Marriott International has revamped its mobile application in a bid try and be more relevant to guests… at the right time.
Developments include design improvements, personalisation and better tie-in to the loyalty programme which is being updated to enable easier ways to spend points.
George Corbin, the hotel giant’s senior vice president of digital, provided Tnooz with the what and why of the developments as well as a view on more general digital trends.
On… disruption and the changing customer
The industry is undergoing a lot of disruption. The customer is changing. A combination of Gen X and Gen Y is going to be three-quarters of room nights in 2018.
When we look at Gen Y, we see they want to travel more than the boomer audience by a factor of 2:1. They will make up 50% of spend by 2020 and experiences matter more to them.
Digital has become central to the travel experience – 75% of all “stayed and paid guests” used one of our digital channels during their stay. Mobile has become indispensable before during and after the stay.
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