5. Share: Tap here if you’re happy: Marriott’s Beta button gets really real-time feedback to crowdsource a better experience.
To understand what customers like (and dislike) about different services, Marriott transformed its Charlotte City Center location into the first M Beta Hotel. M Beta operates as a real-time innovation incubator, collecting guest feedback using its unique new feature, Beta Buttons. If a guest likes a certain concept, like the new FLEX Fitness studio, he or she taps the button and that “like” is registered on the Beta Board displayed in the hotel’s lobby. By periodically rotating experimental features and reviewing the data, Marriott is conducting real-time A/B testing and able to adapt quickly in their constant pursuit of better and best guest experiences.
That’s why innovation in the hospitality industry is accelerating today at speeds that far exceed the past decade’s more measured pace of change. “You have to be smarter about your customer. You have to give them what they need at the time they need it,” notes George Cobin, Senior Vice President for Digital at Marriott International,
“It’s not that the technology replaces the human interaction. It’s that the technology enables even deeper human interaction,” says Cobin.
“That’s been the real win.” And, a gold star winning achievement.