Marriott
description
Transcript of Marriott
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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
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PARTNERSHIP WITH GLOBAL OPERATIONS + ON-PROPERTY
F & B
Mobile Guest Services
Execution
SPA & GOLFFIELD MKTG
/ DIGITAL SVCS
FINANCE FRONT OFFICE
TOTAL HOTEL
LOCAL PERKSMOBILE. EXCLUSIVE. ON-
PROPERTY. LOCATION BASED MESSAGES
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Some perks provide information to make the guests’ stay more enjoyable.
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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
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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
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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)
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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
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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
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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