How Amazon Is Breaking Into the Hotel Business

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Amazon.com Inc. (NASDAQ: AMZN) is further expanding its empire with the latest partnership to put its virtual assistant in Marriott hotel rooms. Amazon’s Echo smart speakers will be added in select rooms in the hotel chain.

Guests can now ask Alexa for hotel information, contact the hotel to request guest services, play music in their room and more. For hotels, Alexa for Hospitality helps deepen guest engagement through seamless voice-first experiences that offer new ways for guests to access services and amenities during their stay.

On the personal side, soon Alexa for Hospitality will support the ability for Amazon customers to temporarily connect their Amazon account to the Alexa-enabled device in their room. Once connected, guests will be able to play their personal music from services including Amazon Music, Spotify and Pandora, as well as listen to audiobooks with Audible. When a guest checks out, Alexa for Hospitality automatically disconnects their Amazon account from the in-room device.

Alexa for Hospitality is available to hospitality providers by invitation starting Tuesday, with Marriott International introducing the new Alexa experience at select properties in Marriott Hotels, Westin Hotels & Resorts, St. Regis Hotels & Resorts, Aloft Hotels, and Autograph Collection Hotels starting this summer.

Daniel Rausch, Amazon vice president, commented:

Customers tell us they love how easy it is to get information, enjoy entertainment, and control connected devices by simply asking Alexa, and we want to offer those experiences everywhere customers want them. Alexa for Hospitality makes your hotel stay a little more like being at home and gives hospitality providers new ways to create memorable stays for their guests.

Shares of Amazon were last seen at $1,714.16, with a consensus analyst price target of $1,834.52 and a 52-week trading range of $931.75 to $1,726.74.