Eye for Travel Personalizing the Guest Experience

Transcription

1 Marriott Digital Mobile and Digital Guest Experiences Eye for Travel Personalizing the Guest Experience 2017 Marriott Int l, Inc. All Rights Reserved

2 INTRODUCTION Brooks Martin Global Digital Creative Director, UX Architect Mobile & Digital Guest Experiences, Marriott International Marriott App, Ritz-Carlton App, SPG App Mobile Check-in/Check-Out, Mobile Requests, Chat, Mobile Food Ordering, In-room Entertainment, and more 2017 Marriott Int l, Inc. All Rights Reserved 02

3 INTRODUCTION 90 years 30 brands 6,000+ hotels 1.2+ million rooms 120 countries worldwide New hotel every 14 hours 2017 Marriott Int l, Inc. All Rights Reserved 03

4 INTRODUCTION 2017 Marriott Int l, Inc. All Rights Reserved 04

5 01 Let s Go To Marriott Hotels, Int l, Inc. All Rights Reserved 05

6 PROBLEM SPACE So much content So little time to tell you 2017 Marriott Int l, Inc. All Rights Reserved 06

7 Our Industry is Changing Next-Gen Travelers Competition/OTAs Brand Preference at Risk 2017 Marriott Int l, Inc. All Rights Reserved 07

8 WHY INNOVATE Gen Y = More purchasing power in the next 10 years than any generation in history 2X more likely to travel vs. Boomers Half of all travel purchases by 2020 Next-Gen Travelers Competition/OTAs Brand Preference at Risk 2017 Marriott Int l, Inc. All Rights Reserved 08

9 WHY INNOVATE Next-Gen Travelers Competition/OTAs Brand Preference at Risk 2017 Marriott Int l, Inc. All Rights Reserved 9

10 How do we innovate? SUCCESS IN INNOVATION IS ULTIMATELY ABOUT HOW QUICKY WE CAN LEARN 2017 Marriott Int l, Inc. All Rights Reserved

11 02 Our Approach Marriott Hotels, Int l, Inc. All Rights Reserved 11

12 OUR APPROACH Innovate the Process Innovate the Product 2017 Marriott Int l, Inc. All Rights Reserved 012

13 OUR APPROACH Innovate the Process Rapid Prototyping Rapid Cycles of Innovation Rapid Feedback 2017 Marriott Int l, Inc. All Rights Reserved 013

14 OUR APPROACH Innovate the Product Framework for Faster Insight Formula for Personalized Content 2017 Marriott Int l, Inc. All Rights Reserved 014

15 How do we get faster insight? Build a framework for having a better conversation 2017 Marriott Int l, Inc. All Rights Reserved 015

16 How do we get faster insight? Build a framework for having a better conversation 2017 Marriott Int l, Inc. All Rights Reserved 016

17 FORMULA FOR PERSONALIZATION Interests + Context 2017 Marriott Int l, Inc. All Rights Reserved 017

18 FORMULA FOR PERSONALIZATION Interests + Mood Mode Moment 2017 Marriott Int l, Inc. All Rights Reserved 018

19 PERSONALIZATION The phase of the guest journey Mood Consider, shop and book, pre-departure, go, arrive, stay/work/play, leave, post-stay Mode Moment CONSIDER & EVALUATE SHOP & BOOK PRE- DEPARTURE GO ARRIVE STAY, WORK, PLAY 2017 Marriott Int l, Inc. All Rights Reserved 019

20 PERSONALIZATION The specific action that the guest is taking within the journey moment, including the platform. Shopping, sleeping, finding a place to eat, eating, Mood Mode working, relaxing. M.COM APPS BRAND SITES IN ROOM TV Moment CONSIDER & EVALUATE SHOP & BOOK PRE- DEPARTURE GO ARRIVE STAY, WORK, PLAY LEAVE POST-TRIP 2017 Marriott Int l, Inc. All Rights Reserved 020

21 PERSONALIZATION The psychological states of the guest Happy, sad, tired, frustrated, delighted. Mood Mode Moment CONSIDER & EVALUATE SHOP & BOOK PRE- DEPARTURE GO ARRIVE STAY, WORK, PLAY LEAVE POST-TRIP 2017 Marriott Int l, Inc. All Rights Reserved 021

22 PERSONALIZATION The passions and interest graph of the guest Interests Favorite hotel brands, travel locations, restaurants, salad dressing, TV shows, etc Marriott Int l, Inc. All Rights Reserved 022

23 03 Our Solution Marriott Hotels, Int l, Inc. All Rights Reserved 23

24 OUR SOLUTION Adaptive UI Conversational UI Content Streams Adaptive Content Adaptive Channels Adaptive Voice 2017 Marriott Int l, Inc. All Rights Reserved 024

