Siri and Alexa Battling to Become Go-To Voice Assistants in Hotel Rooms

Apple's Siri and Amazon's Alexa are being put through their paces in a "tech incubator" hotel chain, in order to determine which voice assistant brings more to the table for guests wanting to order room service, control lights, change TV channels, adjust the temperature, and more (via Bloomberg). The main incubator for the test is happening in Aloft Hotels, which are owned by Marriott.

The Aloft Hotel in Boston is using Amazon Echo devices and a collection of iPhones and iPads to gather information on which voice assistant will ultimately best serve guests in the long run. Marriott hasn't divulged information on who might be the winner as of yet, but the company did say that it expects to decide if it will expand the test to more chains besides Aloft Hotels "as early as mid-year."

siri alexa fight

Marriott expects to decide whether to adopt the technology for one or more of its chains as early as mid-year, potentially boosting sales for the device of choice. More important, it will increase the winning company’s exposure in the market for voice-activated devices, which are gaining more mainstream traction.

“Those two players are in the game right now,” said Toni Stoeckl, who oversees the Aloft, Element, AC and Moxy chains as global brand leader for lifestyle brands at Marriott. There are almost 130 Aloft hotels in the U.S., and more than 100 additional ones planned.

Carolina Milanesi, a market analyst with Creative Strategies, compared the introduction of voice assistants into hotel rooms to when the hospitality industry began putting iPhone docking stations into rooms so guests could easily charge their phone and listen to their own music. Still, personalization with the voice assistants remains a key question for the new tests. As of now it's unclear whether guests will be able to somehow access their own accounts to use Alexa and Siri, or be treated with a "standard set of skills relevant to a hotel stay," concerning news reports, weather forecasts, and other default commands that might be easier for guests unfamiliar with voice assistant technology.

In regards to the overall voice assistant battle over hotel rooms, Alexa currently appears to be winning. Amazon's assistant and its connected speaker system Echo are now helping out guests in hotels like the JW Marriott San Antonio Hill Country Resort & Spa, with Alexa devices installed in 10 of 1,002 rooms and plans to add around 100 more as early as next month. On an even bigger scale, the Wynn Resort in Las Vegas plans to equip all 4,748 rooms with an Echo speaker by this summer.

Although most users agree Siri is inferior to other assistants from Amazon, Google, and Microsoft, Apple isn't out of the running yet in the battle to win hotel rooms, and Siri's advantageous support of multiple languages could give it a leg up over its competition with international travelers. According to Toni Stoeckl, Marriott's global brand leader, the company is searching for which voice assistant can become the "ideal solution" and ultimately turn into "a global platform" with Siri or Alexa installed at multiple of its locations around the world. Stoeckl said that the company should have an indicator of where it's headed by the end of 2017, so "the race is still on."

Marriott’s Stoeckl said his company is “looking for the ideal solution to make this a global platform.” Aloft hotels act as a “tech incubator” for new concepts, and a successful test may determine whether digital assistants -- and which ones -- are installed at other Marriott chains, he said.

Of course that means that neither assistant could win, but the company said it will continue to test both out in its Aloft Hotels, and even plans to add more "concierge-like" services in the future, which hint that more personalized experiences are likely to be introduced. These include the ability to connect with a guest's personal smartphone to fuel actions like setting an automatic wake-up temperature or creating an activation time to open the room's drapes.

Voice assistants continue to be a dominant factor in the smartphone and tablet market, and thanks to devices like the Echo speaker, they're expanding into unique product categories as well. Reports have been scarce lately, but last year Apple was said to be "pressing ahead" into prototype testing for its own standalone Siri speaker. The Cupertino company is also believed to be working on "enhanced Siri" capabilities that should beef up the assistant's presence on iOS devices, likely to begin with this year's "iPhone 8."

Top Rated Comments

Chupa Chupa Avatar
50 months ago
Hotel Customer: Hey Siri, turn off the lights.

Siri: OK. Friday Night Lights, Season 1 is ready to watch and $89 was billed to your room.
Score: 40 Votes (Like | Disagree)
J.Dillinger Avatar
50 months ago
Siri isn't battling anything. Getting pummeled is more like it.
Score: 34 Votes (Like | Disagree)
erinsarah Avatar
50 months ago
1. Arrive at hotel and check in.
2. Unpack and hang clothing
3. Unplug listening devices
4. Make crappy coffee in that poor man's excuse for a Keurig.
Score: 28 Votes (Like | Disagree)
mattopotamus Avatar
50 months ago
I am sorry Apple, Amazon's voice assistant is really that much better and integrates with nearly every smart product on the market.
Score: 26 Votes (Like | Disagree)
ZacNicholson Avatar
50 months ago
I dont want the CIA/NSA listening to what im doing in those hotel rooms.. Unplug
Score: 21 Votes (Like | Disagree)
Heisenberg888 Avatar
50 months ago
Let's face it: Siri sucks!!!
Score: 17 Votes (Like | Disagree)

