Mobile technology and engagement in the hotel industry
Over the past couple of weeks, we have read a number of articles discussing technology in the hotel industry and how guest’s behaviour is changing and the opportunities this presents hotels.
In the last ten years there has been a significant move to engagement with mobile apps, driven by the development of technology, both hardware and bandwidth. This has allowed users to access information and engage with other individuals and organisations in real time.
Within the hotel industry, as is demonstrated by the One night-Sameday booking app, guests increasingly want to have instant access and be able to make reservations immediately and on the move. Whilst this app is limited to a small number of boutique and independent hotels, the theory applies to all guest engagement.
The trend over the past few years has been for guests and travellers to use mobile apps as a primary point of engagement for information and to make bookings. However, the real benefit will come where an app is integrated in an overall digital strategy and based on a platform that allows the hotel to meet guest requirements, (service requests, room control etc) and to collect data on the guest from multiple sources. This in turn will then allow the hotel to not only engage but plan their activities and communications to further improve the guest experience.
With technology continuing to develop and more users turning to mobile internet access, global internet searches on mobile devices now account for over 50% of all internet searches, it will become essential for hotels to at least provide guests with easy access to information and reservations wherever they are, and eventually a more enriched in stay experience through their phone or tablet. It is this development that will help further enhance the guest experience as was discussed in this article.
To find out more about what we think and how we work with hotels to deliver enhanced guest engagement through technology get in touch.