Trends: Marriott Launches ‘Live Beta’ Hotel

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Marriott Hotels has opened its M Beta at Charlotte Marriott City Center, an “innovation lab” that the company says functions as the world’s first hotel in “live beta,” and F&B is an integral part of the concept.

image002“As the leader in the premium full-service category, Marriott Hotels is transforming the traditional hotel experience,” said Mike Dearing, managing director, Marriott Hotels. “We are inviting guests to be part of the innovation and decision making. M Beta at Charlotte Marriott City Center is a forward-looking testing ground for exciting new concepts as we constantly evolve and challenge our way of thinking.”

Physical Beta Buttons are located throughout the hotel to gauge consumer feedback with a live tally. By pushing a Beta Button, guests and visitors share their “approval” for the corresponding innovation. Beta Button engagement, votes, and feedback on hotel innovations are then aggregated and brought to life in real-time via Beta Boards, digital screens placed throughout the hotel for all to see, as well as on TravelBrilliantly.com.

Concepts featured in the hotel will rotate periodically and feature new products as well as various service offerings. Today, M-Beta at Charlotte Marriott City Center will launch and test the following:

LG Studio in the Dynamic Meeting Space: As the first iteration of a new partnership between Marriott Hotels, the LG Studio features a full LG kitchen within the hotel’s meeting space, providing an “elevated” F&B experience that can be tailored to any type of gathering, from a brainstorm to a networking event.

Immersive Kitchen at Stoke Restaurant: Removing the walls between the kitchen and dining area, the Immersive Kitchen within the Stoke restaurant and bar puts guests in the center of the action, allowing chefs to interact more closely with and entertain guests with impromptu culinary offerings. The interactive space also encourages a sense of exploration among guests with a regular rotation of local artisan tastings and cooking classes.

Localized Marketplace: Coco and the Director is a community center and the true social hub of the hotel, which allows travelers to enjoy locally sourced coffee, unique retail, and limited-edition food selections from Charlotte small business. An ongoing rotation of literary, music, educational, and entertainment events are featured, providing a constant source of inspiration for guests and locals.

Hosted Arrival: No traditional front desk check-in, but personal greeters waiting for your arrival where you are—at the curb, in the lobby, on the go.

FLEX Fitness: Guests have access to nearly 1,000 on-demand group and personal workouts available on screens in the tech-driven, on-demand fitness studio or in-room, as well as access to local fitness boutiques, available to book directly through http://flexatmarriott.com/charlotte.