Top Stories

lg wing

LG Considering Exit From Smartphone Business, Halts LCD Production for iPhone

Wednesday January 20, 2021 5:38 am PST by
LG is considering exiting the smartphone business entirely amid declining shipments and accrued losses of $4.5 billion over the past five years (via The Korea Herald). LG CEO Kwon Bong-Seok cautioned staff earlier today that the company is re-evaluating its presence in the smartphone industry: Since the competition in the global market for mobile devices is getting fiercer, it is about...
google maps detailed street level e1611052089473

Google Maps Gains Enhanced Street-Level Detail in Four Major Cities

Tuesday January 19, 2021 2:34 am PST by
Google Maps has quietly been updated to include significantly more detailed street-level information in a handful of key cities around the world. Upon zooming in, Google's maps for Central London, Tokyo, San Francisco, and New York now benefit from shapes and widths that match the scale of roads more accurately. Meanwhile, enhanced graphical representations of sidewalks, crosswalks,...
2019 mac pro side and front

Tim Cook Gifted Donald Trump 'First' 2019 Mac Pro

Wednesday January 20, 2021 5:45 pm PST by
Apple CEO Tim Cook gifted former United States President Donald Trump with the first 2019 Mac Pro that came off of the assembly line in Austin, Texas, according to a financial disclosure report that was released today (via The Verge). "Mac Pro Computer, the first created at the Flex Factory in Austin, Texas," reads the entry, which values the machine at $5,999, the base price for a Mac Pro....
airpods max sim ejector

AirPods Max Headband Removable With Just a SIM Ejector Tool, Hinting at Interchangeable Headbands

Tuesday January 19, 2021 8:25 am PST by
It is possible to remove the headband of AirPods Max with just a standard SIM card ejector tool, hinting at the possibility of interchanging headbands to achieve a different colorway. Image via Prelook In December, MacRumors revealed the large variety of AirPods Max ear cushion color combinations when it became clear that they were magnetically attatched and available for sale separately....
iphone 5s black slate

Images of Unreleased iPhone 5s in Black and Slate Shared Online

Sunday January 17, 2021 9:47 am PST by
Twitter user @DongleBookPro has today shared images of a prototype iPhone 5s in an unreleased Black and Slate color. The iPhone 5s was launched in September 2013. The device featured Touch ID, a 64-bit processor, and a True Tone LED flash for the first time. Other new features included a five-element lens with an f/2.2 aperture, a 15 percent larger camera sensor, Burst Mode, and Slo-Mo...
iphone 12 vs iphone 12 mini

Apple Shifting Some Production From iPhone 12 mini to iPhone 12 Pro to Meet Demand

Wednesday January 20, 2021 8:12 am PST by
Apple has reportedly cut production of the iPhone 12 mini by two million units to create more manufacturing capacity for the iPhone 12 Pro, according to a new Morgan Stanley investment note seen by PED30. Apple is believed to have made the switch for the first quarter of 2021 in an effort to combat continuing lead times for the more popular iPhone 12 Pro. iPhone 12 Pro lead times remain ...
Apple VR Feature

Bloomberg: Apple's First AR/VR Headset 'Pricey, Niche Precursor' to More Ambitious AR Glasses and Could Launch Next Year

Thursday January 21, 2021 3:27 am PST by
Apple's first virtual reality headset will be a "pricey, niche precursor" to a more ambitious augmented reality product, according to a new report from Bloomberg's Mark Gurman. As a mostly virtual reality device, it will display an all-encompassing 3-D digital environment for gaming, watching video and communicating. AR functionality, the ability to overlay images and information over a view...
shot on iphone 12 apple

Apple Highlights Photos Shot by iPhone 12 Users: Portraits, Cityscapes, and More

Tuesday January 19, 2021 6:05 am PST by
Apple today shared a gallery of photos shot by customers using the iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max, with scenes including cityscapes, landscapes, portraits of people, and more at day and night. Shot on iPhone 12 Pro Max by "NKCHU" in China (top) and shot on iPhone 12 Pro Max by Rohit Vohra in India (bottom) iPhone 12 mini and iPhone 12 models have a dual camera ...
Apple and Hyundai feature

Apple Car Production Again Linked to Kia Motor's US Plant in Georgia

Tuesday January 19, 2021 4:19 am PST by
Hyundai intends to transition the company's Apple Car involvement to its Kia brand as part of an internal arrangement that could see production move to the U.S., according to a new report today. On Sunday, Korea IT News reported that Apple and Hyundai are seeking a partnership agreement for the upcoming Apple Car by March, and that the electric vehicles could be made at a Georgia factory...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...