Innovative Hotel Digital Personalization Examples

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Innovative Hotels: Las Vegas

Examples of Las Vegas hotels that offer innovative digital personalized experiences include Caesars, Four Seasons, MGM Grand Las Vegas, The Marriott Hotel, Downtown Grand Hotel and Casino, Aria Hotels and Vdara Hotel and Spa.

CAESARS

FOUR SEASONS

  • Four seasons, like Caesars, uses chatbots to act as personal concierges to their guests.
  • However, they have taken an innovative approach by providing means through which staff can translate messages into more than 100 languages.
  • Guests are also able to message staff before and after their stay at the Four Seasons on several platforms including We Chat, Facebook, SMS, or the Four Seasons App.
  • The service is well-known for its speed with replies coming in minutes and seconds.

MGM GRAND LAS VEGAS

THE MARRIOTT HOTEL

DOWNTOWN GRAND HOTEL AND CASINO

ARIA HOTELS

  • Aria Hotels also provide guests with smart rooms.
  • The smart rooms are installed with tablets that allow guests to ask for services without going through room service
  • These services include asking for towels, ordering meals ahead, adjusting room lighting to their liking, reading them the news, among others. This makes services to guests faster as they do not have to go through other providers such as busy kitchen staff.
  • This is innovative since, through the use of a few buttons, they will be able to request their services.

VDARA HOTEL AND SPA

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Digital Personnalisation: Retail and Entertainment

The companies in the retail and entertainment industries that offer innovative digital personalized experiences include Timberland, Magnolia Market, Apple, Lowe's, Volvo, Silent Party, and Sony.

Timberland LLC: Kinect Technology

  • Brief description: Timberland turned the fitting room into one of the main window displays, where people would stand in front of a camera and see a virtual version of themselves on a large screen. They could then choose different products to try on without even having to step foot into the store, let alone search for their size and go through the fitting room experience.
  • Why it is innovative: The use of Kinect technology is innovative because it allows people to skip fitting room experience and allows the brand to attract new digital customers.

Magnolia Market: Augmented Reality

  • Brief description: Magnolia Market created an app that allows people to try their products to see how it looks in their homes. They partnered with the AR team at Shopify to incorporate Apple’s ARKit technology into their app.
  • Why it is innovative: The experience innovates the way people personalize their home shopping decoration. The app allows customers to “transport digitally” the decoration article to their home, before buying it.

Apple: iBeacon Technology

  • Brief description: Apple's software allows mobile apps to listen for signals in the real world and deliver hyper-contextual content (personalized offers and marketing) to users based on location. The technology provides location-relevant information and promotes ongoing offers.
  • Why it is innovative: The innovation is a drastic modification on how companies track user´s location. The customer is “attacked” with very specific/personalized offers, driving the user to purchase in that specific moment and location.

Lowe´s: LoweBot

  • Brief description: Lowe’s Home Improvement introduced a multi-lingual customer service bot creatively called LoweBot. The “touchscreen” robot asks for the personal shopping needs of the client and uses a camera to scan products that customers are looking for to see if it is in stock. Lowebot acts as a chaperon to guide the customers to the right aisle, thereby personalizing the shopping experience.
  • Why it is innovative: The innovation is about how a customer is escorted by a digital robot that “walks” with them through the aisles of the store.

Volvo: Hololens

  • Brief description: Volvo has an important presence in Noth America´s market representing about 28% of the total 2018 sales, operating in nine manufacturing facilities in six US states. It is partnering with Microsoft to use Hololens technology to offer a personalized experience to the users, allowing them to use car´s holograms to see in detail the car that they are interested, putting the customer in the center of the experience.
  • Why it is innovative: The use of holograms in the retail sector is not widely used yet. Volvo is a pioneer in the use of mixed reality in the automotive sector.

Silent Party: USA

  • Brief description: The audience and guests get to experience an extrasensory phenomenon through wireless (digital technology) headphones, with no cables, where the music can be transmitted up to 3 separate channels. Each channel has different genres of music and is determined by different colors. This allows the user to personalize her/his experience in the party.
  • Why it is innovative: The innovation is in the use of wireless headphones to have a night party. But, the concept is not widely expanded yet.

