Marriott is set to test out Amazon Alexa in a number of its hotel properties, Toni Stoeckl, global brand leader for lifestyle brands at Marriott, revealed in a panel at Advertising Week. The move is a bid to provide increased personalization and improved in room service for guests. As voice-activated connected device usage has jumped 130 percent over the past year, brands have begun to explore how the technology can be used to drive engagement and improve customer service — and the hospitality industry is in many ways leading the charge. Why? As Stoeckl put it, “as a hotel brand, we’re in the experience business. This means [taking advantage of technology that can] connect our consumers to the local experience in the hotel or the neighborhood — as well as removing some of the friction of transaction in hotels.” Get the full story at GeoMarketing