Marriott has announced some “enhanced” features of non-contact hotels in order to meet “consumer desires”, but I’m not sure if this is really what we want. In fact, I’m sure that’s not what most of us want.
Hotels will never be the same post-coronavirus
While we have seen hotels cut all types of services during the pandemic in the name of security, it is becoming increasingly evident that hotels will never be the same.
Recently, the Hilton CEO boasted that the cuts in hotel services are permanent and that the focus is on making hotels with higher margins, creating more “work efficiency”, especially in the areas of cleaning, food and beverage and other areas. He said the hotel industry would have higher margins and would require less work than pre-coronavirus.
Well, Marriott has just made an announcement that makes it clear that the hotel group has a similar plan, except that Marriott believes that this is due to customer feedback. Natch.
Marriott’s “enhanced” contactless technology
You have to love the title of the Marriott press release:
“Less hassle, more to explore: Marriott International Continues to Deliver on Consumer Desire for Enhanced Contactless Technology”
Marriott is promoting a new pilot program that is being implemented in selected hotels, with the goal of creating a “perfect guest experience”. This includes two things for now:
- Contactless landing kiosks at hotels with selected services
- Launching a proof of concept for instant contactless marketplaces at two Fairfield by Marriott properties
Let’s look at the details of these changes.
Contactless landing kiosks
Marriott is testing contactless landing kiosks at Moxy NYC Times Square, Courtyard New York Manhattan / Midtown East and TownePlace Suites Monroe.
Upon arrival, guests will have the option to skip the traditional check-in queue and complete a three-step process at the kiosks to check in for a single reservation, using the room keys created on site. Guests can also check out at these kiosks.
Marriott says the kiosks employ antimicrobial technology embedded in a touchscreen glass, powered by ultraviolet light, to kill bacteria and viruses.
I have some ideas about these kiosks:
- Marriott is referring to these kiosks as “contactless”, but it appears that they are just contactless humans, rather than really contactless; this is an important distinction
- How will the kiosk verify your identity? Although I suppose, if there is no identity verification, this would be a good way for people to run on the mattress, asking other people to come into their rooms
- Even if it was a good idea in theory, the reality is that it doesn’t help if you are checking in and want to ask about an upgrade or any of the hotel’s amenities, and it doesn’t help at check out if your charges don’t are correct (which I think is the case more often than not as an elite member)
- Why doesn’t Marriott just make its app more usable for check-in and check-out instead of installing these new kiosks? Because I would use the app fully if it worked properly, but as an elite member the functionality is certainly limited
- As an introvert who avoids human interaction at virtually every possible opportunity, I have yet to find a single hotel that has an application or kiosk that completely replaces reception efficiently; I don’t need to be thanked for my loyalty or I need to give a 10-minute speech on amenities, but even apps and kiosks often fail to get the basics right
New take-away machines will serve breakfast
Marriott says Fairfield by Marriott will be “an industry disruptor” with the test of a new concept of the immediate market. 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 centralized market where guests can choose snacks, drinks, light snacks and sundries. In addition, the breakfast offer will be incorporated into the design during breakfast hours, with a selection of hot sandwiches, cereals, yogurt, fruit and more. Special coffee and à la carte items will also be available for purchase at kiosks with payment via Bluetooth contactless.
My thoughts are similar to those of kiosks:
- Although I have the ability to make contactless bluetooth payments, don’t these instant offers seem absolutely contactless?
- Although I would appreciate something like this as a complement to other food and drink offerings, it seems that it will replace everything that was previously offered
- Lovely hotel breakfast will be replaced by something in a machine, just what customers have been asking for!
- Like someone who loves good coffee, the product that comes out of these machines will not be a “special coffee”
It’s about cutting staff, not customer experience
To be fair to Marriott, this is probably the direction the industry is headed, and it will be a race to the bottom. But I, at least, respect the Hilton CEO for drawing attention and saying that the hotel industry will have higher margins, and that includes “work efficiency”.
I mean, seriously, look at Marriott’s claims about these new features:
“Both new technologies will help to simplify operations more efficiently, allowing the hotel staff to engage with guests in more meaningful and personalized ways. Exemplifying the art of modern hospitality, they provide thoughtful conveniences to better serve guests during their stay. “
Okay, I’m sure they’re eliminating the interaction between staff and guests to allow “hotel staff to engage with guests in more meaningful and personalized ways,” rather than reducing staff and costs.
So, Marriott justifies these initiatives, claiming that they aim to “increase traveler confidence and, at the same time, reinforce the company’s commitment to the Clean initiative” Here are the statistics Marriott uses to prove this:
- 65% of travelers say that accommodations will need to use the latest technologies to make them feel safe
- 87% of U.S. customers say they would like to see companies continue to offer options that limit face-to-face service
- Posts on social media including the phrase “self-service” increased 170% year on year from 2019 to 2020
To be clear, I largely agree with the statistics above, with a very important distinction – this is how I feel about hotel stays during the pandemic, not how I feel about post-pandemic hotel stays. We are potentially months away from returning to normal in the US, so using these statistics to justify long-term changes that will be implemented years later on many properties is false.
Finally, I love how Marriott says these new options create “less hassle”. What does this show you about how Marriott views its customer service if the company considers interacting with Marriott employees an annoyance?
Result
Marriott is testing new contactless features, including check-in kiosks and vending machines. Only, as far as I can tell, they’re not really contactless (in the sense that you still need to touch things).
Marriott says that this will allow guests to have a more “meaningful and personalized” interaction with the staff and says that all of this is due to customer feedback. The memo that the company does not seem to have received is that guests may be looking for it during the pandemic, but not in the long run.
I can’t wait for 2023, when a machine will deny me an upgrade from Bonvoy and get my breakfast out of a machine.
What do you think of Marriott’s new “contactless” features?