Marriott Launches LA Pop-Up Innovation Lab
US multinational hotel operator Marriott International has launched a pop-up Innovation Lab in downtown Los Angeles, with a view to crowdsourcing real-time feedback from the public.
The 10,000 sq ft space will allow industry professionals, guest associates and the general public to test-run new ideas and concepts for its eco-friendly extended-stay brand Element, and its urban, millennial-focused chain Aloft.
Developments showcased at the lab include:
- An Element layout design that incorporates a communal space with cooking facilities at the centre of four guest rooms, encouraging business travellers to cook and socialise with other guests during their stay.
- A healthy eating programme for Aloft, offering travellers customisable 'pots' of nutritious meals that reflect the local cuisine, with ingredients such as quinoa, avocado and spinach. Guests can also collect their purchases from a digital kiosk for a convenient, on-the-go option.
- An in-room smart wine cart that can pour wine when activated by a room-key fob and can be controlled from an app on guests' smartphones.
Visitors to the lab are able to give real-time feedback and make suggestions via a swipeable survey, available on tablets dotted around the innovation hub.
The hub follows a similar installation by Marriott last year in Charlotte, North Carolina, where guests were asked to provide feedback on new innovations via "beta buttons" throughout the hotel.
For more innovations in hotel and travel service strategies, see our latest hospitality Industry Trend The Future Guest. In particular, The Empowered Customer Journey focuses on personalised service initiatives, while New Luxury Travel investigates how premium has become an entirely personal phenomenon.