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In today’s business world, it’s all about tailoring the experience to the customer. Whether it’s a design-your-own iPad cases, a “Recommended for You” lists on video streaming programs or monthly subscription boxes full of new products I’ll like, I am a hug fan of customized commercial experiences.

After all, the whole idea behind omni-channel networks and communication is making each customer’s experience unique. It’s giving them what they want, when they want it, in a way that makes sense for them. Marriott is leveraging this trend by introducing a new feature into its rewards program.

Marriott’s Local Perks system will change the way it communicates with customers. The system relies on Bluetooth Low Energy (BLE) beacons to share relevant local offers and deals with guests. The program will use geo-targeting to push messages to guests’ cell phones as they move around the hotel.

It’s one thing to provide helpful information on digital signs and video walls in the hotel lobby. It’s another to bring that information straight to the customer, wherever they may be.

Some examples of the new push notification offers include specials at hotel restaurants, golf courses, or spas. Marriott’s future plans for the Local Perks system include deals from other hospitality and retail businesses in the neighborhood. Happy hour wing specials at the pub down the road from my hotel? Sign me up!

The first Local Perks system was introduced at the San Diego Marriott Marquis a few weeks ago, with rollouts in Baltimore and Marco Island in the near future.

Business in general is becoming more personalized, but the hospitality and hotel industry especially is customizing everything. As we saw in the latest hotel trends report, hotels are investing in ways to make the experience unique and special for its guests with kiosk software, digital signs, and interactive virtual concierges. Marriott’s Local Perks feature is the latest way to do this.

Of course Marriott is bound to get the some guests who don’t like this or feels it’s an invasion of privacy. But if you ask me, it’s the ultimate in customer service. Learning about great deals that I didn’t know existed is worth occasionally receiving an offer that might not tickle my fancy. Do you agree? Or would this be a thorn in your side?



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