionsTotal & % of redemptions by outlet

total check-insCheck-ins by property

# Email Sent% Open Rate% CTR

Check in to propertyXXXXXXX

Aware of offerEmail Open & CTR

DownloadsOpt-in Rates

Received MessagePush Open CTR

Message Open & CTR

ActivateClick redeem

button

TransactPurchase

A

B

C

D

E

Customer

Pays for service at POS

Overall conversion

Activation from Marketing

Conversion after seeing offers

# Downloads% Opt-in (push, location, BLE

# Impressions# Engagement Rate% Interaction Rate

Program Goals: Align KPI’s & track everything



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PICK THE RIGHT PARTNER TO HELP YOU INNOVATE



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RESULTS & LESSIONS LEARED

RESULTS

• People want this content – opt-ins, opens, and interaction rates are strong

• It’s more then just offers – people love the welcome, events, and activities content

• Guest who use it, love it – qualitative research and guest intercepts

LEASONS LEARNED

• Marketing is difficult – this is a new behavior for customers

• On property associate training and communication is key to success

• Quality offers are difficult to source and scale

• Beacon placement should be a partnership between marketing + property teams

• Guest have questions and concerns - how it works, over messaging, privacy