SPECIAL REPORT
companies , says Benvenuti , is building a standard application programming interface , or API , to connect technologies , because nice-to-have platforms like direct messaging will not revolutionize the hotel industry .
“ The industry must move to the cloud so everyone can connect and unlock data ,” he implores , adding that industry consolidation might help start this movement . “ CEOs must look beyond their silos and move to the cloud . Expedia is spending millions to move to the cloud , but hotel brands are not doing this .”
Wyndham Worldwide says it is doing just that and about a year ago started moving its PMS , CRS and digital platforms to the cloud , according to Barry Goldstein , senior vice president and chief digital and distribution officer at the Parsippany , New Jersey-based giant . “ From a PMS perspective , we are about 80 % to 90 % done , and we are about one-third of the way through moving our brand ’ s CRSs to the cloud .” The company also has completed moving digital platforms to the cloud . “ About three-quarters of the way through this year we will be able to start to take all that customer data and understand it better ,” he says .
Once Wyndham has the cloud-based system in place , Goldstein says it can take rewards data , a new reservation and perhaps data sent by text , and recommend amenities and services to a guest or anticipate needs for a better property-level experience . “ To us , it ’ s micro-moments ,” he says . “ It is providing a more curated number of choices instead of an incredible number of potential choices that you may have at the time of a booking , or even when you get on property .”
But until more hoteliers reach for the cloud , they are working mightily
The just-released update to Marriott ' s loyalty app links users to a direct messaging option to make personal requests .
to personalize stays via strategies that include , among others , greater activation of loyalty programs , continual testing and refinement of communication platforms such as direct messaging and beacon technology , and by delivering more customized content via apps , the web and social media . Not surprisingly , most of this work is taking a mobile-first approach .
IMPROVING ACROSS CHANNELS Delivering “ in the moment ” on a mobile platform is why Marriott International just launched , after a nine-month process , a reiteration of its mobile app . George Corbin , vice president of digital strategy , calls it the first part of a multipronged strategy around deepening a one-to-one relationship with customers . “ It ’ s not just about improving personalization on the app , but frankly across our channels ,” he says .
In the new version of the app , the user experience is more contextual . If it ’ s a guest ’ s check-in day , the app will open on the “ stay ” screen and allow , for example , a check-in option , the ability to make requests before arrival , and , say , driving directions . “ It ’ s all the relevant services that you need for that moment served up in context so you don ’ t have to hunt and peck for it ,” Corbin says .
After generally observing that app ergonomics are not always optimal , the new Marriott app was created with the “ One Button .” “ Travelers do a lot of tapping around , and it ’ s hard to do when you ’ re moving through an airport ,” Corbin explains . “ When you tap the One Button located very conveniently for your thumb , it will cycle through the different use cases , for example , the booking screen ; you can tap again and it will pull up the upcoming stay screen ; again and it will pull up the rewards screen .”
Marriott also incorporated a news feed concept similar to Facebook or Twitter . “ We ’ re not making the mistake of trying to cram so much into a single screen so you ’ re bludgeoning the customer ,” he says . The feed provides information relevant to guests at a particular moment . For example , a guest checking-in can tap the “ stay ” screen and see hotel services and content on dining and nightlife .
Before relaunching the app , Marriott tested for three things : customer adoption , asking customers what they want on the app and designing it for optimal use ; technology that works all the time and is scalable globally ; and operationalization – could the company deliver on
24 hotelsmag . com March 2017