As mobile continues to become the primary way that consumers make last-minute hotel bookings, brands should look to add features to their mobile applications and Web sites that help consumers once they have booked a room. Marriott is one of the few hotel brands that is doing so with an innovative check-in feature on its mobile app. “While Marriott Hotels was developing the app and testing mobile check-in, they engaged customers to provide feedback to perfect the experience and learn what was most important to them,” said Paul Cahill, senior vice president of brand management at Marriott Hotels, Bethesda, MD. “The brand’s frequent guests first and foremost wanted mobile check-in via smartphones,” he said. “Marriott Hotels decided to roll out its mobile check-in to further enhance the future of travel for the next generation.” Get the full story at Mobile Commerce Daily