Beyond bookings: How hotels can take mobile to the next level
While adding new feathers to the mobile apps for consumers, hotel brands should focus on both the in-room and business-to-consumer experience. Besides, loyalty should be integrated into mobile programs.
The online travel industry is one of the sectors that mobile has hit the hardest as bookings made from smartphones and tablets continue to grow. However, it seems that many hotel brands are missing out with mobile by not leveraging more sophisticated guest services features.
As mobile continues to become the primary way that consumers make last-minute hotel bookings, brands should look to add features to their mobile applications and Web sites that help consumers once they have booked a room. Marriott is one of the few hotel brands that is doing so with an innovative check-in feature on its mobile app.
“While Marriott Hotels was developing the app and testing mobile check-in, they engaged customers to provide feedback to perfect the experience and learn what was most important to them,” said Paul Cahill, senior vice president of brand management at Marriott Hotels, Bethesda, MD.