Marriott has announced a number of ‘enhanced’ contactless hotel features to respond to ‘consumer desires’, but I’m not sure that’s what we really want. Actually, I’m pretty positive, that’s not what most of us want.
Hotels will never be the same post-coronavirus
While we have seen hotels cut all kinds of services in the name of security during the pandemic, it is becoming increasingly clear that hotels will never be the same again.
Recently, the Hilton CEO boasted about the permanent cuts in hotel services and that the focus is on improving hotels with higher margins by creating more ‘labor efficiency’, especially in the areas of housekeeping, food and beverages and other areas. He stated that the hotel industry would have a higher margin and require less labor than it did before coronavirus.
Well, Marriott has just made an announcement that it’s clear that the hotel group has a similar plan, except that Marriott is turning it down due to customer feedback. Claw.
Marriott’s ‘improved’ contactless technology
You must love the title of Marriott’s press release:
“Less effort, more to explore: Marriott International continues to meet consumer needs for improved contactless technology”
Marriott is promoting a new pilot program being launched at select hotels, designed to create a ‘seamless gas experience’. It contains two things for now:
- Contactless arrival kiosks at selected hotels
- Launching a proof-of-concept for contactless grab-and-go markets at two Fairfield by Marriott properties
Let’s look at the details of these changes.
Contactless arrival kiosk
Marriott sends contactless arrival kiosks at the Moxy NYC Times Square, Courtyard New York Manhattan / Midtown East and TownePlace Suites Monroe.
Upon arrival, guests will have the option of completely skipping the traditional check-in line and completing a three-step process at the kiosks to sign up for one single booking, with on-site room keys. Guests can also check out with these kiosks.
Marriott claims the kiosks use antimicrobial technology, baked in a touchscreen, powered by UV light, to kill bacteria and viruses.
I think about these kiosks:
- Marriott refers to these kiosks as ‘contactless’, but it would appear that they are merely contactless, rather than contactless; this is an important distinction
- How will the kiosk check your ID? Although I think that if there is no ID check, it’s a great way to get people to mattress and lock other people in their room.
- Even if it was a good idea in theory, the reality is that it does not help if you check in and ask about an upgrade or any of the hotel facilities, and it does not help at check out if your charges are incorrect. (which in my opinion is the case as an elite member)
- Why doesn’t Marriott just make its app more usable for check-in and check-out, rather than installing these new kiosks? Because I would use the app completely if it works well, but as an elite member the functionality is definitely limited
- As an introvert who avoids human interaction on virtually every possible occasion, I have yet to find a single hotel that has an app or kiosk that completely replaces a reception tone in an efficient way; I do not need to be thanked for my loyalty or need a 10 minute speech on the facilities, but even programs and kiosks often can not get the basics right
New grab-and-go machines serve your breakfast
Marriott claims that Fairfield at Marriott will be a disruption in the industry while testing a new concept for grab-and-go marketplaces. This pilot is available at the Fairfield Inn & Suites Frederick and Fairfield Inn & Suites Arundel Mills BWI Airport.
These wall-to-wall kiosks offer a central market where guests can choose snacks, drinks, light snacks and various kinds. Furthermore, the breakfast offer will be included in the design during breakfast tours, with a variety of hot breakfast sandwiches, cereals, yoghurts, fruits, and more. Special coffee and a-la-carte items are also on sale at the kiosks with contactless Bluetooth payment.
My thoughts are similar to the kiosks:
- Although I get the chance to make contactless bluetooth payments, does it seem like these grab-and-go deals are not contactless at all?
- While I would appreciate something like this as a supplement to other food and beverage offerings, it sounds like it will replace everything previously offered
- Delicious hotel breakfast will be replaced by something in a machine, just what customers asked for!
- As someone who likes good coffee, the stuff that comes from these machines is not ‘special coffee’
It’s about cutting staff, not the customer’s experience
To be honest with Marriott, this is probably the direction the industry is heading, and it’s going to be a race to the bottom. But I at least respect Hilton’s CEO that he calls a shovel a shovel and says that the hotel industry is going to become a higher margin, and that includes ‘labor efficiency’.
I mean, take a serious look at Marriott’s claims regarding these new features:
‘Both new technologies will help facilitate the efficiency of operations with increased efficiency, so that hotel staff can connect with guests in more meaningful and personalized ways. As an example of the art of modern hospitality, it offers thoughtful amenities to better serve guests during their stay. ”
Indeed, I am sure they eliminate the interaction between employees and guests, so that ‘hotel staff can communicate with guests in a more meaningful and personalized way’, rather than reducing staff and saving costs.
Then Marriott justifies these initiatives by claiming that they are intended to “boost the confidence of travelers while strengthening the business’ commitment to clean initiative.” Here are the statistics Marriott uses to support it:
- 65% of travelers say that accommodation should use the latest technologies to make them feel safe
- 87% of US customers say they would like to see companies continue to offer options that limit personal service
- Social media posts, including the phrase “self-service”, increased by 170% year-on-year from 2019 to 2020
To be clear, I largely agree with the above statistics, with one very important distinction – this is how I feel about hotel accommodation during the pandemic, and not how I feel about hotel accommodation after pandemic. We are possibly months from returning to normal in the United States, and so it is hindering to use these statistics to justify long-term changes that will be applied to many properties years later.
Lastly, I like how Marriott says these new options create ‘less hassle’. What does this tell you about how Marriott views its customer service when interacting with Marriott employees is an issue?
Bottom line
Marriott is working on new contactless features, including check-in kiosks and grab-and-go machines. Besides the best, I can see that they are not actually contactless (in the sense that you still have to touch things).
Marriott claims that it will provide the opportunity for guests to have a ‘more meaningful, personalized’ interaction with staff, and claims that this is all due to customer feedback. The memorandum that the company apparently did not get is that guests might seek it out during the pandemic, but not in the long run.
I can not wait until 2023, when I can refuse a Bonvoy upgrade by a machine, and get my breakfast out of a machine.
How do you feel about Marriott’s new “contactless” features?