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With Marriott International working on two new hotel brands aimed at Millennials--Moxy and AC Hotels by Marriott--along with revamping their existing properties like Courtyard By Marriott--it's no surprise that they've got a Millennial prototype in mind.
In a LinkedIn Influencers post titled, State of Hospitality: Ask the Next Gen Traveler, Marriott International CEO Arne Sorenson revealed the prototype and even her fictional name, Jia. Here's how he described this PYT:
No doubt that explains Marriott Hotels recent push to offer both mobile check-in and check-out. (Note: this service is only available at the flagship Marriott hotels.)
Millennials like Jia define “Service” as “Personalization” and they report far more willingness than older generations to allow access to their personal data when they feel they receive a tangible benefit in return.
Global brands now have the advantage of collecting a tremendous amount of data on travelers. Jia expects that brands will know that she likes a room with a view, one that ends with her lucky number. She wants them to be as technologically-savvy as she is, so she can check-in and checkout with a single press of her thumb.
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Last month we gave you a preview of the new J.W. Marriott and Ritz-Carlton at L.A. Live in Downtown Los Angeles. Last night, we headed back to the colossal glass tower to mingle amidst celebrities and philanthropists, and witness the inaugural lighting up of the building. We even took a video of the event, which was not without a few quickly resolved technical glitches, that you can check out above.
The open-bar cocktail reception took place up on the 26th-floor pool deck of the Ritz-Carlton with a live band playing old standards. The whole evening (appropriately) felt like a movie premiere, with red carpet entrances, dozens of spotlights in the sky, and swarms of helicopters (we counted seven at one point) hovering to get good shots of all the action.