Traditionally, the hospitality industry lags behind others with regard to technology investment. As consumers are becoming more and more connected, hotels have been ramping up their tech spending to cater to their guests’ lifestyles and mimic the tech environment they have in their homes.
Hospitality Net published a news report today that discusses how Marriott is using technology to help hotel guests check-in wirelessly via their mobile device. Teaming up with Microsoft and Intel, Marriott is testing a mobile wireless check-in solution at the Redmond Marriott Town Center in Redmond, WA - the home of Microsoft. If it proves successful, Marriott will consider a rollout plan for its other properties.
Guests with Microsoft PocketPC-based mobile devices can download software from the Marriott website (Arrive.Marriott.com) which will allow them to connect securely and directly to the hotel’s property management system and check-in wirelessly at their convenience.
Upon arrival, guests can pick up their room key from an automated key dispenser in the lobby. From the Marriott Arrive user guide, the wireless check-in option will also allow guests to change smoking and bed preferences, the length of stay, select the number of room keys needed, select a Marriott Platinum Rewards® member gift, if applicable, and review and email folio.
At first glance, this wireless self check-in option seems to counter Marriott’s “spirit to serve”. Hotel guests should see and interact with the friendly face behind the front desk. In other aspects, however, it makes sense strategically. It strengthens relationships with giants Intel and Microsoft, who likely helped fund the project. Many guests will appreciate the convenience of self check-in, especially when the traditional check-in carries a wait. It helps position Marriott as a more hip and connected brand, something they have been focusing on in other areas such as their bars. In addition, through the required Marriott Mobile program, it allows them to capture valuable screen space on consumer’s PDAs and smartphones, serving as a daily reminder of which hotel brand to choose.
