Marriott Mobile app gets loyalty-focused overhaul

Travel News 21 Feb 2017

A new iteration of the Marriott Mobile app has been rolled out, with features designed to offer members of Marriott Rewards a more tailored mobile experience.

According to Marriott International, the new app “dynamically adjusts to personalise the user’s experience throughout their travel journey”.

Key features include an enhanced version of the group’s Mobile Check-in/Checkout and Mobile Room Ready Alerts systems, which will now offer loyalty members the option to request room upgrades and receive notification that it has been fulfilled before arrival when they check in using the app. Late checkout requests – guaranteed for Gold and Platinum Elite Marriott Rewards members – are also now available through the app.

The new app also expands the group’s Mobile Requests service and has a new chat option for guests to speak directly with hotel staff before, during and after their stays in order to make special requests. A drop-down menu of frequently requested services and amenities is also available.

Meanwhile the group’s Mobile Key function is also being expanded to more than 500 hotels globally this year, enabling members to skip the front desk and use their mobile device to unlock their door when they check in using the app.

Speaking about the app, Thom Kozik, vice president of loyalty, said: “We know some of our most loyal guests stay with us upwards of 100 nights a year. For them, along with members who stay less frequently, we can become a valuable part of their travel experience on a device they engage with 365 days a year.”

In addition to the new features, Marriott will also introduce a real-time app messaging system, mPlaces, later this year, which will include travel and hotel information, recognition and offers.

The Marriott Mobile app is currently available for iOS users in five languages – English, Chinese, Spanish, French and German – with an Android version also due to launch in the future.