Dubbed M Beta, Marriott has created what it calls a "hotel idea incubator" or "live beta hotel" — the first of its kind — that allows customers to test new product and service concepts first-hand all while giving feedback in real-time. The end goal is to give guests the opportunity to shape their future hotel experience. Buttons have been installed throughout the property for guests to press and register their reactions to different innovative facets of the hotel. Feedback travels directly back to hotel management, who then can gauge if new or adapted programs are needed.
"We looked hard to find a perfect hotel to showcase a reinvention ... From top to bottom, we have reinvented this hotel," said Marriott International CEO and president Arne Sorenson, adding that additional new features could still be on the way.
Adding modern touches to the 19-floor building at the corner of West Trade and Church streets is part of an overall brand renovation Marriott has set in motion partly to appeal to a younger generation of travelers.
Speaking during a press conference for the renovated hotel's grand opening, Sorenson said that Marriott used feedback from customers, such as more natural light, hard surface floors, upgraded fitness facilities and a local experience unique to each market, in their design concept. Marriott has remodeled 25 properties, with 25 more hotels to be finished by the end of 2016 and another 100 in the pipeline, he said