Marriott aims to get personal

13th Jan 2006

Marriott is aiming to take its personalized service to a new level with the launch
of Spirit To Serve Our Guests, a new guest service program.From first contact to check-in, Marriott’s Spirit To Serve Our Guests engages
the customer in five key service experiences; calls to reservations now pre-
identify guest preferences; pre-arrival e-mails help with trip planning;
Marriott’s Rewarding Welcome allows hotels globally to recognize guest
preferences at check-in; a virtual concierge lets guests select special
amenities online; and a new system helps Marriott Rewards members track points
toward their dream vacations.

“Personalized service is critical to delivering a high-quality guest
experience,” said Amy McPherson, executive vice president, sales and
marketing, Marriott International, Inc. He added, “Marriott’s Spirit To Serve Our Guest
approach makes the customer feel recognized and special from the very
beginning.  We are combining nearly 80 years of service leadership with
technology innovation to make personalized travel easier and faster than ever,
and our guests love it.”

  Reservations - When guests call any of our Worldwide Reservations Offices,
new telephone technology instantly identifies them and transfers their
personal preferences to the booking screen.  The Marriott agent has instant
access to the guests’ personal preferences including room-type, special
requests such as foam versus feather pillows, method of payment and Marriott
Rewards account numbers.

  Pre-Arrival - After making a reservation, guests also receive a
personalized pre-arrival e-mail with detailed information about their upcoming
stay and destination.  They get the latest information on weather,
transportation, events and attractions, local restaurants and other
entertainment.  Marriott’s pre-arrival service was an industry first and is
available at more than 2,500 hotels and resorts worldwide.

  Marriott’s Rewarding Welcome - This expanded program allows employees to
anticipate and deliver on Marriott Rewards members’ personal stay preferences.
After entering their preferences online just once, member requests for extra
towels, foam pillows, refrigerators or even a specific newspaper will be
honored automatically at hotels globally, including Marriott Hotels & Resorts,
JW Marriott Hotels & Resorts, Renaissance Hotels & Resorts, Marriott Vacation
Club International, Courtyard, Residence Inn, SpringHill Suites, Fairfield Inn
and TownePlace Suites brands.  Coming later this year-hotel folios will be e-
mailed directly to guests.


  Virtual Concierge - With the addition of Marriott’s virtual concierge,
guests planning stays at the company’s full-service properties can customize
their experiences online.  The virtual concierge helps guests order ahead for
room service, make dinner reservations, arrange for car service, order a roll-
away bed or request connecting rooms.  At Marriott and Renaissance resorts,
guests can also schedule a round of golf, sign up for tennis lessons or book
spa treatments.  The virtual concierge is available at nearly 400 properties

  Marriott Rewards DreamRewards’ Tracker - DreamRewards Tracker is the
latest privilege of Marriott Rewards membership. It lets members
electronically select and save the rewards they dream about. It even allows
members to monitor how close they are to realizing their dreams based on their
Marriott Rewards total points-whether those dreams involve a free trip to
Hawaii, a round of golf, or anything in between.


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