Marriott International is debuting mobile gaming in an attempt to attract Millennials, according to USA Today.
The hotel has launched Xplor, a game that players can download for free at the App Store. The game allows players to virtually visit five gateway cities within the app, allowing users to take sightseeing challenges, solve puzzles and trivia questions. Users can also compete to win Marriott Rewards points.
Marriott will give away one million Marriott Rewards points for a limited time. For every city users get through, they will be entered in to win 100,000 Marriott Rewards points. The company will award 500,000 points by November 25. Players will also be entered to win one of three prizes, including a Grand Prize of 200,000 Marriott Rewards points and an airline ticket for a trip around the world. Two runners-up will receive prizes of 150,000 Marriott Rewards points each. The winners will be selected on December 16.
The game is intended to appeal to travelers between the ages of 35 and 46 and travelers between 18 and 34, known as Generation X and Generation Y, or Millennials, respectively. These age groups are making up a larges segment of the traveling market, with Marriott estimating that they will account for a third of U.S. business room nights.
"If you look at demographics, Generation Z and Generation Y together will absolutely be an extraordinary part of our business," David Rodriguez, the executive vice president and chief Human Resources officer for Marriott, said. He helped develop the game. "If you are not resonating with that generation, your business will decline."
Companies have used gaming as a way to drive business, but hotels have been slow to adopt the strategy," Adam Weissenberg, the vice chairman and U.S. leader of Deloitte's travel, hospitality and leisure sector, said.
"If the game is creating opportunities for these types of rewards, then it could be an effective way to draw Millennials," Weissenberg said. "To be a success, the game should be unique, challenging, take advantage of the latest technology, and above all be enjoyable to play, with opportunities for instant rewards."
For hotels to effectively draw people using games, they have to provide instant rewards and be fun, according to Weissenberg.
This article is copyrighted by Travelers Today, the travel news leader
