Facial recognition Check-In, Marriott Hotel in China
Marriott International Teams Up with the Joint Venture to Pilot Technology at Two Hotels in China
1. What is new? For whom is it new? How new is it?
Marriott International introduced a facial recognition check-in pilot with Fliggy, Alibaba’s travel service platform in July 2018 to continually elevate the travel experience for tech-savvy Chinese travelers. “With technology, our hotel associates can work more efficiently to do what they do best – delivering personalized service to our guests.”
The traditional hotel check-in process takes at least 3 minutes and even more, during peak times with most of it spent on queuing. With the adoption of facial recognition technology, the check-in process can be completed in less than a minute. Chinese guests simply need to scan their IDs, take a photo and input contact details on a self-help machine. The intelligent device will then dispense room key cards after identities and booking information is verified.
2. What type of innovation?
Technical. Process and Service Innovation (check-in).
Dimension of Innovation?
Radical – is new for customers and employees.
3. What can you find about the background of the innovation? Who was the innovator? Story of the invention? How has it been generated?
With Fliggy’s expertise in facial recognition technology and the joint venture’s hospitality insights, the pilot will kick off from July 2018 at two Marriott International properties in China – Hangzhou Marriott Hotel Qianjiang and Sanya Marriott Hotel Dadonghai Bay, with the goal of global rollout across Marriott International’s properties in the future. This move is set to position Marriott International as a pioneer global hospitality company to offer this seamless check-in experience for Chinese travelers.
Through strategic findings from the joint venture, facial recognition check-in improves operational efficiencies. And according to market research results by consulting firm Ipsos [1], Chinese travelers have shown a strong interest in new technologies in hotels with over 60% showing their preference for facial recognition technology.
Since the establishment of the joint venture in August 2017, Marriott International has benefited tremendously from the joint venture’s comprehensive matrix of digital travel solutions and consultancy services, including digital platform consulting and management, customized marketing, business intelligence; and service innovation.
Along with digital enhancements, Marriott International has also witnessed significant growth of over two million loyalty members as of June 2018. Enabled by the joint venture, members can now link their Marriott Rewards and Fliggy memberships through status matching, earn points and enjoy benefits from both programs.
Moving forward, the joint venture will continue its work on enhancing the storefront and linking the loyalty programs of Marriott International and those of the Alibaba ecosystem; allowing more Chinese consumers to enjoy personalized and VIP experiences.
Founded in August 2017, the joint venture of Marriott International and Alibaba Group is an innovative digital travel service and consulting company. It leverages industry expertise, customer insights and technology to customize and market products and services for travel companies. With the vision of redefining the future of travel, the joint venture is dedicated to empowering brands to create elevated and seamless travel experience for Chinese consumers.
Possible learnings about the innovation process (what does it need to develop an innovation like this?)
I personally think, that improving the check in experience is an essential thing in the hospitality industry. However, it can confront an innovation manager with tradeoffs between money, HR decision and digitalization. It needs IT specialists and a huge financial investment as well as important HR decisions as existing receptionist will be replaced and thus, a manager has to take that into consideration as well.
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