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Amazon launched Alexa for Hospitality at a number of hotels in the Marriott family and has invited other hotel chains to integrate with its echo speakers as well. The service will place Echo speakers in each room, allowing visitors to ask questions about the hotel, book spa appointments and order food and beverages to their room, customized to and regulated by each hotel with a dashboard. If hotels wish, Alexa can also adjust lights, thermostats and TVs—in time, the service will allow guests to temporarily merge a hotel room Alexa with their personal accounts. Overall, the initiative seeks to optimize hotels as livable brands—guests can listen to music and radio set up by the hotel itself, and bring new technological conveniences to their home away from home.