“…What we clearly know is not every guest wants to walk into a hotel and not talk to anybody. At a premium brand like JW or Marriott, they want both. If I’m on a vacation and I’m at a resort,
I’m probably going to spend a lot of time talking to a person. If I’m on a business trip and I’m checking in at 11 at night and getting up at 5 in the morning, I may want to bypass people. We’re looking at every aspect of our business model and trying to understand how does technology enhance it from a customer standpoint and a business standpoint…”
From check-in to check-out and every service in between, Marriott International is evaluating ways that technology can improve its hotel business. In an industry where customer service is paramount, that means a strategy that blends high tech with high touch, says Paul Cahill , senior vice president of brand management for Marriott Hotels.
Cahill oversees the company’s flagship hotel chain and the one where it pilots new technologies before rolling them out to other properties. To date, those technologies include a broad range of mobile services to ease guests’ stay inside the hotel, as well as experimentation with text messaging, social networking and location-based services.
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