Marriott recently tested beacon technology in 14 hotels, becoming the first brand in hospitality to use the low-cost transmitters that have been used in other industries. Beacons offer indoor positioning through Wi-Fi and allow companies to offer more personal experiences with consumer context. Shazam will use it to offer personalised song recommendations, Virgin Atlantic uses it to send its Heathrow passengers information on phones, and Rolls-Royce uses it to give museum goers multi-sensory experience.
Technological adaptation in hospitality is at an interesting period of transition. Early adapters are using digital, increased mobility and devices to deliver tailored and better experiences for guests and event attendees. Others are still trying to keep up with customer’s extensive use of technology.