Chinese guests at Marriott International, the world’s largest hotel chain, will soon be able to check in with a quick scan of their facial features.

The Joint Venture of Alibaba Group and Marriott International has announced it is spearheading Marriott International’s facial recognition check-in pilot with Fliggy, Alibaba’s travel service platform, as it aims to continually elevate the travel experience for tech-savvy Chinese travellers.

“We are excited to partner with the joint venture yet again to offer an innovative and convenient check-in alternative for Chinese travellers. Marriott International has a track record of embracing cutting-edge technology to create memorable experiences for guests,” highlighted Henry Lee, COO and MD of Marriott International Greater China and Board Member of the JV. “With technology, our hotel associates can work more efficiently to do what they do best – delivering personalized service to our guests.”

Image source: Channel NewsAsia

With Fliggy’s expertise in facial recognition technology and the joint venture’s hospitality insights, the pilot will kick off from July 2018 at two Marriott International properties in China – Hangzhou Marriott Hotel Qianjiang and Sanya Marriott Hotel Dadonghai Bay, with the goal of global rollout across Marriott International’s properties in the future. This move is set to position Marriott International as a pioneer global hospitality company to offer this seamless check-in experience.

The check-in process can be completed in less than a minute. Chinese guests simply need to scan their IDs, take a photo and input contact details on a self-help machine. The intelligent device will then dispense room key cards after identities and booking information are verified.

Both the companies had announced the establishment of a joint venture last year to redefine the travel experience for the hundreds of millions of Chinese consumers traveling abroad and domestically every year. As incomes rise, China’s middle class is looking for higher quality products and travel experiences. This new technology is perfectly designed to satisfy consumers’ expectations for seamless, integrated, personalized, and convenient travel solutions.

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Delta Hotels, part of Marriott International Inc., has opened the 339-room Delta Hotels by Marriott Shanghai Baoshan in China, marking the entry of the North American hotel brand into the Asia-Pacific market.

The hotel is owned and managed by Shanghai Baolian Real Estate Co. Ltd. The building, with its Georgian-inspired facade, is located close to downtown Shanghai in the city’s waterfront Baoshan district, at the mouth of the Huangpu River. The hotel is near the Wusongkou International Cruise Terminal, which has the capacity to handle 3.6 million cruise passengers every year.

This expansion crowns a fantastic year of growth for the brand as it expects to expand its global portfolio to 66 properties worldwide by the end of 2018, in a statement according to the company. Delta Hotels has been undergoing a rapid expansion ever since it was acquired by Marriott International in 2015.

“We are very excited to introduce the first Delta Hotels by Marriott to the Asia Pacific region,” said Marriott’s Vice President of Brand & Marketing for Asia-Pacific, Mike Fulkerson in a statement.

“Delta Hotels is a premium brand with a clear brand ethos of ‘Simple Made Perfect.’ The Delta Hotels by Marriott Shanghai Baoshan delivers on this promise by providing a full complement of streamlined services in a simple, straightforward way.”

Marriott has been aggressively eyeing APAC with a slew of partnerships and launches via its hotel brands. In August last year, the company announced a joint venture with China’s Alibaba to redefine the travel experience for millions of Chinese consumers traveling abroad and domestically every year. Additionally, it rolled out its mobile check-in feature across APAC with members of Starwood Hotels and Resorts’ loyalty programme, Starwood Preferred Guest (SPG), now being able to check-in via mobile device in more than 300 hotels across the Asia-Pacific region, including Hong Kong.

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Members of Starwood Hotels and Resorts’ loyalty programme, Starwood Preferred Guest (SPG), will now be able to check-in via mobile device in more than 300 hotels across the Asia-Pacific region, including Hong Kong.

Image source: MelbTravel

The new mobile check-in feature is available for members who have downloaded the SPG mobile app and booked their stays directly with SPG on its website or in the app.Members will receive a notification a day before their stay asking if they would like to check-in using the app. On the day of arrival, a notification will be sent to their mobile device alerting them that their room is ready and their key is waiting for them at the front desk. When they checkout using the SPG app, their folio will be emailed to them.

Marriott is going to offer these app features for SPG members checking in at Westin, Sheraton, St Regis, Four Points, Le Meridien, Tribute Portfolio and The Luxury Collection hotels. More hotels will begin offering this feature on the SPG app with the global rollout completed by the end of 2017.

“Mobile check-in is incredibly popular among our Marriott Rewards members within Asia Pacific and we have seen usage grow almost 170% from 2015 to September 2017 which is why we wanted to extend this convenient app feature to SPG members as well,” said Irene Lin, VP of digital, loyalty and portfolio marketing, Asia Pacific at Marriott International.

