Marriott International has announced the launch of LocalPerks, a new feature within its Rewards program that uses iBeacons to follow and reach hotel patrons with push notifications.
“[We’re] taking aim at the next generation traveler and really making sure we’re addressing their needs,” says Karin Timpone, global marketing officer for Marriott, reports USA Today. “They like the instant gratification and encouragement along the way while they earn points.”
To use the new iBeacon system at participating hotels, patrons must first download the app onto their iOS compatible device. The service is entirely voluntary, those who do no want push notifications or for the hotel to track their movements can turn off Bluetooth, turn off notifications or simply choose to not download the app at all.
The iBeacon program is initially slated by Marriott International to push services that are in the hotel—food services, spa packages, recreational activities etc.—though the service is projected to expand to include notifications from surrounding businesses as well.
Robert Cole, founder of hotel marketing strategy and travel technology consulting firm RockCheetah, says that though Marriott is an early adopter other businesses in the sector will likely soon follow suit, they should do so carefully if that is their plan.
“What is likely to happen is that travelers will exchange profile information and the ability to have their locations tracked in exchange for some form of benefit — discounts, recognition, etc.,” he tells the source. “In some cases, hoteliers will try to provide exceptional personalization for good, beneficial purposes, but consumers may consider certain tactics to cross the creepy line.”
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