The strategy provides the hotel company with the instant feedback it needs to compete as it faces more competition from Airbnb, a hotel building boom that’s flooding the market with more rooms, and guests that have become harder to impress. Marriott isn’t the only hotel company to turn one of its hotels into a laboratory. It’s competitor, Hyatt, in the early 2000s created “lab hotels” where it would test out new concepts, but now it conducts experiments across its properties. For example, Hyatt recently invited randomly-chosen guests at the Hyatt Centric The Loop in Chicago to vote on iPads on their favorite bath amenities. Previous Hyatt studies have showed guests like salon-quality hair dryers (something that rings true for Airbnb guests, too) and eco-friendly bath products. Get the full story at Quartz Read also "Marriott launches world’s first ‘hotel innovation incubator’"