Sony Music Entertainment: AR Albums

  • Brief description: Sony Music Entertainment and Michael Jackson’s estate have partnered with Shazam to create an AR experience for Scream 13 of Jackson’s greatest hits and a mash-up by The White Panda. Each Scream CD and glow-in-the-dark 2LP vinyl packaging contains an exclusive poster that will unlock an animated clip through the Shazam app using AR technology. Depending on the poster selected by the user, the AR experience can vary.
  • Why it is innovative: The use of AR technology in the entertainment industry is starting a "guerrilla marketing". AR technology apps are not prevalent yet. The innovation is about how the final user experiments with music through AR tech.
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Digital Personnalisation: Case Studies

As part of a series of innovations, Marriott Hotels created a virtual room service for its latest properties that resulted in 51% of surveyed customers indicating a desire to stay more often at Marriott properties. Best Western Hotels & Resorts, which Fast Company lists as one of its top 10 most innovative companies using AR/VR, utilizes a live hospitality virtual simulator that enables front desk, housekeeping, maintenance, and breakfast staff to practice both their interpersonal and guest communication skills.

DIGITAL PERSONALIZATION: CASE STUDIES

MARRIOTT HOTEL — VROOM SERVICE

  • Marriott Hotels collaborated with Samsung Electronics America to create a virtual room service. The service's launch represents Marriott International's latest in a series of innovations that are changing how people travel.
  • Marriott invites its guests to call a dedicated VRoom Service extension or use the mobile app to request a Samsung Gear virtual reality (VR) headset and accompanying headphones. The equipment comes with easy-to-use instructions and is available to guests for up to 24 hours. Marriott is currently testing the program for two weeks at the New York Marriott Marquis and London Marriott Park Lane properties.
  • As a result of Marriott VRoom Service, 51% of surveyed customers indicated a desire to stay more often at Marriott properties.

HILTON HOTEL, WAIKIKI BEACH — VIRTUAL REALITY APP

  • Hilton Waikiki Beach launched a VR app in 2017 that provides users with an immersive, virtual tour of the property via smartphone or desktop. Hilton's stand-alone VR app for mobile users provides potential guests with an accurate impression of their stay at the hotel. The app is available as a 360-degree video tour on desktop and an immersive VR experience on headsets.
  • According to Hilton Waikiki's director of sales and marketing, the VR experience allows the company the opportunity to present the property's unique ocean views in a manner far better than pictures, presentations, and videos.

BEST WESTERN HOTELS & RESORTS

  • Best Western Hotels & Resorts's "I Care Every Guest Every Time" initiative uses a live virtual simulator for hotel staff (e.g., front desk, housekeeping, maintenance, and breakfast) to practice both their interpersonal and guest communication skills. Best Western properties that have implemented the simulator program have seen major boosts in guest satisfaction.
  • In 2018, Fast Company listed Best Western Hotels & Resorts as one of the top 10 most innovative companies using augmented and virtual reality. Potential guests can tour the pool, lobby, fitness center, and rooms of more than 2200 Best Western properties in North America using the company's VR app.

RESEARCH STRATEGY

We began our investigation with an inquiry into corporate websites (e.g., Marriott International, Hilton Hotels, Hilton Waikiki, and YouVisit) and industry news sites (e.g., VIP Worldwide, cvent, Revfine, business insider, Institute of Hospitality, and Hotel Tech Report). This avenue of inquiry provided us with three case studies matching the specified parameters. However, there was no data (qualitative or quantitative) included in the case study on Hilton Waikiki. We made a thorough search of both Hilton Waikiki and Hilton Hotels corporate websites, as well as the website of the company that provided Hilton Hotels with its VR technology. None of these sources provided any data on success metrics. Our last step was to search the industry and virtual reality technology publications for any relevant data. However, this search yielded no useful results. We can only conclude that whatever data concerning the success of Hilton's Waikiki VR app is not publicly available.
Sources
Sources