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."