September 03, 2013

For hotels, mobile offers a plethora of options


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.

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.

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.

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