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Marriott
- 1. 1
- 2. MOBILE IS 50% TRAFFIC GROWING $.09B $.325B $.730B 2010 2011 2012 2013 $1.3B 2014F $1.6B
- 3. SETTING THE FOUNDATION FOR MOBILE GUES5T0 S%ERVICES TRAFFIC
- 5. Mobile Check-in/out LIVE AT 1,200 HOTELS ACROSS 12 GLOBAL BRANDS
- 6. 3,000 HOTELS IN 1 DAY North America: SELECT SERVICE & EXTENDED STAY NORTH AMERICA SELECT SERVICE & EXTENDED STAY
- 7. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 7 PARTNERSHIP WITH GLOBAL OPERATIONS + ON-PROPERTY F & B Mobile Guest Services Execution SPA & GOLF FIELD MKTG / DIGITAL SVCS FINANCE FRONT OFFICE TOTAL HOTEL
- 8. MOBILE. EXCLUSIVE. ON-PROPERTY. LOCATION BASED MESSAGES
- 9. 9 Some perks provide information to make the guests’ stay more enjoyable.
- 10. 10 And some perks are on-property offers.
- 11. 11 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
- 12. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 12 Overview 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
- 13. Messaging Strategy Keys to Success: 1. Contract Strategy 2. Customer Control 3. Relevance 1. Value 2. Clear Goals
- 14. Pre-Arrival Email Offers Page MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY Yes No Location Based Push iBeacons @ contextual touch points Download App & Opt-in Redeem Manage the Experience: Build a contact strategy for your customer
- 15. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 15 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
- 16. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 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)
- 17. Be Highly Relevant: Use Segmentation to make messages relevant to your customer Tequila Bar MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY Welcome 1 Welcome 2 & 3 Exchange / Coffee Marina Kitchen Marina Kitchen Tequila Bar Tequila Bar
- 18. Be Highly Relevant: Use Segmentation to make messages relevant to your customer Offer / Message Beacon Location (s) Range Expiration Frequency Dayparting MOBILE GUEST SERVICES Su M Tu W Th F Sa CONFIDENTIAL AND PROPRIETARY 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 Offer 25 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 Hut 8) North Tower/Fitness Center 9) pool tiki bar
- 19. Highly Valuable: Identify message types that drive high response rates MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 19 ENJOY YOUR STAY INFORMATION ABOUT THE HOTEL RESTAURANT / BAR ENCOURAGE GUESTS TO VISIT AND STAY STARBUCKS SPECIAL OFFERS AND EXPERIENCES HOTEL PROMOTE HAPPY HOUR OR SIGNATURE DRINK
- 20. WELCOME/ ENJOY YOUR STAY Push Message Experience LOBBY LEVEL & CONVENTION ENTRANCE Discover hotel offers and experiences
- 21. EXCHANGE/FREE COFFEE Push Message Offer ENTRANCE TO EXCHANGE
- 22. MARINA KITCHEN/OFFER, LIVE MUSIC + HAPPY HOUR Push Message Offer ENTRANCE TO MARINA KITCHEN & INSIDE
- 23. TEQUILA BAR/ OFFER, LIVE MUSIC + HAPPY HOUR Push Message Offer Tequila Bar Hut, North Tower & Pool Unwind with an exclusive offer from the Tequila Bar
- 24. Program Goals: Align KPI’s & track everything total check-ins Check-ins by property # Email Sent % Open Rate % CTR MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY Path to redeeming a mobile offer Results % Open Rate # Unique Visitors # Avg. Duration Total & % activations Activation rate by outlet Total & % redemptions Total & % of redemptions by outlet Check in to property XXXXXXX Aware of offer Email Open & CTR Downloads Opt-in Rates Received Message Push Open CTR Message Open & CTR Activate Click redeem button Transact Purchase 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
- 25. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 25 PICK THE RIGHT PARTNER TO HELP YOU INNOVATE
- 26. MOBILE GUEST SERVICES CONFIDENTIAL AND PROPRIETARY 26 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
Notes de l'éditeur
- I’M ANDREW HAYNES, DIRECTOR OF DIGITAL PERSONALIZATION AT MARRIOTT INTERNATIONAL TODAY, I AM GOING TO TALK TO YOU ABOUT MARRIOTT’S MOBILE JOURNEY AND OUR EXPERIMENTATION WITH BEACONS
- MOBILE IS GROWING! For Marriott In late 2010 we launched our first apps allowing customers the ability to browse, book, and utilize their Marriott Rewards account. We have seen over 100% growth each year. Last year alone, the app generated over $1B in revenue and is expected to surpass $1.6 Billion in 2014. Click With more than 4M downloads and Marriott.com in full responsive design, 50% of Marriott’s traffic is now mobile. Being successful in mobile is now tables takes for Marriott Click
- Now, Marriott is transitioning from mobile commerce to on-property, mobile guest services. Imagine being able to check-in from anywhere, receive real-time alerts when your room is ready, and check-out without going to the front desk. Or , perhaps receive a location based, PERSONALIZED message when you enter the hotel welcoming you or WITH A PERFECT offer. These services are only the beginning of what mobile will enable for Marriott Customers. Let’s take a look at short video summarizing some of the key halo moments we have already created for our guests.
