Viewing mobile hospitality as a core function of both guest service and operations is the first step toward meeting travelers where they want to be reached.
When mobile technology became a reality for hotels almost a decade ago, hotels rallied their budgets around a few specific capabilities—mobile websites, then mobile apps, then SMS marketing, followed by social media initiatives, and so forth. The marketing team would put a check mark in the right box (mobile website: done and check), implement some SEO, and move along. Each bit of mobile was treated as a singular destination. A place that could be arrived at and then departed.
It has been ten years, and it's time that we adopt a new perspective on mobile hospitality—seeing it as a journey, a process. There are now hundreds of capabilities, none of which stand alone, all dependent on one another and on legacy systems. Mobile hospitality is an evolving platform of increasingly important stature. It is an essential aspect of delivering reservations, marketing, and guest service, and hotels benefit from treating it as such.
When we evolve from viewing mobile hospitality as a destination and, instead, see it as a process designed to deliver a specific level of guest engagement, our needs change. Here is a handy breakdown of what mobile hospitality looks like when we shift perspective.
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