Why Travel Brands Are Particularly Ripe for Digital Innovation

Marriott, TripAdvisor compete for travelers' attention

In November, Marriott International installed an internet-connected mirror within a shower in the Irvine Marriott hotel located in Orange County, Calif., putting a new spin on “shower thoughts”—the idea that people’s best creative ideas and brainstorming take place in the shower. Steam from the shower first fogs up the mirror to create a digital whiteboard on a section of the door that allows consumers to draw all over the glass with their fingers and email the creations to themselves. While only currently in one guest room, the test is almost akin to a small research and development lab, and Marriott plans to crunch guest satisfaction scores in March to decide if the technology should be built into other properties.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.