BETHESDA, MD—As a central player in the mid-2008 launch of the GoBoard interactive touch screen technology, which has quickly become a popular feature at Courtyard by Marriott, Marriott International’s vp of property system services, Kermit Littlefield, has found himself straddling two different worlds: technology and brands.
“My background has principally been in the information resources or technology side of the industry,” Littlefield told HOTEL BUSINESS®. “But since I’ve been at Marriott I’ve really worked very closely with the brand teams and the operational teams.”
Aligning with the brand this way makes for a good reality check, according to Littlefield, and a way to ensure that technology initiatives really fill an unmet customer need. The GoBoard, which is mounted in the hotel lobby, allows guests to quickly access news and weather as well as names of nearby restaurants and local attractions. It’s representative of a larger trend industry-wide toward interactive touch-screen devices.
“Right now, there’s a lot of interest in these kinds of technologies. From the research we conduct, people seem to want to exert more control over their hotel stay. I think the positive response to the GoBoard reflects that. It gives the guest more choice and control,” said Littlefield, who has been with Marriott International for 11 years.
Littlefield has tracked with interest how guests tend to use the GoBoard. “Generally, the first thing they do is find their home on the map,” he said. “Beyond that though, the key to the GoBoard is that it’s balanced with information to help guests stay current and feel connected to the local area. So it’s designed to give guests just the right amount of information to get them on their way.” —Bruce Serlen