As technology becomes part of our everyday lives, the inclusion of mobile management devices(MDM) are increasingly being implemented within the hotel management sector. Programs and applications are being designed to create are more streamlined and efficient process for communicating not only with guests but staff as well.
Recently Marriott International expanded upon the heart of its hospitality by creating additional points of engagement for guests, powered by artificial intelligence.
Aloft Hotels, the innovation incubator for savvy global travelers, launched the first ChatBotlr, a new chatbot available via text message that gives guests an additional way to make service requests. Driven by ahead-of-the-curve technology, Aloft’s ChatBotlr empowers guestsÊto request basic hotel services right from their own smartphones.ÊAloft introduced the first generation Botlr, a robotic butler, in 2014 as an inventive pilot program to allow front desk associates to respond more immediately to guest needs, one-on-one.
This next evolution of Botlr, the ChatBotlr, is available to all guests on their phones, anywhere and anytime they have a request. With ChatBotlr, guests may text to request services, information about the hotel, listen to the brand’s #AloftLive playlist and connect with the front desk team during their stay, even when the guest is not on-property. By leveraging natural language understanding and machine learning, ChatBotlr gets smarter the more it interacts with guests.
Early findings show that 2 out of 3 Aloft guests are interacting or making requests with ChatBotlr and the service has a five-second response time.
“By embracing emerging messaging technologies, we can expand service to our guests on their terms and through communication channels they increasingly prefer and feel comfortable using,” said Stephanie Linnartz, Global Chief Commercial Officer, Marriott International. “The delivery of on demand service enables Marriott to simplify travel, remove friction and power up even better service for our guests at more moments throughout their travel journey.”
Aloft’s ChatBotlr joins Marriott’s other newly implemented service innovations powered by technology.
Marriott Rewards chatbots are available on Facebook Messenger, Slack and soon, We-Chat and Google Assistant, and serve loyalty members before, during and between stays. Marriott Rewards members on Facebook Messenger and Slack can research and book travel at more than 4,700 hotels, link their Marriott Rewards and SPG accounts, plan for their upcoming stay with articles from the digital magazine Marriott Traveler, and chat directly with Customer Engagement Center associates.
Of Marriott Reward members using Marriott Rewards’ Facebook Messenger this year:
44 percent received stay-related customer service such as changes to their reservation
* 53 percent found assistance related to their Rewards account such as how to redeem points for stays
As technology becomes more integrated into our guests’ daily lives, chatbots simplify the travel experience enabling guests to ask basic questions, make simple requests, and receive instant responses. They also free Marriott associates on property from routine tasks, allowing them to deliver elevated, personalized hospitality to their guests.
Messaging is growing in popularity with people in the U.S. spending an average of 200 minutes per day in messaging apps according to The Economist and recent reports show messaging apps as the number 1 most frequently used feature on mobile devices. Years ago, Marriott recognized the growing popularity of text messaging when it launched the Mobile Requests feature on the Marriott Mobile app in 2015 enabling guests to chat directly with hotel associates. Since then, 2.5 million requests have been received with more than half coming before guests checked in. Mobile Requests inspired Marriott to expand mobile communications options to guests using the device they always have at hand, their smartphone.
A recent article by Intelity explores the importance of hotels integrating Mobile Phone Management (MPM) into their budgets.
Christopher Grey, CTO of Intelity states:
ÒWe’ve entered the age of mobile hospitality, and all hoteliers must now be nimble enough to meet guests where they’re at, meaning, on devices that are capable of keeping them connected and informed anywhere in the world,
All these devices have created new demands for connected smart hotels that provide sufficient hotel networks, WiFi and security for all on premises,Ó he said. ÒIt’s one of the leading hotel technology trends, and it promises to assist hoteliers in staying on top of hotel guest and staff BYOD.Ó
Intelity have developed a MDM feature which enables the ability to notify personnel when a mobile device such as an in-room guest tablet or other handheld device used by staff is online/offline, the battery is low, or the device has left the room or designated area.
The growing capabilities of technology with MDM integrating with customer relationship management is an topic which is predicted to be one of the biggest trends for 2018 within the industry as more platforms are developed and businesses choose to incorpprate these systems as their customer service option.
