Future Of Hospitality Service

Marriott International's AI-powered Chatbots on Facebook Messenger and Aloft's ChatBotlr are simplifying travel for guests

Published: 04 October 2017

Marriott International – the hospitality industry's iconic leader in guest service – is expanding upon the heart of its hospitality, its hundreds of thousands of associates, by creating additional points of engagement for guests, powered by artificial intelligence.

Recently, Aloft Hotels, the innovation incubator for savvy global travellers, launched the first ChatBotlr, a new chatbot available via text message that gives guests an additional way to make service requests. Driven by ahead-of-the-curve technology, Aloft's ChatBotlr empowers guests to request basic hotel services right from their own smartphones.

Aloft introduced the first generation Botlr, a robotic butler, in 2014 as an inventive pilot program to allow front desk associates to respond more immediately to guest needs, one-on-one. This next evolution of Botlr, the ChatBotlr, is available to all our guests on their phones, anywhere and anytime they have a request.

With ChatBotlr, guests may text to request services, information about the hotel, listen to the brand's #AloftLive playlist and connect with the front desk team during their stay, even when the guest is not on-property. By leveraging natural language understanding and machine learning, ChatBotlr gets smarter the more it interacts with guests.

Early findings show that 2 out of 3 Aloft guests are interacting or making requests with ChatBotlr and the service has a five-second response time.

Aloft's ChatBotlr joins Marriott's other newly implemented service innovations powered by technology. Marriott Rewards chatbots are available on Facebook Messenger, Slack and soon, We-Chat and Google Assistant, and serve loyalty members before, during and between stays.

Marriott Rewards members on Facebook Messenger and Slack can research and book travel at more than 4,700 hotels, link their Marriott Rewards and SPG accounts, plan for their upcoming stay with articles from the digital magazine Marriott Traveler, and chat directly with Customer Engagement Center associates.

Of Marriott Reward members using Marriott Rewards' Facebook Messenger this year, 44 percent received stay-related customer service such as changes to their reservation and 53 percent found assistance related to their Rewards account such as how to redeem points for stays.

As technology becomes more integrated into our guests' daily lives, chatbots simplify the travel experience enabling guests to ask basic questions, make simple requests, and receive instant responses. 

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