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Brief Published: 2 Jan 2015

Marriott Trials Beacons

Marriott's iBeacon technology

Global hotel giant Marriott has expanded its LocalPerks programme, which uses beacon technology to send deals to guests on food, sports and spa packages as they move through the hotel resort. The push-messaging programme has been added to a further 12 of the brand's US hotels, in addition to the three existing properties that already use the technology.

As guests traverse around the resort, the beacons send specific messages to their smartphones – such as useful information about hotel facilities, along with exclusive special offers such as a complimentary glass of beer or wine. To use the service, guests must download the Marriott Guest Services app.

In the future, Marriott plans to use the service to offer personalised deals based on each customer's individual Rewards profile – such as VIP treatments and tickets to special events.

As explored in Future Service: High-Tech Hospitality, a number of hotel operators are experimenting with beacons in order to provide more personalised levels of service. Airports are also using the technology to provide travellers with flight information such as real-time waiting updates, targeted marketing messages and maps and directions, as well as more intelligent customer service. See Future Service: Transport Hubs for more.

For further insight into the use of beacons in retail, see Sales-Boosting Beacons and Start-Pause-Go: Retail in Hyper-Flow.