MARRIOTT International has launched its first pop-up hotel innovation lab, creating an interactive model hotel experience in downtown Los Angeles to crowdsource real-time feedback from the public.
Underscoring Marriott’s goal of continuously innovating the guest experience with an eye on design and technology, the lab will let industry professionals, hotel guests, associates and the general public see, touch, taste and hear some of the exciting enhancements being considered for the future of the company’s innovation incubator brand Aloft, and eco-conscious, extended-stay brand Element.
Guest Room Revisited: With business and leisure travellers looking for more unique spaces, Element is piloting a bold new guest room design that will feature a communal room in the centre of four guest rooms, allowing travellers to share a kitchen, dining room and lounge area. This will provide more collaborative space for groups who would like to spend time together in a more private setting.
F&B Thought-through: Aloft will be revitalising its food and beverage program with an emphasis on fresh, healthy ingredients such as spinach, quinoa and avocado. Travellers will be able to order customized “pots,” a healthy meal in a colourful to-go container with food that reflects regional tastes. A personalized pot can be ordered and paid for at a digital kiosk; guests will receive their pot with a time-stamped, label featuring their chef’s emoji.
Drink Automation: Tech-centric beverage concepts, such as a portable wine cart for Element that automatically pours wine when activated by a guest’s hotel room key card.
At year-end 2016, Marriott managed or franchised 127 Aloft and 23 Element hotels open around the world, with 136 Aloft and 66 Element hotels in the pipeline globally. Given the importance that Marriott places on incorporating feedback from its hotel owners, franchisees, and loyalty members, every person who passes through the lab will have the opportunity to offer their feedback in real-time through Swurverys, a swipe-able survey. The feedback will be reflected in the Aloft and Element brands as they rollout this intuitive guest experience beginning in the fall of 2017.
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