Marriott Unveils Cross-Brand Traveler Profile Service

Marriott International today announced that it has gone live with new personalized services for guests, one of which enables all of the company's hotel brands to share personal preferences when guests book.

When guests reserve a room throughout the Marriott network they input a code—either a telephone number or a Marriott Rewards number—that will identify preferences in room type, any special requests, method of payment and Marriott Rewards accounts.

"That information can be transferred between properties and between brands," said Amy McPherson, Marriott International executive vice president of sales and marketing. "That same profile transfers whether you stay at a property in New York or a property in Des Moines."

Marriott also announced the implementation of a pre-arrival e-mail to all guests who disclose their e-mail address, through which the company sends "the latest information on weather, transportation, events and attractions, local restaurants and other entertainment." The service is available at more than 2,500 hotels and resorts across the globe, Marriott said.

Meanwhile, the company during a press conference this morning outlined a new concept for lobby design, incorporating various zones dedicated to welcoming guests, allowing them to relax individually, hold small meetings as well as work in a business space with "state-of-the-art technology."

Marriott president and COO Bill Shaw would not disclose when or where the first properties would open with the new lobby concept. However, Mike Jannini, Marriott International executive vice president of brand management, said, "There are hotels incorporating these elements as we speak."