How would you measure the success of Marriott's mobile check-in feature?

Introduction

Measuring the success of Marriott's mobile check-in feature requires a comprehensive approach that considers multiple stakeholders and metrics. To effectively evaluate this product success metric problem, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Marriott's mobile check-in feature allows guests to check into their hotel rooms using their smartphones, bypassing the traditional front desk process. This feature is part of Marriott's broader digital transformation strategy, aiming to enhance guest experience and operational efficiency.

Key stakeholders include:

• Hotel guests: Seeking convenience and time-saving options
• Hotel staff: Looking to streamline operations and improve guest satisfaction
• Marriott management: Aiming to increase brand loyalty and operational efficiency

User flow:

1. Guest receives notification to check-in via app
2. Guest completes check-in process on their smartphone
3. Guest receives digital room key or code for physical key pickup
4. Guest proceeds directly to their room, bypassing the front desk

This feature positions Marriott competitively against other major hotel chains like Hilton and IHG, who have similar offerings. It's currently in the growth stage of its product lifecycle, with ongoing refinements and increasing adoption rates.