The Marriott Hotel and the Hilton franchise both offer digital personalization to customers. The former through AI platforms, mobile applications, and personalized rooms. The latter offers a Connected Room, which is individualized to the guests' needs and can be controlled through voice commands.

MARRIOTT
OVERVIEW

• The Marriott offers digital personalization through a mobile application.
• The digital personalization application is a complex intelligence system.
• The hotel was the first-ever hotelier to implement geo-location for customers to easily access a hotel online.
• The hotel’s digital personalization system allows it to use demographic information.
• The hotel’s digital personalization system includes an option to use behavioral data.
• The Marriott also features an loT Guestroom prototype.

UTILIZATION OF DIGITAL PERSONALIZATION

• Marriott’s mobile application is referred to as the Bonvoy mobile application and is a complex artificial intelligence system.
• The application makes insightful recommendations for in-destination offerings.
• The Marriott has created a platform to create a 360 view of each guest with their profile.
• This profile is created to form familiarity with guests and provide the best quality service to suit each guest's need.
• The profile will also allow the hotel to supply digital content based on demographic and behavioral data.
• The profile also allows for the efficiency of service merged with hospitality.
• Marriott’s loT Guest Room prototypes synchronize member profiles and preferences with amenities such as lighting, room temperature, bathroom accessories, media and entertainment, food options and bedding.

OTHER SUCCESS METRICS

• Marriott has found that its 360 view of guests is essential.
• Studies have shown that 79% of guests are sharing their data for digital interaction.
• With the utilization of their AI application, Marriott can interact with customers in real-time and has booked customers to their hotels which really creates a customizable atmosphere.
• The loT Guest Rooms elevate customers' experiences and contribute significantly to the Marriott’s success.
• It has heightened the Marriott's competitive success as the customization and digitization of the loT Guest Rooms are desired amenities.

HILTON
OVERVIEW

• The Hilton Hotel has created as a customizable Connected Room.
• This feature was developed to provide the dream room of the customer.
• The Connected Room feature was designed based on customers preferences.
• This digitized feature is focused on placing technology in the hands of the customer for a superb experience.
• The Connected Room is designed for ease of use.

UTILIZATION OF DIGITAL PERSONALIZATION

• The Connected Room was created by Hilton’s digital team to provide a superb customer experience through personalized technology.
• The Connected Room works through the Hilton’s Honors app where customers can control features usually manipulated in a normal room, through technology.
• Customers are able to control temperature, lighting on windows and control the television.
• Customers will be able to access features within their room by voice command.
• Another unique feature for customers is being able to upload photos and artwork for display.
• Guests can also customize their preferences in the Hilton Honors App to further individualize their Connected Room.

OTHER SUCCESS METRICS

• Guests are able to enjoy the new amenities and features synced with the Connected Room.
• Guests are able to enjoy features simultaneously and at a faster rate through the digital personalization features.
• The Hilton’s Connected Room makes customers feel at home, but with more features and greater availability just at their fingertips.
• The Connected Room feature safeguards customer information and credentials and automatically erases all confidential info at checkout.
• The Connected Room gives guests the option to help save energy. This is done by syncing the air conditioning with the guest's schedule. This allows Hilton to reduce its environmental impact.
• Another feature of this conservation is allowing a “power down” option in unoccupied rooms to conserve energy.
• The utilization of AI is helping to efficiently bridge the gap between energy efficiency and the comfortability during the guests stay.