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MARRIOTT REVOLUTIONIZES CHECK-IN WITH '1ST 10' GUEST SERVICE INITIATIVE; EXPRESS CHECK-IN PHASE ROLLS OUT THIS FALL

 MARRIOTT REVOLUTIONIZES CHECK-IN WITH '1ST 10' GUEST SERVICE
 INITIATIVE; EXPRESS CHECK-IN PHASE ROLLS OUT THIS FALL
 WASHINGTON, Oct. 27 /PRNewswire/ -- Marriott Hotels, Resorts and Suites has launched "1st 10," a new customer service that will revolutionize how Marriott welcomes all guests. This major service initiative is based on the premise that the first 10 minutes of a guest's hotel experience are the most important in setting the stage for a successful stay. The program is being phased in at more than 200 hotels nationwide.
 "1st 10" is designed to help the guest check into the hotel in the most friendly and efficient manner possible. Guests will be able to bypass the front desk entirely and proceed directly to their room because room type, estimated time of arrival and method of payment are completed in advance when the reservation is made.
 Upon arrival, the guest is immediately greeted by a Marriott Guest Service Associate (GSA), who escorts them to a special rack in the lobby. The rack holds a packet marked with their initials, and contains a room key as well as essential information about their stay.
 The GSA presents the packet to the guest, confirms the information, and either escorts him/her to their room and helps with their luggage, or, if the guest does not need assistance, provides him/her with directions.
 Introduction of "1st 10" to the public will be conducted in a two-step process. Phase one is called Express Check-in, which features all the benefits of "1st 10" except the welcome and escort by a GSA. Express Check-in rolls out this fall and will be available in 90 percent of Marriott's domestic hotels by year end. Marriott plans to complete the service by offering "1st 10" at 90 percent of its hotels by fall 1993.
 A modified version of the program will be available at Marriott's international (35), resort (20) and convention (15) properties.
 Marriott conducted extensive consumer research to determine which components of a guest's stay contribute most to their overall satisfaction and intent to return. An overwhelming majority of respondents cited check-in speed as having a definite impact on perceived price value and intent to return. "1st 10" cuts check-in times in half or better. For example, one test hotel saw a drop from three minutes before "1st 10" to an average of one minute, 35 seconds after "1st 10" was in place.
 The research also showed there are five key drivers of guest satisfaction: check-in speed, friendliness, cleanliness, value and breakfast. Four of these "drivers" come into play during the first 10 minutes of a guest's stay -- arrival and greeting by the staff, check-in, entering the guest room and review of in-room amenities (i.e. everything is in working order) and price value assessment.
 The "1st 10" program was tested at 14 Marriott hotels nationwide. Approximately 700 associates from the test hotels contributed to the program's design and implementation over an 18-month period. The concept originated three years ago, and development of the program involved virtually all aspects of the hotel operation. It requires extensive systems capability and new communications links between reservations, the front office and housekeeping.
 Marriott Hotels, Resorts and Suites, a division of Marriott Corporation (NYSE: MHS), operates more than 240 full-service properties worldwide.
 -0- 10/27/92
 /CONTACT: Gordon Lambourne of Marriott Hotels, Resorts and Suites, 301-380-1340/
 (MHS) CO: Marriott Hotels, Resorts and Suites; Marriott Corporation ST: District of Columbia, Maryland IN: LEI SU: PDT


IH -- DC009 -- 5390 10/27/92 12:09 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Oct 27, 1992
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