Marriott adds real time chat to mobile offering

Marriott Hotels has kicked off a campaign to highlight a new real-time chat function for its mobile app.

The feature allows guests to speak directly with hotel staff and request services 48 hours prior to their arrival and during their stay.

The service is being offered exclusively to all 54 million members of the company’s loyalty program, Marriott Rewards.

Publicis Worldwide Hong Kong is behind the work, which is themed “Want anything, any time? Let’s chat”. The campaign comprises a series of 30-second videos that bring the text function to life. As part of the media strategy, all videos are being seeded on Facebook, Weibo, WeChat, YouTube and Youku. The campaign runs to the end of December.

Nicoletta Stefanidou, group creative director at Publicis Worldwide Hong Kong, said: “Marriott Mobile App's new chat functionality offers a significant differentiation for Marriott against competitors who are seeking to attract Millennial travelers.

"The new chat capabilities speaks their language and we have significant ambitions for the success of their new work.”

Client: Marriott Hotels
Vice president brand, marketing and communications, Asia Pacific: Mike Fulkerson
Creative agency: Publicis Worldwide Hong Kong
Group creative director: Nicoletta Stefanidou
General Manager: Daniel Cullen
Director: Antony Redman
Production: Big Blue Productions