“Mobile check-in is another example of how we are taking the best of our loyalty programmes to make the travel experiences for all of our 100 million members even better, with unmatched benefits and services rolled out at scale.”

Marriott first launched mobile check-in, checkout and room ready alerts in 2013, which is now available at all hotels that were in the Marriott portfolio before the company’s acquisition of Starwood Hotels and Resorts.

Over the last few years, a mobile revolution has been brewing around us as hoteliers shift their focus to mobile bookings. They have realised the need to engage with guests beyond the regular face-to-face interactions. A mobile service portal gives them the perfect opportunity to engage, and even upsell amenities to boost incremental revenues, paving the way for self-check-in to be a standard in a few years.

Read more on how California-based startup Proxce is creating a seamless and secure hotel check-in experience, here.

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Snapchat is fast emerging to be a popular channel for brands to connect with young audience. Over 400 million Snaps are shared everyday on the platform making it the right place to connect with young, inquisitive and digitally adapt travellers. Marriott Rewards, the popular loyalty program from Marriott International is introducing some of its properties and loyalty benefits to the Snapchat devotees through a four part series ‘Six Days, Seven Nights’. This series of four ‘Snapisodes’ is tailored specifically for Snapchat with an in-the-moment unscripted approach and shot in portrait.

“There are a million reasons to travel and thousands of great places to visit, and we have incredible properties in just about any destination our guests want to go,” says Amanda Moore, Senior Director, Social & Digital Marketing, Loyalty. “Six Days, Seven Nights introduces the Snapchat audience to the places, properties, people and program benefits that fuel our member’s experiences while travelling the world.”

Each three minute ‘Snapisode’ takes the viewers through new destinations, cultures, communities and Marriott properties through the lens of popular social media influencers, Tom Jauncey of Beautiful Destinations, Diipa Khosla, Sara Hopkins and Jen Levinson. The video series takes place in Berlin, Seoul, Dubai and New York following the host as they take viewers through their adventures. The series showcases four properties, Moxy Berlin Ostbahnhof, Renaissance New York Times Square, THE PLAZA Seoul (Autograph Collection Hotels), and one yet to be named.

At the start of the episode the host states their “mission” for the week, then sets out to tackle their objective, using insights and guidance from the hotel staff, locals and even audience members following along on the Marriott Rewards Snapchat channel.  In episode one, Jen Levinson, a notoriously picky eater, sets out to broaden her palate and discovered the best food Berlin offers, from currywurst to frog legs. In episode two, Tom Jauncey was challenged to capture the most epic shots of New York City – the higher the vantage point, the better. Throughout the episode, Tom brings Marriott Rewards members along from the depths of Grand Central Terminal to a birds-eye view of the Statue of Liberty via helicopter.

Parts of the ‘snapisodes’ have also been filmed using Snapchat Spectacles. With a highly visual approach and fast growth, Snapchat is emerging to be an interesting addition to the digital marketing plans of travel brands. Marriott International has been leveraging Snapchat for a while along with other popular travel brands like Conde Nast Traveler, WOW Air and Matador Network. This campaign further highlights the relevance of the social network for travel brands. If you are not using it yet for your brand, here is your quick start guide.

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For the 20th consecutive year, Marriott International, Inc. is one of the Fortune 100 Best Companies to Work For. Marriott ranked #33 on the list, which is based on employee ratings of their workplace culture, including trust in their leaders, pride in their jobs and camaraderie with co-workers.

In announcing the 20th anniversary 100 Best list, research and consulting firm Great Place to Work and Fortune revealed that Marriott is also being recognised as one of the Great Place to Work Legends for having appeared on the list every year since the ranking was first published.

“Since the founding of our company, associates have lived our core value of putting people first. They have contributed to creating a family-like, inclusive culture that welcomes all guests and has led to business success,” said Arne Sorenson, Marriott’s president and CEO. “We are deeply honoured to have been recognised by Fortune each year since the list was established in 1998.”

Great Place to Work research shows that list winners outperform the stock market, beat industry rivals when it comes to talent retention and demonstrate higher levels of productivity than peers. Marriott’s own studies show that when associates are highly engaged it has a positive impact on productivity, retention and guest relations.

“Our company culture is the most important element for attracting and retaining top talent and ensuring future success,” said David Rodriguez, executive vice president and global chief human resources officer. “Our TakeCare commitment to associate wellbeing and happiness helps associates live their best lives and drives our business success.”

