Marriott brings swipeable experiences, real-time messaging to its app

Dive Brief:

Marriott redesigned its mobile app based on observing how travelers engage with their devices the company said in a press release.
One change is making navigating the app easier with a “one-button” ergonomic design. Additionally, the home screen was changed to four dynamic swipeable screens that provide users with information relevant to their current need such as a mobile check-in screen for people leaving on a trip while users planning future travels are given access to Marriott Rewards account information.
Later this year the app will debut a real-time messaging service called mPlaces that will push personalized content and information to users through beacons installed at more than 500 hotels. The press release provided an example of a user who typically works out when traveling would get information about fitness facility as an automated push message.

Dive Insight:

Mobile is an important part of the experience for travelers these. According to Google 74% of people have at least one travel app on mobile devices, and more than half of smartphone owners use their devices for travel-related activities.

Marriott’s mobile app redesign and its focus on the user experience points to the importance of mobile interactions and how that has become an integral part of the overall brand experience. As an extremely high-touch customer experience industry and brand, Marriott’s new mobile app is based on making its customers’ lives easier, from the screen interface to automated personalized messaging. For example, the one-button design was undertaken after the hotelier noticed that travelers had to balance their smartphones with one hand and their luggage in the other.

The revamped app is an example of how Marriott is banking on technology to re-imagine customer service by delivering a more personalized and anticipatory experience. For example, Marriott is also rolling out Mobile Key, which enables guests to check-in via the app and use their phone to open their door, to more than 500 hotels globally. For the first time, the app will also deliver curated original travel content based on users' hotel searches and travel plans.

Marketers in other industries, such as retailers, can take notes on Marriott’s customer-first approach and use of technology such as in-hotel beacons to drive customized interactions with their customers.