Mobile Devices Offer Effective Means for Connecting with Travelers

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New tech­nolo­gies have the poten­tial to offer hotel guests a range of new ser­vices and tools, and many trav­el­ers have come to expect that the places they stay should have the lat­est ser­vices at hand.  Hotels

A sur­vey of hotels world­wide con­duct­ed by Hos­pi­tal­i­ty Tech­nol­o­gy found that hotels’ use of many dig­i­tal tech­nolo­gies increased between 2012 and 2013. The use of mobile web­sites climbed to 76% from 60%, mak­ing it the most wide­ly used tech­nol­o­gy. Mobile apps, mean­while, declined to 40% from 43%. Despite this year-over-year decline, 70% of respon­dents expect­ed to employ mobile apps by 2015.


Apps are a great way for hotels to per­son­al­ize guest ser­vices, and hotels are using them for a range of pur­pos­es. Mak­ing reser­va­tions was the most com­mon fea­ture on exist­ing mobile apps employed by hotels, used by 72%. That was fol­lowed by prop­er­ty search­es that didn’t rely on GPS (50%), the abil­i­ty to sub­mit real-time feed­back via a guest sur­vey (44%), infor­ma­tion about the sur­round­ing area (41%), access­ing loy­al­ty account infor­ma­tion (38%) and mak­ing prop­er­ty search­es using GPS (38%). Many, if not all, of these ser­vices have long been pro­vid­ed by hotel staff, but mobile apps allow those offer­ings to reach much greater scale.

Hotels and oth­er accom­mo­da­tion busi­ness­es are not only using mobile devices to pro­vide ser­vices to cus­tomers, but are also keen­ly aware of the poten­tial they serve as a deliv­ery method for mes­sag­ing. A sur­vey con­duct­ed in Jan­u­ary 2013 by Strat­e­gy­One on behalf of Tri­pAd­vi­sor found that more than one-fifth of accom­mo­da­tion busi­ness­es world­wide used mobile devices to present cus­tomers with spe­cial offers. And one in 10 used a mobile pro­gram to push deals to mobile users locat­ed near their prop­er­ty.

It’s this com­bi­na­tion of cus­tomer ser­vice and engage­ment that makes mobile devices such a poten­tial­ly effec­tive means for hotels to con­nect with their clients.

[Source:  "For Hotels, Mobile Offers a Pletho­ra of Options."  eMarketer/Hospitality Tech­nol­o­gy.  3 Sept. 2013.  Web.  12 Sept. 2013.]