“We are proud of the Great Place to Work Legends,” said Michael C. Bush, CEO of Great Place to Work. “These companies have done the hard work of creating, maintaining and improving a culture that puts people at the centre. And they have reaped the business advantages that come with high-trust workplace relationships.”

Google tops the list and is recognised as the best company to work for. Hilton Worldwide is at the 26^th spot on the list. Four Seasons Hotels and Resorts also features on the list at 79^th spot. The chain has also been recognised on many other occasions as an employer of choice, hiring and developing local talent. Delta Air Lines is the only airline to feature on the yearly list ranking no 63 on the list. The carrier was also recently named one of the Fortune magazine’s most admired companies for the fourth consecutive year.

You can find the full list here.

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With the motive to expand its business network and consumer base, Marriott International has associated with Rakuten Travel to distribute all of its hotel inventory on the online travel platform.

As a result of this agreement, Japanese travellers will be able to check room inventory and rates, as well as make bookings at 4300+ Marriott Hotels globally via digital device.

According to the article, elaborating on this business development, Peggy Fang Roe, chief sales and marketing officer at Marriott International, Asia Pacific, quoted:

“Rakuten Travel deeply understands the buying behavior of Japanese travellers, particularly online, and that is a big focus for us.”

Marriott International has taken many initiatives in the digital space. Last year, the hotel brand joined hands with Alitrip to simplify room bookings for Chinese travellers. Also, it introduced Mobile Request feature that allows hotel guests to make requests for the amenities as per their requirements. It started a new virtual travel content platform called ‘VR PostCards’ through which travellers can experience in 360 3D via virtual reality headset. Similarly, it launched ‘VRoom Service’ through which guests can order inspiring virtual reality experiences to their rooms. This clearly points out the fact that Marriott International is extending its hold in the international market while connecting with travellers extensively.

Related Article: Marriott International partners with Alitrip for targeting Chinese travellers

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With another month coming to end, we have more interesting stories to share. This month we saw some major acquisitions being announced. In a bid to go strong against Airbnb, Expedia announced the acquisition of HomeAway while Marriott announced the acquisition of Starwood Hotels to create the biggest hotel chain. We have created a round-up of some of our most popular stories this month just in case you missed them.

#1. Marriott International to acquire Starwood Hotels

With a goal to create the largest hotel company in the world, Marriott International declared to purchase Starwood Hotels and Resorts for USD 12.2 billion. Starwood is a popular brand among young travellers and has got strong reward programs. After the acquisition is complete, it will have 5500 properties and more than a million hotel rooms under 30 brands. Read the full story Marriott International to acquire Starwood to boost global presence.

#2. Predictions for industry trends from Phocuswright Conference

The industry is changing fast and with large number of experts under the same roof, events like Phocuswright Conference help us update ourselves with the trends. There were discussions about activity space, Chinese market, big data and lot more. We compiled a list of top tweets shared during the event that sum up the state of travel industry. Read the full story 9 Tweets from Phocuswright Conference that sum up the state of travel industry.

#3. Conversation with Maunik Thacker, Senior Vice President of marketing at Marina Bay Sands

In a very short time period of 5 years, the Marina Bay Sands hotel has become the top venue for business events in the region. With correct positioning and by tapping into right markets, it enjoys close to full occupancy all year round. We had a chat with Maunik Thacker who shared the secrets of hotel’s immense success. Read the full story Maunik Thacker, Senior Vice President of Marketing at Marina Bay Sands shares the hotel’s success mantra.

#4. Domestic carriers can offer ‘Zero bag’ fares

DGCA has allowed domestic carriers to roll out ‘Zero bag’ fares. Under this, they can offer discounted price for tickets for travellers who are travelling without any check-in luggage. This would also allow them to charge penalty against the baggage for tickets booked under ‘Zero bag’ fares. Read the full story New DGCA regulation allows domestic carriers to offer ‘Zero bag’ fares.

#5. British Airways receives huge backlash over Twitter

British Airways stayed on top of Twitter trends for the bad reasons. After messing up a Twitter reply to Sachin Tendulkar, widely regarded as the greatest cricketer of all time. The fans actively tweeted against British Airways for being irresponsible and giving pre-drafted replies to the star cricketer. Read the full story This tweet by British Airways to India’s God, Sachin Tendulkar has put them in Hall of Shame.

