Real-time Shuttle Tracking
Globally, around 10% of hotel guest arrivals come from the airport. For the hotels that serve these guests, the arrival experience begins when the customer lands at the airport. This context created the framing of our initial problem statement and started as a Hotel Labs experiment at two hotels. The MVP product we initially tested, evolved into a two market pilot, and further expanded into to a phased deployment available to all airport hotels across the US and Canada.
This initiative integrated shuttle tracking technology into the Marriott Bonvoy app and enabled digital signage within the hotels. Several unique challenges were identified and resolved, such as routing in multi-level airport structures, on demand shuttle tracking, etc.
After initial research and testing on both the consumer and associate experience, there were 3 key focus areas.
Real-time Shuttle Tracking
Implement a real-time shuttle tracker as a new transportation tile on Active Stay Pages within the Marriott Bonvoy app. This provided the guest with the ability to make an informed decision: wait for the free shuttle or pay for a ride-share/taxi.
Communications
Omni-channel distribution: provide guest’s with information on shuttle times, pick-up, and drop-off locations, etc. Ensuring all guests are informed/aware of the shuttle tracker feature through in-app push notifications, on property signage, and airport marketing activation.
Operational Excellence
Ensure the solution was easily executable by hotel shuttle operators and sustainable as new hotels open or shuttle drivers on-board.
Role
As a senior product director, I had overall accountability for the product development and branding, including the vision, business case development, budget, product development, and integration of the product into Digital Guest Services agile train. I built a high performing team and oversaw the initial research and market planning, aligned stakeholders, and worked on contract negotiations for our 3rd party vendors.
Results
- Delivered the hotel industries first, fully integrated shuttle tracking product into the Marriott Bonvoy mobile app
- Enhanced the airport hotel arrival experience (qualitative metrics)
- Reduce shuttle call volume at participating hotels
- Created and executed Go-to-Market and change management strategies
- Received positive media exposure from being first to market and solving a pain point in the travel journey
- Delivered surprise and delight experience through location based push notifications upon arrival at airport
- Implemented a scalable deployment model, available for U.S. and Canada airport hotels
- Lowered SaaS fee for hotels
