Home Hotel industry Marriott’s Moxy Hotels gamifies hospitality with the AR experience

Marriott’s Moxy Hotels gamifies hospitality with the AR experience


Diving Brief:

  • Moxy Hotels launched an augmented reality (AR) experience this week that offers guests a chance to win prizes by exploring their hotel using a smartphone, according to an announcement from parent company Marriott. “moxy Universe, Play Beyond” focuses on the Asia-Pacific region.

  • Prior to check-in, visitors can customize a digital avatar with a selection of hairstyles, clothing and accessories. The avatars are viewable through a smartphone camera, allowing users to combine computer-generated overlays with the actual surroundings of their hotel in images.

  • The experience is accessible by scanning a QR code at check-in, unlocking challenges that push guests to explore different parts of their hotel. Moxy’s AR activation is available at 12 hotels through December 31 as Marriott tries to weave an element of gamification into travel.

Overview of the dive:

Moxy’s AR experience extends a “Play On” positioning that promotes its hotels as a fun destination for millennial and Gen Z consumers who are smartphone-enabled. Recent research suggests that these age groups enjoy trips that are inexpensive but provide a truly memorable moment or experience.

As the hospitality industry recovers from earlier pandemic restrictions, the Marriott-owned brand aims to provide travelers with more memorable stays that they can capture with their mobile devices and share on social media. The challenges include a social networking aspect, with one asking users to take a selfie with their avatar at Moxy’s Grab & Go stations using the hashtag #moxyuniverse.

Moxy’s target consumers are likely to be familiar with AR content, which is a key feature of photo messaging apps such as Snapchat and location-based mobile games such as Pokémon Go. video games, which are an important entry point to the metaverse and associated AR experiences.

Global Gen Z consumers spend an average of 17% of their free time gaming, which is more than Millennials (14%), Gen Xers (11%) and Baby Boomers (6%), according to the Newzoo researcher. By integrating mobile game-like experiences into its entertainment offerings, Moxy can better appeal to this younger cohort.

“Moxy Universe, Play Beyond” comes as Marriott makes more of an effort to combine entertainment with gaming. Its Marriott Bonvoy loyalty program began sponsoring a digital variety show this month that shines a light on Asia’s esports and gaming culture. The 15 “Gamer’s Paradise” episodes promote various Marriott hotels throughout the region. One Esports, a unit of sports promoter One Championship, streams the show on Facebook, Twitch, YouTube and AfreecaTV, a Korean peer-to-peer streaming service.

Marriott’s gaming-focused efforts come as the hospitality industry spends more on advertising for the summer season. Travel industry advertisers have increased their marketing spend increased 43% from last year to $623 million until aprilaccording to researcher MediaRadar. This year, Marriott also revamped its ad sales business. with the deployment in May of the Marriott Media Network, a cross-platform advertising solution powered by first-party data from Bonvoy’s 164 million members.