With the hotel industry seeing competition from home rental companies such as Airbnb and Home Away, brands must find a way to innovate in order to stay relevant. Marriott has unveiled its plan to do exactly that with the grand opening of the company’s M Beta at Charlotte Marriott City Center. What’s so special about another hotel? And how can it change the hotel industry?
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Marriott International generated approximately $14.5 billion in revenue in 2015, second only to InterContinental Hotels Group. The company just acquired Starwood Hotels & Resorts for $13 billion in a deal that grows Marriott’s portfolio from 19 hotel brands to 30. Marriott International is now the largest hotel company in the world, managing over 5,700 hotels and 1 million rooms. Things are going well for the company, which makes it a pleasant surprise that Marriott opened its newest hotel, the M Beta at Charlotte Marriott City Center, in order to get even better.
What’s so special about another hotel?
Technically, it’s not a hotel.
The M Beta is considered an innovation lab that functions as the world’s first hotel in “live beta”. Guests will be able to give feedback in real time, shaping Marriott decisions and future stays. Physical buttons are located throughout the hotel to keep track of how guests feel about features. Button engagement, feedback, and votes on the hotel’s features are collected and reflected in real time “beta boards”, digital displays set throughout the hotel for anyone who wants to see.
The hotel is experimenting with various innovations, such as:
- Personal greeters upon arrival as opposed to traditional front desk check-ins
- On-demand fitness for groups or individuals both in the gym and in-room
- High end meeting areas equipped with full LG kitchens
- Immersive kitchens in the restaurant, allowing chefs to interact with guests and create spur of the moment dishes as a result
- Localized marketplace, bringing vendors and flavors found locally within each city to guests
Guests and those curious about the innovations can stay abreast of the M Beta by visiting TravelBrilliantly.com.
The most successful companies in the world thrive on collecting data in real time. Google. Facebook. Even Uber. All collect data in real time. And now Marriott is bringing that same advantage to the hotel industry. By understanding what guests and consumers want, Marriott can find a way to give it to them far more quickly than the competition, making the lodging company an appealing first option for travellers.
Excited to find a new comfort with Innovation Incubator hotel? Let’s have a tour when you watch it here!
This is a great move by Marriott International (MAR), and should be rewarded by investors, especially in the long run.
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