Marriott has launched “Spirit To Serve Our Guests,” a new personalized guest service program. From first contact to check-in, Marriott’s Spirit To Serve Our Guests engages the member in five key service experiences; calls to reservations now pre-identify guest preferences; pre-arrival emails help with trip planning; Marriott’s Rewarding Welcome allows hotels globally to recognize guest preferences at check-in: a virtual concierge lets guests select special amenities online; and a new system helps Marriott Rewards members track points toward vacations.

Reservations — When guests call a Marriott Reservations Office, new telephone technology instantly identifies them and transfers their personal preferences to the booking screen. The Marriott agent has instant access to the guests’ personal preferences including room-type, special requests such as foam versus feather pillows, method of payment and Marriott Rewards account numbers.

Pre-Arrival — After making a reservation, guests also receive a personalized pre-arrival email with detailed information about their upcoming stay and destination. They get the latest information on weather, transportation, events and attractions, local restaurants and other entertainment.

Marriott’s Rewarding Welcome -This expanded program allows employees to anticipate and deliver on Marriott Rewards members’ personal stay preferences. After entering their preferences online just once, member requests for extra towels, foam pillows, refrigerators or even a specific newspaper will be honored automatically at hotels globally. Later this year, hotel folios will be emailed directly to guests.

Virtual Concierge — With the addition of Marriott’s virtual concierge, guests planning stays at the company’s full-service properties can customize their experiences online. The virtual concierge helps guests order ahead for room service, make dinner reservations, arrange for car service, order a roll-away bed or request connecting rooms. At Marriott and Renaissance resorts, guests can also schedule a round of golf, sign up for tennis lessons or book spa treatments. The virtual concierge is available at nearly 400 properties worldwide.

Marriott Rewards DreamRewards’ Tracker — DreamRewards Tracker is the latest perk of Marriott Rewards membership. It lets members electronically select and save the rewards they dream about. It even allows members to monitor how close they are to realizing their goals based on their Marriott Rewards total points.