#6. Goibibo’s ex-COO joins MakeMyTrip

Soon after parting ways with Goibibo, Deepak Tuli joined MakeMyTrip as Senior Vice-President-Growth Business. He was one of the co-founders of Goibibo and was functioning as the COO with the OTA. With MakeMyTrip, he will be developing new strategies to grow business in accommodation segment. Read the full story Goibibo’s ex-COO Deepak Tuli joins MakeMyTrip as Senior VP.

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Moving ahead of iPads and mobile requests, Marriott has introduced ‘VRoom Service’ for the guests at two of their prime properties in New York and London. They are offering room service delivery of virtual reality kit powered by Samsung Gear VR for the guests to experience ‘VR Postcards’. These VR Postcards are short 360 degree 3D tours to Andes Mountains in Chile, an ice cream shop in Rwanda, and the streets of Beijing and feature travellers sharing stories about the value of travel.

The VR kit arrives in an elegant steel case

This isn’t the first time Marriott has made a move towards virtual reality. They joined hands with Framestore last year as well to come up with virtual teleporter, booths to give 4D experience with Oculus. Marriott has always been among the first movers when it comes to new technology. They were ready with their Apple Watch app the day it was launched and also introduced mobile check in & requests to simplify user experience.

Why the move towards VR?

Marriott has always tried to position itself as a hospitality brand quick in adopting new media technologies. The VR Postcard hardly serves them a strong purpose but makes them the forerunner in the race. Earlier this year, they announced a partnership with Netflix. The ‘VRoom Service’ will position them as a preferred choice for digital travellers. The number of millennial travellers is going up fast and with these innovations, they are trying to attract them towards the brand. Their ‘Get teleported’ activity last year, which involved setting up kiosks in public places, was focussed more on marketing but the VR Postcards are about offering the guests a new experience.

“Travel expands our minds and helps push our imagination,” said Matthew Carroll, vice president, Marriott Hotels. “Our guests want to be in inventive spaces that help foster their creativity and thinking. VRoom combines storytelling with technology, two things that are important to next generation travelers.”

What does VR hold for the industry?

VR is usually related with industries like gaming and entertainment but many brands have showcased how it can find a place in travel industry. Qantas joined hands with Samsung to offer the travellers a VR tour. The idea was to inspire more people to travel to Australia. Google announced Expeditions for virtual educational tours during the announcement of Google Jump project.

While content creation is tough, the viewers have become affordable. This has led to many adventure tour operators using virtual experiences to get more people to try out adventure sports for real. Travel inspiration has moved from text to images to videos and now a new breed of content creators is coming up armed with VR content. Very soon we might see more activities like ‘VRoom Service’ from other travel brands with a wider choice of content and viewing options.

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Marriott recently added a new feature called Mobile Request to its mobile app. This new feature would allow the guests to place a wide range of service requests using the mobile app instead of calling up the front desk. Multiple hotel brands are focussing on integrating mobile devices better in the system to woo new age customers and Marriott has taken a step in the same direction.

Marriott is trying to redefine the way hotel staff and guests communicate with each other with the addition of a new feature to their mobile app. The new Mobile Request feature allows hotel guests to make requests for amenities through the app. With this new feature, they are trying to cater to the newer generation of guests and making the experience smooth for them.

Users can also choose to chat with a representative

This new feature would make it easier for guests to place service requests. Apart from the room service requests, guests in transit can use the feature even better. They can easily schedule a pickup using the app. Otherwise, they would have to look up the hotel phone number, call them, mention the booking ID and place the request. Not exactly a very smooth experience for someone waiting to board a flight.

“Some 75 percent of people travel with one or more mobile devices and the percentage is higher for younger travellers,” said Matthew Carroll, vice president, Marriott Hotels. “We know today’s travellers want a mobile experience built around their changing needs and desire to communicate on their terms. Mobile Request is the brand’s next evolution since our introduction of mobile check-in, checkout and room ready alerts worldwide.”

(Image: source Geograph by Christine Matthews / CC BY-SA 2.0)
The millennial travellers are highly dependent on devices and this move would definitely help them lure the millennials. Hotels, as we know them, will go away to make place for modern more connected hotels. This move by Marriott is a step in the same direction. Many hotels are trying to minimise the time their guests spend interacting with the front desk and some are aiming to bypass it altogether. Starwood hotels recently introduced keyless entry across multiple properties so that people can head straight to their rooms and use their smartphone as a key. Hilton plans to do something similar across 4100 properties by the end of this year.
At present, the Mobile Request feature has been rolled out to 46 Marriott properties but they will soon be expanding the service to the entire Marriott portfolio.

Update (June 17, 2015)- Indian hotel companies are also planning to focus on mobile devices and ITC is very close to launching a mobile app.

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