T he race continues in the competition as to which lodging company has the best portable technology for its guests; and Marriott International, Incorporated upped the ante with the launch of its newly redesigned mobile software application program — giving members of the Marriott Rewards frequent guest loyalty program a more dynamic yet personalized mobile experience — on Tuesday, February 7, 2017; and is now available for the iOS operating system in five languages: English, Chinese, Spanish, French and German.
It will be available to download from Google Play to users of the Android operating system following this year.
New Features in Mobile Technology Functionality With Marriott
“More than half of smartphone owners now use their devices for travel-related activities and, according to Google, 74 percent of people have at least one travel app on their device”, according to this article written by John Wolf, who is the vice president of public relations at Marriott International, Incorporated. “Guests will enjoy new and expanded digital features; customized travel content; simple, one-button navigation; and a new swipe-able discovery home screen.”
It dynamically adjusts to personalize the experience of the Marriott Rewards member throughout his or her travel journey — whether he or she is planning a trip; preparing to travel; in transit while traveling; or enjoying his or her hotel stay. Content and features based on what services he or she is most likely to need at that moment of their travel journey will be displayed.
You will now be able to precisely narrow down your destination searches by either address or point-of-interest to find the closest and most convenient hotel or resort property when planning your trip. You will also be able to save your favorite hotel and resort properties for quicker future bookings of reservations.
Curated original content from Traveler — which is the official digital magazine of Marriott — based on the previous hotel searches or upcoming travels of users can be delivered directly to your portable electronic device to facilitate your searches for more authentic destination information and advice from local experts.
“Since Marriott became the first hotel company to offer Mobile Check-in/Checkout and Mobile Room Ready Alerts worldwide in 2014, more than 12 million members have taken advantage of it”, according to Wolf. “The popular feature will now be easier to use and more powerful. For example, when members check in using the app, for the first time they will now be able to request room upgrades and receive notification it has been fulfilled before they arrive. Also for the first time, they will be able to request a late check-out in the app rather than at front desk, which is guaranteed for Gold and Platinum Elite Members.”
Mobile Key — where you can bypass the front desk, go straight to your room, and use your portable electronic device to unlock the door — will be expanded to greater than 500 hotel and resort properties globally this year.
The Mobile Requests feature — which is currently available at greater than 4,000 hotel and resort properties worldwide — will allow you to customize your stay even easier than before. You will be able to chat directly with hotel staff before, during and after your stays for special requests which require personal attention; or you can choose the most frequently requested services or amenities — such as more towels or extra pillows — from a drop-down menu in the mobile software application program. According to Wolf, “Fully 54 percent of users make their requests before they’ve even checked-in.”
Thanks to an innovative “one-button” ergonomic design employing a simple interface with thumb-tap access to all features, navigation of the mobile software application program is easier than before. You can better use it while dashing through airports with luggage dragged with one hand. The “home screen” has been replaced with four dynamic screens which can be swiped — triggered by what you may need at a specific point in your journey.
The Future
“Marriott will launch real-time app messaging called mPlaces with travel and hotel information, recognition and offers at the right time and place for Marriott Rewards members throughout their stays”, according to Wolf. “mPlaces will debut later this year by greeting members with a personal welcome when they arrive at their hotel.”
More personalized and informative content based on data will eventually be added and driven by beacons now installed at greater than 500 hotel and resort properties. For example, you will receive information about the location, hours and services of the hotel fitness facility if you are the type of person who exercises daily. Other features planned in the future will enable you to order restaurant and room service menu items delivered wherever you are — such as lounging by the pool.
The mobile software application program will eventually “engage artificial intelligence to begin testing anticipatory service.”
Summary
Although some of these features are potentially useful and could save some time and money, other features seem to be little more than technological gimmicks — but then again, I have not yet tried out the mobile software application program from Marriott…
…and if you are the type of person who wishes to remain more on the private side, this technology may not be for you.
Source: Marriott International, Incorporated.
