The Marriott Uses Hotel Beacon Technology to Personalize Experiences
Laura McQuarrie — January 17, 2015 — World
Currently in the process of testing out hotel beacon technology at 14 of its locations, Marriott hopes to make experiences more meaningful and rewarding. The use of beacon technology also ties in with the brand's new loyalty platform, so that guests who stay at the Marriott (and have Bluetooth enabled) are eligible to receive location-specific perks with the LocalPerks app.
When a guest walks around a resort or hotel, they are sent exclusive offers that are directly related to what's around them. For instance, when in the vicinity of a bar, LocalPerks pops up to offer a buy one, get one deal on wine or beer. With enough exploration, other perks that can be redeemed include free spa day passes, branded hotel merchandise and complimentary desserts. So far, Marriott has reported tons of success, with some guests now referring to the system as a "concierge on their phone."
When a guest walks around a resort or hotel, they are sent exclusive offers that are directly related to what's around them. For instance, when in the vicinity of a bar, LocalPerks pops up to offer a buy one, get one deal on wine or beer. With enough exploration, other perks that can be redeemed include free spa day passes, branded hotel merchandise and complimentary desserts. So far, Marriott has reported tons of success, with some guests now referring to the system as a "concierge on their phone."
Trend Themes
1. Beacon Technology in Hotels - The use of beacon technology in hotels presents an opportunity for hotels to personalize guest experiences with targeted offers and promotions.
2. Loyalty Programs with Location-based Perks - Location-based perks tied to loyalty programs present an opportunity for hotels to increase customer engagement and create more meaningful guest experiences.
3. Smartphone Apps for Hotel Guests - Smartphone apps for hotel guests that use personalized promotions based on their location present an opportunity for hotels to differentiate themselves and create a loyal customer base.
Industry Implications
1. Hospitality - The hospitality industry can leverage beacon technology and location-based perks to enhance guest experiences and increase customer loyalty.
2. Mobile App Development - Mobile app development firms can help hotels create personalized apps with targeted promotions that enhance guest experiences and increase engagement.
3. Retail - Retailers can learn from the Marriott's use of location-based promotions to create personalized marketing strategies that drive sales and customer loyalty.
2.7
Score
Popularity
Activity
Freshness
