The hospitality industry has been actively adopting new digital technologies in recent years, especially those utilizing mobile devices. According to research by PwC in 2019, 70% of interviewed millennials would prefer to book lodging that implements high-tech digital solutions such as mobile room keys, smart TVs or mobile payments.
The same study states that hotels that implement new technologies report a 135% increase in online revenue. And these numbers are only growing since the Covid-19 pandemic.
Hotels worldwide started using mobile technology as a way to adapt and survive during the past two years. It helped them create hotel operations dealing with staff shortages and creating a safe environment for their guests. The trendy word for these past years was “contactless”, and so was the trend in hotel technologies.
The even better news is that hoteliers and hotel guests have highlighted how beneficial are mobile technologies for the business and customers.
They have continuously reported an increase in guest satisfaction levels, more direct bookings, improved engagement and loyalty, better reviews, and increased ROI and revenue. In today’s article, we’ll discuss how you can improve your hotel business with mobile device technology and how to reap its benefits.
The importance of mobile apps to the hospitality industry
Mobile apps became expected from the hotel industry, just as clean linens are. The best hotel app providers offer unique branding for the specific hotel, and the apps utterly become the hub for all guest activities, purchases, reports and sales.
They give hotel guests the freedom to break free from waiting lines at the front desk, unlock their room doors, control their in-room features, and communicate with hotel staff while using their own safe and well-known mobile devices.
Mobile apps for hotels have numerous perks for the business and the client. Since the vast majority of people nowadays owns a smart mobile phone and uses it for leisure and business purposes, it’s only natural to start using it in hotels.
Studies have shown that guests use mobile devices to make every two out of three last-minute bookings and more than 45% of guests prefer and use mobile apps to make a hotel booking.
How to leverage mobile apps to boost your hospitality business?
The best hotel mobile apps have various features, enabling hotel management, and allowing guests and staff to seamlessly communicate. Guests gain complete room control and get up-to-date information, and staff members can execute room service orders or confirm dinner reservations in seconds.
Of course, this is not all mobile apps can do for the hotel business. Mobile check-ins and mobile keys are some of the most frequently used features and contactless payments. Here are some examples of how you can leverage mobile apps to boost your hospitality business.
Make the check-in process more convenient for guests and staff
Who doesn’t dream of a hassle-free check-in process? Queuing up at the front desk was never a dream of any guest who had just traveled thousands of miles and was eager to unpack his luggage and enjoy his stay.
Manual administrative work for hotel staff is also a burden, given all the details they need to ask for and file in the system. Not to mention that human error is always on the table with all passport and ID numbers, hotel reservations and room availability.
Hotel mobile apps allow your clients to use mobile check-in and enjoy a seamless arrival experience. All they need to do is enter their details or scan an ID card, and they receive their mobile room key immediately without having to attend to the front desk.
Another perk for guests is that they can check in at a time convenient for them – either before they leave their homes or in the taxi on the way to the hotel. Mobile check-in also frees up front desk staff time, allowing them to focus on higher priority tasks and engage with the guests.
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Improve customer engagement and loyalty
Implementing mobile apps in hotels can significantly improve customer engagement and brand loyalty. They present an opportunity to effectively communicate with your guests, asking them for service feedback, guest experience and improvement suggestions.
With some apps, guests can directly leave a review shown on the online booking platform, driving more customers in.
Mobile apps make upselling and cross-selling effortless, breaking any possible barrier a guest might encounter when seeing a new offer.
Bookings, upgrades and purchases are one click away from them, and by including loyalty rewards and special discounts, sales and revenues increase significantly. These strategies will also generate returning guests loyal to your brand and services.
Keep your guests updated
With a branded hotel mobile app, you can easily keep your guests updated about news and events. You can use push notifications not only during but before and after their stay.
For example, if a guest has downloaded your app and has an active booking, you can send a reminder that it’s time for check-in. Another way to use this feature is to invite guests back to your hotel and offer a special discount code.
During the guest’s stay, hoteliers often use their mobile apps to send guests notifications when their room is clean and ready or inform them about current events in the region.
You can also publish regular updates about F&B menus, SPA treatments, tours, activities and other services that your hotel offers. During the Covid-19 pandemic, many hotels used notifications to inform their guests about health safety protocols and regulations.
Guide your guests more efficiently
Getting around a new hotel and getting to know its services is sometimes confusing, especially for new guests that arrive there for the first time.
With a mobile app, hoteliers can guide their guests more efficiently by including amenity maps, nearby attractions and shops they might be interested in. You can also showcase unique features of your hotel, restaurants, panoramas, pools and anything that can help them get around and get to know your offers.
Get detailed insights
Another essential and handy feature of mobile apps for hotels is their reports and analytics functionality. If given permission, they gather anonymous or personal data and can provide valuable insights to hotel management to improve operations and services.
The reports include trends and patterns, seasonality, most popular services and others. This data helps hoteliers analyze their business and adjust their business goals and processes.
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FAQs
How is mobile technology changing the hospitality industry?
Digital technologies have been around for a while, and hotels started using them long ago. However, today, mobile technologies are a necessity rather than an innovative upgrade.
What are the uses of mobile technology in hotels?
Hotels can use mobile technology in various ways to improve their business. Guests can download mobile apps and use them to check in, control in-room amenities, book services, order room service, leave a review, contact a staff member, etc.
Why is mobile technology in the hospitality industry important?
Mobile technology plays a vital role in meeting customer requirements and expectations in the hotel business. Implementing new technologies gives hotel businesses a competitive advantage and helps them increase guest satisfaction.
How does technology help the hotel industry?
Hotels benefit from mobile technology by reducing staff workload, increasing guest satisfaction and revenue and gaining insight into their business strategy.