- In 2012, Mobile Check-in and Check out started as a proof of concept in 15 hotels. In 2013 we rolled this out to our Marquis Brand, Marriott Hotels, and this year we rolled it out to over 1,200 hotels, across 12 of Marriott’s brands globally so far.
- And later this year, we will roll out mobile check-in/out to over 3,000 additional hotels, to all of our brands, making it the largest offering of it’s kind within the hospitality industry
- MOBILE GUEST SERVICES LIKE MOBILE CHECK-IN/OUT WOULD NOT HAVE BEEN POSSIBLE WITHOUT THE STRONG PARTNERSHIP BETWEEN DIGITAL + OPERATIONS… ON PROPERTY STAFF PLAY AN IMPORTANT ROLE IN TECHNOLOGY EXECTUION AND EDUCATION OF GUESTS. IN 2012 WE LAUCNHED THE GUEST SERVICES APP, AN APP SERVICING 15 OF OUR PROPERTIES. IN THIS APP WE TESTED MOBILE CHECK-IN, CHECK-OUT, SERVICES REQUESTED, AND NOW BEACONS. HAVING THIS PIPELINE TO THE PROPERTY IS WHAT MADE THINKING ABOUT TESTING BEACONS A POSSIBLITY
- SO NOT LET’S TALK ABOUT LOCAL PERKS. SO WHAT IS LOCAL PERKS? LOCAL PERKS ARE MOBILE, ON-PROPERTY, EXCLUSIVE, LCOATION BASED MESSAGES
- SOME PERKS PROVIDE INFORMATION TO MAKE THE GUESTS’ STAY MORE ENJOYABLE…. THIS IS AN EXAMPLE OF THE WELCOME MESSAGE THAT GUESTS RECEIVES WHEN ENTERING OUR HOTELS
- AND SOME PERKS ARE ON-PROPERTY OFFERS. THESE MESSAGES CAN RANGE FROM FOOD & BEVERAGE, TO SPA, TO GOLF OFFERS.
- LOCAL PERKS ARE 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 United States
- OUR GOAL WITH LOCAL PERKS ARE: 1: BE THE FIRST HOSPITALITY COMPANY TO LEVERAGE BEACON TECHNOLOGY 2; TEST AND LEARN WHAT TYPES OF MESSAGES WORK WITH CUSTOMERS 3: CREATE ENGAGING EXPEREINCES FOR OUR MEMBERS THAT SURRPISE AND DELIGHT
- NOW LET’S TALK ABOUT THE KEYS TO SUCCESS FOR MOBILE MESSAGING AND LOCAL PERKS: 1ST YOU MUST FOCUS DEFINING THE CUSTOMER EXPERIENCE AND HAVING A CONTACT STRATEGY 2ND: YOU MUST STREAMLINE OPT-IN THROUGH STRONG MARKETING, AND PREFERENCE MANAGEMENT FOR DIFFERENT MESSAGE TYPES 3RD: FOCUS ON AUDIENCE SEGMENTATION, THOUGH BEACON PLACEMENT 4TH: DELIVERY HIGHLY VALUABLE MESSAGES – THIS IS THE VALUE EXCHANGE WITH GUESTS 5TH: ALIGN ON KPI’S AND MEASURE EVERYTHING
- THIS IS AN EXAMPLE OF A CONTACT STRATEGY: THE CUSTOMER RECIEVES AN EMAIL MARKETING THE EXPERIENCE WITH INSTRUCTIONS TO PARTICIPATE THE CUSTOMER DOWNLOADS THE APP AND OPTS IN BEACONS ARE PLACED AT APPROIPRIATE AREAS THROUGHOUT THE PROPERTY AS THE CUSTOMER NAVIAGATES THE PROEPRTY, THEY RECEIVE LOCATION BASED MESSAGES THEY CUSTOMER CAN PRESENT THE OFFER AT THE POINT OF SALE TO REDEEM
- WHEN MARKETING THE EXPERIENCE, FOCUS ON CONTEXTUAL TOUCH POINTS SUCH AS: PRE ARRIVAL EMAILS HANDOUTS WHEN THE GUEST CHECK-INS AND ON PROPERTY BANNERS BE SURE TO EDUCATE CUSTOMERS ON THE VALUE PROPOSTION AND HOW TO PARTICPATE. THIS IS A NEW EXPERIENCE FOR CUSTOMERS
- PUT THE CUSTOMER IN CONTROL – ALLOW CUSTOMERS TO OPT-IN TO RECEIVE MESSAGES SHARE LOCATION AND CENTRALLY MANAGE THEIR PREFERENCES FOR DIFFERENT MESSAGE TYPES FOR US, THE CUSTOMER MUST ACCEPT MESSAGES, SHARE LOCATION, AND TURN ON BLUE TOOTH MANUALLY. ADDITIONALLY, BECAUSE WE ARE SENDING DIFFERENT TYPES OF MESSAGES, THEY CAN CONTROL THE MESSAGES THEY WANT TO RECEIVE.
