Marriott International and LG Electronics have jointly developed a new cloud-based guest room entertainment and technology platform to support a modern, scalable guest room experience across Marriott’s participating hotel portfolio.

The first step in an expanded strategic collaboration between the companies, this new initiative combines LG’s hospitality technology and connected-device capabilities with Marriott’s guest experience and enterprise technology infrastructure.
As Marriott focuses on its test and learn strategy, the new platform is rolling out initially in a pilot program in 40 hotels in the United States and Canada with the goal of a global rollout.

Marriott International and LG Electronics announced a long-term strategic collaboration focused on enhancing the guest experience, beginning with a cloud platform for guest room entertainment and technology. Marriott plans to adopt the jointly developed platform across its participating hotel portfolio, bringing a modern approach to in-room entertainment, and laying the foundation for device management, and connected guest experiences across Marriott properties.

Drew Pinto, EVP and Chief Revenue and Technology Officer Marriott International and Don Kwack, President and CEO LG Electronics North America sign strategic agreement at Marriott International HQ

“Our collaboration with LG reflects Marriott’s commitment to building technology that elevates the guest experience across our portfolio,” said Drew Pinto, Marriott International Executive Vice President, and Chief Revenue and Technology Officer. “By combining LG’s connected-device capabilities with Marriott’s hospitality expertise and enterprise platform, we are creating a more seamless, personalized guest room experience while helping hotel teams operate more efficiently. This work is an important step toward building a smarter technology ecosystem that evolves alongside the needs of our guests.”

State-of-the-Art Technology Meets Global Hospitality Expertise

Given Marriott’s long-standing relationship with LG, the company was selected to expand its work with the world’s largest hotel company to support its hospitality tech ecosystem starting with an innovative guest room entertainment and technology platform for next-generation guest experiences. Marriott is shaping the platform around guest experience, property operations, and enterprise integration needs, while LG is co-developing the platform, device management, and technical support behind it.

“A prime goal is to make the TV part of a connected guest room experience rather than a standalone device,” said John Won, LG Electronics Senior Vice President and head of LG’s U.S. commercial display solutions B2B business. “This new guest room technology platform helps turn the displays into a more unified experience for travelers, providing entertainment, hotel content, and room functions with a seamless, easy-to-use system.” The technology enables seamless authentication and management of LG smart hotel TVs and set-top boxes across participating Marriott properties, while reducing reliance on traditional on-premises video distribution infrastructure. LG’s connected device capabilities are integrated with Marriott's infrastructure to enable future smart-room experience.

Beyond enhancing the guest room experience, the platform provides Marriott with a centralized enterprise management environment for its in-room technology. Marriott associate teams will now have the ability to monitor device health, performance, and status across individual guest room televisions, entire hotel properties, specific brands or groups of hotels, and even its broader property portfolio. This centralized approach enables faster issue identification, more efficient content and application updates, and improved operational visibility across Marriott's global hospitality network.

A key feature of the technology is its in-room entertainment system, which supports linear TV, streaming and FAST channels including over 40 OTT applications and 250 channels. The television experience will also offer personalized advertising through LG Channels and client-side ad insertion capabilities.

Strategic Vision

The guest room technology will launch with an initial pilot across Marriott brands in 40 locations in the United States and Canada before potentially expanding more broadly in Marriott’s global portfolio, at participating hotels.

As the collaboration evolves, Marriott and LG intend to explore opportunities to extend connected digital experiences and centralized management capabilities into public and shared spaces throughout hotel properties, creating a more unified technology ecosystem across the hospitality environment.