Marriott - Big Data, Digital Tech, Social Media, Loyalty

Discussion created by erc on Feb 21, 2017
Latest reply on Feb 16, 2018 by uatraveler1k

Exciting digital times ahead for us Marriott customers. I have little doubt Marriott will accomplish many of their stated goals regarding Big Data, AI, and geo-fencing (the question will be; how soon and how smoothly). Below is a collection of paragraphs from a few articles (italics and links are mine, w/only one tongue in cheek observation - can you find it?). We have Insider posts on many of the topics, highlighting the potential benefits and as well as some initial roll out bumps.


With the company’s newest updates for the Marriott mobile app, we’re getting a tiny glimpse into what the company is planning to do — essentially trying to personalize the guest experience with the help of technology.


That means more Mobile Key access at more than 500 hotel properties worldwide, having access to curated destination content from Marriott’s Traveler digital magazine, and the ability to submit mobile requests directly to hotel staff before, during, and after a stay.   

Going forward, Marriott plans to use artificial intelligence to anticipate exactly what their loyalty members want in their hotel stays. Eventually, the app will also enable real-time messaging, called mPlaces, which will be powered by Marriott’s LocalPerks beacon technology.

    We know about FlashPerks, but what about LocalPerks?   (this is why we need to keep target audience members of Insiders like jakeal - keeps us informed and keeps Big Thom interested in Insiders)

“Now that we’re merging with Starwood, there are a lot of things that Starwood has done that has been very design forward, and we want to be more like that, so we’re taking the best of what they’ve done and what their teams have accomplished over the years and trying to up our game as well,” Corbin explained. (Sr. VP of Digital)

“Later this year, you’ll see machine learning and AI [artificial intelligence] to be more attuned to making recommendations about what we know about you, and what we know about your friends,” said Kozik (Big Thom, VP Global Loyalty) . “As you know more about what you choose to share with us—whether it’s posted information on social media or shared locations — we can make more attuned suggestions to you later this year. It’s all about data and how we can use machine learning to go one step further.”
(value or noise? see the intent below)

Corbin also stressed the importance of making sure any mPlaces messages aren’t ads. “We’re going to be very selective with what we send people. We’re not going to keep spamming you on things, but this is where we want to experiment. So, if you’re an avid fitness center user, when you show up at the hotel we can send you a message to let you know where the fitness center is and what hours it’s open, for example.”

“Loyalty is now, for us, shifting from a delayed gratification to a series of instant gratifications,” said Corbin. “How do you start using this currency, instead of it being points earned for a future stay? It’s more like how do you start using these as currencies for other things and other experiences in the moment at different points through the stay, and frankly, how do you use your wallet for those currencies?”  (Whereas meeting Rihanna would be cool, points for suites is a good idea also - this is not tongue in cheek )

Today, only 2-3% of posts created by businesses are shown to their fans, a trend that is guaranteed to remain as Facebook has warned the organic reach of posts will eventually decline to 0%. Marketers can no longer rely on creating engaging, relevant posts that will be automatically fed into followers' timelines, but must rely instead on paid campaigns. As Facebook, Twitter, Instagram and other social media channels expand on these practices, the need for well planned, well executed and well targeted paid social campaigns will become increasingly necessary.

communitymanagers - Insiders - all dressed up and ready to go