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Marriott Hotels Bring Beacon Technology to Loyalty Program

Tim Maytom

MarriottMarriott Hotels has introduced two new mobile-first features to its Marriott Rewards loyalty program, including the use of Beacon technology around its hotels to deliver rewards to members.

The LocalPerks scheme makes Marriott Rewards th first major hotel loyalty program to offer geo-targeted mobile offers during a member's stay. Participating hotels will be able to send tailored push notifications to guests' mobile devices as they move around the property, with offers ranging from food and beverages to spa treatments and golf.

The service will initially be launched at the San Diego Marriott Marquis and Marina, followed by hotels in Baltimore, Maryland and Marco Island, Florida. While the offers will only apply to in-hotel services to begin with, Marriott hopes to expand the service to include offers available locally in the neighbourhoods surrounding participating hotels.

Along with the LocalPerks service, Marriott Rewards is also launching FlashPerks, offering members limited-time offers they can redeem for offers like staying in the JW Marriott Marquis Dubai, the world's tallest hotel, or test driving luxury cars. The offers will be accessible via the scheme's app or a dedicated website.

These new features come after Marriott Rewards recently introduced PlusPoints, a way for members to earn additional loyalty points by promoting the brand through social media such as Twitter, Facebook and Instagram.

"With the best loyalty program in the business, we are constantly innovating to provide our members new and compelling ways to engage with Marriott Rewards," said Karin Timpone, global marketing officer for Marriott Rewards. "With our global portfolio of brands and our ability to scale our mobile activations quickly, we are excited by these and other opportunities that marry new technologies and consumer benefits."

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