- USE SEGMENTATION TO MAKE MESSAGES HIGHLY RELEVANT. @ THE SAN DIEGO MARQUIS, WE ARE LEVERAGING 8 BEACONS TO CREATE OUR EXPERIENCE WE USE A VARIETY OF BEACON RANGES, AND CONFIGURES TO CREATE OUR EXPERIENCE
- FOR EACH MEASSAGE WE LEVERAGE SEVERAL BEACONS WE SET A SPECIFIC RANGE FOR EACH BEACON TO STORYBOARD THE MESSAGES - FOR EXAMPLE, THE WELCOME MESSAGE IS SET FOR 80 METERS VS. OTHER AT 25 METERS TO MAKE SURE THIIS IS THE FIRST MESSAGE GUEST RECEIVE AND MANAGER THE FREQUENCY AND DAYPARTING – DON’T OVER MESSAGE - FOR EXAMPLE MESSAGE #3 ADDS ADDITIONAL MESSAGES FOR HAPPY HOUR AND LIVE MUSIC ON SATURDAY AND SUNDAY
- SEND HIGHLY VALUABLE MESSAGES THAT DRIVE HIGH RESPONSE RATES WE ARE TESTING DIFFERENT MESSAE TYPES: WELCOME + HOTEL INFORMATION = HOTELS AMENITIES LIKE DINING, POOL, AND HEALTH CENTER SPECIAL OFFERS: F&B, GOLF AND SPA OFFERS EXCLUSIVE INNATATIONS: EVENTS, HAPPY HOURS, AND PASSES TO THE M-CLUB LOUNGE
- SO LET’S WALK THROUGH THE EXPEIRENCE AT THE SAN DIEGO MARQUIS. AS THE CUSTOMER ENTERS THE HOTEL, THEY RECEIVE A WELCOME MESSAGE, AND WHEN THEY SCROLL RIGHT FOR MERCHANDISED HOTEL SERVICES SUCH AS: HEALTH CENTER POOL AND ON-PROPERTY RESTAURANTS. THESE IS THE TOP COTENT ASKED FOR FROM THE FRONT DESK
- WHEN NEARING THE EXCHANGE, A GRAB AND GO GRILL, THEY RECEIVE A OFFER FOR A FREE COFFEE WITH THE PURCHASE OF A BREAKFAST SANDWICH
- @ THE MARINA KTICHEN AN OFFER FOR A FREE APPITIZER IS SENT, PLUS ON WEEKENDS THE LIVE MUSIC AND HAPPY HOUR MESSAGE ARE ADDED
- AS THE CUSTOMER APPROACHES THE POOL, EY RECEIVE AN OFFER FROM THE POOL SIDE TEQUILA BAR, AND FRIDAYS AND SATURDAY LIVE MUSIC AND HAPPY HOUR MESSAGES
- FINALLY, ALIGN ON YOUR KPI’S, AND DEFINE YOUR CUSTOMER FUNNEL – WE MEASURE EMAIL PUSH NOTIFICAITON OPT RATES ENGAGEMENT RATES AND OFFER REDEMPTIONS
- FINALLY, PICK THE RIGHT PARTNER TO TEST AND GROW WITH. A BIG THANKS TO SWIRL FOR THEIR PARNERSHIP…… WE HAVE LEVERAGED SWIRL’SINDOOR AND OUTDOOR BEACON’S, AND MESSAGING PLATFORM DURING OUR PILOT AND THEY HAVE BEEN A FANTASTIC, HELPING US PLACE THE BEACONS, AND TRAINING US ON THEIR PLATFORM AND MAKING ON THE FLY ENHANCEMENTS.
- THE MARRIOTT MOBILE APP….THE PERFECT TRAVEL CAMPANION