Marriott Launches Hotel Incubator

Charlotte locale is testing ground for innovations

Boutique Design

Marriott Hotels has debuted M Beta at Charlotte Marriott City Center, an innovation lab that showcases the brand’s latest concepts, such as keyless entry and other digital experiences, and allows guests to test those amenities on-site.


The property, which the Marriott Intl. flagship brand describes as the world’s first hotel in “live beta,” is a rapid-prototyping concept that features “Physical Beta Buttons” throughout to gauge consumer feedback. By pushing one of the buttons, guests confirm their approval for the corresponding element. Button engagement, votes and feedback are then aggregated and presented in real time via digital screens dubbed “Beta Boards,” as well as online.

Concepts featured throughout the property will rotate periodically and currently include: 

  • LG Studio: The first iteration of a new partnership between Marriott Hotels and the appliance brand, the studio features an LG kitchen within the hotel's meeting space. 
  • Immersive Kitchen: This interactive space within the Stoke restaurant and bar is designed so that chefs can entertain guests up-close with impromptu culinary offerings. 
  • Localized marketplace: Dubbed Coco and the Director, this community center/social hub features coffee, retail and limited-edition food selections from Charlotte small businesses. 
  • Hosted arrival: Personal greeters who welcome guests in lieu of the traditional front desk check-in. 
  • FLEX Fitness: A program that provides access to nearly 1,000 on-demand group and personal workouts via screens in the hotel’s fitness studio and guest rooms, as well as access to local fitness boutiques, which can be booked online.

“We are inviting guests to be part of the innovation and decision making," says Mike Dearing, managing director, Marriott Hotels. “M Beta at Charlotte Marriott City Center is a forward-looking testing ground for exciting new concepts as we constantly evolve and challenge our way of thinking.”

The hotel incubator is one of several innovation-focused initiatives Marriott Hotels has recently unveiled. Last month, the flag launched the #MGravityRoom, an inverted guest room pop-up installation.

Charlotte Marriott City Center first opened in 1984 and has undergone renovations over the last two years.