Marriott’s check-in app introduced to Asia Pacific hotels
OVER 300 hotels across Asia Pacific are introducing Marriott International’s mobile check-in app feature to members of the Starwood Prefered Guest program (SPG). The success of the SPG mobile check-in rollout across the US has inspired Marriott to introduce the helpful and personalized feature to hotels in Southeast Asia.
While the mobile check-in app has existed since 2013, Starwood Hotels and Resorts were late to the party as they were only acquired by Marriott in 2016. The world’s largest and best hotel company is now offering the app for SPG members checking in at Westin, Sheraton, St Regis, Four Points, Le Meridien, Tribute Portfolio and The Luxury Collection hotels.
The hotel giant hopes to provide unparalleled guest experience and create ease and a personal feel for every member of the SPG loyalty scheme.
The check-in and check-out feature have achieved a near perfect success rate, with nine out of ten customers saying they would use it again.
How the app works
SPG members receive a push notification on their smartphones after 4 pm on the day before their arrival. This notification will prompt them to check-in, which means when they arrive at the hotel the following day, they can simply waltz (or walk) up to the dedicated mobile check-in desk where staff will provide them with a room key.
Similarly, the app works the same way for check-out, and once completed, an invoice is sent directly to the customer’s email, which elevates the need to queue at the front desk on departure.
“Mobile check-in is incredibly popular among our Marriott Rewards members within Asia Pacific and we have seen usage grow almost 170 percent from 2015 to September 2017 which is why we wanted to extend this convenient app feature to SPG members as well,” said Irene Lin, Vice President, Digital, Loyalty and Portfolio Marketing, Asia Pacific at Marriott International.
Marriot’s laser focus on creating the ultimate customer experience is truly epitomised within the app. Every detail has been thought of, from requesting more towels and pillows, to being able to directly chat with hotel staff, all via the expedient app.
“You cannot separate the mobile experience from the personal interaction between guests and our hotel associates. When executed flawlessly and consistently, they complement each other and enhance the overall experience,” George Corbin, senior vice president of Digital at Marriot, told HospitalityNet.
The future of the app
The app already allows Elite members to enjoy the convenience of requesting a late check-out and Platinum members can choose their own welcome gift. However, there is more to come with the SPG app, by 2018 Marriot hopes to introduce the Mobile Requests feature across all hotels. The feature will allow members to access most frequently requested amenities and services, before, during and after their stay.
The Marriott Hotel group has also had the foresight to link Marriott Rewards, The Ritz-Carlton Rewards, and SPG Program together, for customers to access unparalleled benefits such as unlimited points transfers across all programs.
Marriott International’s Loyalty Programs are certainly setting the precedent for customer retention. Marriot stays true to customer service values and constantly innovates with technology and people to create a brand that people want to be associated with.