Marriott debuts first pop-up innovation lab

Underscoring its goal of continuously innovating the guest experience with an eye on design and technology, Marriott International launched its first pop-up hotel innovation lab last month.

The interactive model in downtown Los Angeles lets 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 the eco-conscious, extended-stay brand Element.

"We're excited to unveil Marriott's first-ever, pop-up innovation lab for Aloft and Element - two phenomenal brands that are always evolving as guests, lifestyles and technology change," said Eric Jacobs, chief development officer of North America, Marriott Select Brands, Marriott International.

Among the innovations being considered is a bold new guest room design being piloted by the Element brand. With business and leisure travelers looking for more unique spaces, the brand is piloting a communal room in the center of four guest rooms, allowing travelers to share a kitchen, dining room and lounge area.

Aloft is revitalizing its food and beverage program so travelers can order customized "pots", a healthy meal in a colorful to-go container with food featuring fresh, healthy ingredients that reflect regional tastes. The personalized pots 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.

Every one who passes through the lab will have the opportunity to offer their feedback in real-time through Swurveys, a swipe-able survey. The feedback will be reflected in the Aloft and Element brands as they roll out their new guest experiences beginning in the fall of 2017.

"Innovation is embedded in Marriott's values," said Toni Stoeckl, global brand leader and vice-president of Marriott's Distinctive Select Brands. "We're driven by creating solutions that elevate, innovate and evolve the guest experience, fueling guest loyalty and maximizing the value of our owners' investments.

"It's how we stay relevant to guests today and tomorrow, while providing a meaningful competitive advantage to our partners."

The pop-up innovation lab event comes four months after Marriott acquired Starwood Hotels & Resorts, which conceived of the two brands and witnessed an uptick in signings in the months leading up to the merger.

At the end of 2016, there were 116 Aloft and 23 Element hotels open around the world, with 150 Aloft and 73 Element hotels in the pipeline globally.

In 2017, Marriott expects to open 33 Aloft properties and 14 Element properties around the world.

zhuanti@chinadaily.com.cn

(China Daily 02/25/2017 page10)