Marriott launches instant Ask Anything concierge feature on mobile

The news is rife with new startups, such as Magic and Operator, that offer instant concierge via SMS for a multitude of items, services and deliveries.

Now Marriott Hotels is getting in on the trend with its latest feature, an “ask anything” Mobile Request option via its branded mobile app.

6a0128763ee05d970c01b7c789f34d970b-800wiThe feature is aimed at streamlining the guest experience so any request can be fulfilled before, during or after a stay. Things like ordering bedding, housekeeping, valet and luggage existence can be requested through the service, which is only available to members of the brand’s loyalty program.

Beyond basic requests, there is also a direct two-way chat function called “Anything Else?” This function connects the guest directly with a staff member, bypassing the phone or a visit at the front desk.

While these tasks could certainly have been performed via a phone call, the consumer tendency to prefer text message to voice chat means that this feature will certainly be popular.

In fact, during the trial period, nearly 80% of the 10,000 Mobile Requests were via the Anything Else channel.

Access to the app begins up to 72 hours before a traveler’s stay in the hotel, offering a larger window to do things such as request extra pillows before arriving — and not at 11pm, already exhausted and impatiently awaiting room service to arrive.

In announcing the service, Matthew Carroll, vice president, Marriott Hotels emphasized the brand’s focus on the digital guest experience:

Some 75 percent of people travel with one or more mobile devices and the percentage is higher for younger travelers. We know today’s travelers want a mobile experience built around their changing needs and desire to communicate on their terms. Mobile Request is the brand’s next evolution since our introduction of mobile check-in, checkout and room ready alerts worldwide.

46 hotels are launching with the Mobile Request, with the remaining hotels in the global portfolio to follow soon after.

The brand promoted the launch with an #AppYourService social media promotion that included random deliveries from decked-out concierges throughout New York City.

The brand is seeking to emphasize the true on-demand nature of service request through the app — although we’re sure that the hotel wouldn’t send a bellhop off on a scooter to grab Shake Shack…but it couldn’t hurt to ask!

Screen Shot 2015-05-14 at 10.59.03 AM

NB: Retro phone image courtesy Shutterstock.

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Nick Vivion

About the Writer :: Nick Vivion

Nick is the Editorial Director for tnooz, where he oversees the editorial and commercial content as well as emerging businesses like tnoozLIVE. Prior to this role, Nick has multi-hyphenated his way through a variety of passions: restaurateur, photographer, filmmaker, corporate communicator, Lyft driver, Airbnb host, journalist, and event organizer. Outside of work, Nick enjoys exploring the emerging world of crypto -- and the actual world with his dogs Rick and Loki.



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  1. How to Develop AI-Powered Concierge App: Best Practices and Examples : Eastern Peak

    […] first introduced the chat-based concierge service within its mobile app in 2015, Marriott saw that 80% of the 10,000 mobile requests were made through this feature during the trial period. That […]

  2. Donnie at Fusion

    Great article Nick. Awesome app concept, Avijit is right, in that Marriott is ahead of the curve! It’s great to see companies thinking like their consumers and using digital to strengthen their relationships. It’s also clever that they targeted their loyalty program members, who are highly engaged with the brand. This will encourage more consumers to push to be loyalty program members so that they can enjoy the exclusivity of perks like this app.

  3. Avijit

    Respect Nick ! Live your work. Now for the mariott guys always striving to be ahead of the curve and the app and all and making it s chat is great always communicate and all but why not be where the guests reside , on their Facebook and social channels to be able to communicate with you before during and after the stay is huge .,, any thoughts on that ?


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