Marriott Rewards adopts beacons and flash offers
The Marriott Rewards frequent guest programme has announced the launch of FlashPerks and LocalPerks - two new ways for travellers to enjoy instant gratification through time-sensitive offers from Marriott's global portfolio of brands and its partners.
Members will be able to choose from a variety of experiences during stays, or between stays via push messaging to their mobile devices for Local Perks or through the FlashPerks web site.
FlashPerks, which launched on 17th July 2014, offers weekly deals, including limited time offers on merchandise, hotel rooms and experiences. For 12 weeks, Marriott Rewards will add about 10-15 flash offers per week, with each offer lasting for a limited time or until it is sold out. Among the first offers, members can access Hertz Dream Cars rentals in Miami choosing from sport, luxury and exotic vehicles for 200,000 points or a luxurious escape to the JW Marriott Marquis Dubai, the world's tallest hotel, for 50% off executive suites plus 20% off at the spa and free lounge access.
LocalPerks offers exclusive, localised experiences including food & beverage, golf, and spa deals to members. Using geo-tracking technology, visitors and hotel guests with the Marriott Mobile Guest Services app will receive personalised offers based on their precise location within in the hotel during their stay. Using 'Beacon' (NFC, or Near Field Communication) technology, participating hotels will send guests push notifications on their mobile devices as they move about the property. Offers will be tailored to the property, ranging from food and beverage to spa to golf. Future plans for LocalPerks include Marriott Rewards offers available locally in the neighbourhoods surrounding participating hotels.
FlashPerks and LocalPerks follow the May 2014 launch of PlusPoints, which enables members to earn Marriott Rewards points for everyday social behaviour, such as tweets, retweets, check-ins on Facebook, and Instagram posts. Marriott Rewards members enrolled in PlusPoints receive 25 points each time they share content about Marriott Rewards or participating hotels using the hashtag #MRPoints. Members can earn points daily and see them accumulate in real time.
To support the introduction of FlashPerks and LocalPerks, Marriott Rewards will communicate with members that they can "Make It Happen" and, in a targeted marketing campaign using digital and social media, member communication and event marketing, Marriott will use the visual cues of quotation marks to signal an offer that a member can take advantage of. The campaign also encourages members to share their travel experiences using the #LoveMarriottRewards and #MRPoints hashtags.