In this essay, the Marriott Inc. company will be analysed as an innovative company. First it will be determined why Marriott is an innovative company, followed by explaining the innovative characteristics and explaining the impact that the innovation had on the hotel and its customers.
According to Brian McGuinness, the senior vice president and global brand leader of the company, it has now become the largest hotel company in the world with more than 6000 hotels and 30 brands in its portfolio. Being innovative, has always been part of Marriott’s story according to Forbes, who named Marriott International Inc., “Forbes 2017 World’s Most Innovative Companies’ in their top list, along with Tesla, Amazon and Netflix. …show more content…
Users who choose the app have the option to skip front desk when checking in and instead use the “Mobile check in/out” feature and go straight to their room using their smartphone to open the door (“Mobile Key”). Furthermore, when the members check in for the first time using the app they have the option to request room upgrades and their requests will be fulfilled before they will arrive to the hotel. ("Personalization is the most effective loyalty strategy for hotels", 2018)
3.What was the impact of the innovation?
Nowadays with all the new technology implemented, loyalty has become the new measure of success for the hotel’s businesses. This being the reason for Marriott’s app implementation, the hotel is trying to have an impact on their target market-millennials. ("Personalization is the most effective loyalty strategy for hotels", 2018)
Marriott is the first company to introduce such technology and to personalise guest experiences in that much detail. Furthermore, since 2014, when the app was first launched, the company has now more than 12 million members who have taken advantage of it. The hotel’s app is responsible for around $1.7 billion in annual gross bookings, however as previously stated the app was initially designed to boost customer