25 OUR SOLUTION Adaptive UI 2017 Marriott Int l, Inc. All Rights Reserved 025

26 ADAPTIVE UI Booking & Messages All Reservations My Account 2017 Marriott Int l, Inc. All Rights Reserved 26

27 ADAPTIVE UI Booking & Messages All Reservations My Account In Stay 2017 Marriott Int l, Inc. All Rights Reserved 27

28 CONTEXT AWARE LANDING STATE Not In Stay In Stay 2017 Marriott Int l, Inc. All Rights Reserved

29 OUR SOLUTION Conversational UI 2017 Marriott Int l, Inc. All Rights Reserved 029

30 ONE TOUCH CHAT FROM HERE ANYTIME! 2017 Marriott Int l, Inc. All Rights Reserved

31 CHAT 2017 Marriott Int l, Inc. All Rights Reserved

32 OUR SOLUTION Content Streams 2017 Marriott Int l, Inc. All Rights Reserved 032

33 PERSONALIZED CONTENT STREAMS Content: Just for you 2017 Marriott Int l, Inc. All Rights Reserved 33

34 PERSONALIZED CONTENT STREAMS Content: Just for you 2017 Marriott Int l, Inc. All Rights Reserved 34

35 PERSONALIZED CONTENT STREAMS Content: Just for you 2017 Marriott Int l, Inc. All Rights Reserved 35

36 PERSONALIZED CONTENT STREAMS Content: Just for you 2017 Marriott Int l, Inc. All Rights Reserved 36

37 PERSONALIZED CONTENT STREAMS Content: Just for you 2017 Marriott Int l, Inc. All Rights Reserved 37

38 CONTENT ORGANIZATION Personalized Content Access to All Content 2017 Marriott Int l, Inc. All Rights Reserved 38

39 OUR SOLUTION Adaptive Content 2017 Marriott Int l, Inc. All Rights Reserved 039

40 ADAPTIVE CONTENT Hi. Hello. Good Evening, Sir 2017 Marriott Int l, Inc. All Rights Reserved 40

41 ADAPTIVE CONTENT :-D :-) :-/ :- ~>:-( 2017 Marriott Int l, Inc. All Rights Reserved 41

42 OUR SOLUTION Adaptive Channels 2017 Marriott Int l, Inc. All Rights Reserved 042

43 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 43

44 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 44

45 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 45

46 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 46

47 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 47

48 2.6 ADAPTIVE CONTENT 2017 Marriott Int l, Inc. All Rights Reserved 48

49 OUR SOLUTION Adaptive Voice 2017 Marriott Int l, Inc. All Rights Reserved 049

50 5.2 RATIONALE Why do we need a brand voice? More than anything else, voice is what sets us apart. It tells our guests how we view ourselves. How we stand by the services we provide. And how we ll keep our promise to be there for them throughout their stay, no matter what Marriott Int l, Inc. All Rights Reserved

51 TONE SPECTRUM Marriott Tone FUNCTIONAL, STRAIGHTFORWARD, INFORMATIONAL CASUAL, CONVERSATIONAL FRIENDLY, PLAYFUL Book Confirmation Service Recovery Post Stay Mobile Key Pre-arrival Check-in & Check-out Rewards Member Active Stay Relationship Marketing In Stay User Feelings EXCITED, HESITANT, FOCUSED RELIEVED, ASSURED FRUSTRATED, ANGRY, OFFENDED RELAXED, INSPIRED INTRIGUED, SURPRISED EXCITED, NERVOUS, STRESSED RUSHED, SAD, DISTRACTED ENTITLED, SPECIAL EXPECTANT, OPTIMISTIC CURIOUS, ANNOYED BUSY, TIRED, DISTRACTED 2017 Marriott Int l, Inc. All Rights Reserved 51

52 SPECTRUM EXAMPLES Functional Functional Conversational Inviting Playful Conversational Functional 2017 Marriott Int l, Inc. All Rights Reserved 54

53 04 The Results Marriott Hotels, Int l, Inc. All Rights Reserved 55

54 THE RESULTS And it s working 20,000,000 Mobile Check-ins/Outs 3 of 5 Gen Y Guests have a Stronger Impressions of Marriott vs. Competition Tripled Mobile Check-in pace (4.5% to 16%) +2.5 Higher Satisfaction Mobile vs. Non-Mobile Experience 10,000,000 App Downloads 4+ Stars in App Store Dramatic increase in use of the word love in reviews 100% increase in engagement with digital guest services 2017 Marriott Int l, Inc. All Rights Reserved 056

55 GE TITLE Innovate your process Innovate your product Adapt your offering Allow your product to adapt as well 2017 Marriott Int l, Inc. All Rights Reserved 57

56 Marriott Digital Thank you! contact: 2017 Marriott Int l, Inc. All Rights Reserved