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What to look for when choosing a mobile app for your hotel

Analytics , Marketing /

10th January 2020

In a world where we’re exposed to hundreds of marketing messages per day, it’s the guest relationship that creates loyalty and generates revenue. A mobile app is pivotal to delivering a better guest experience by creating significant savings and increasing the number of high lifetime value guests…

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This article was originally published in The Caterer’s Tech Prospectus 2019.

In a world where we’re exposed to hundreds of marketing messages per day, it’s the guest relationship that creates loyalty and generates revenue.

A mobile app is pivotal to delivering a better guest experience by creating significant savings and increasing the number of high lifetime value guests… but where should you start? Stephen Barr, Managing Partner at Noetic Marketing Technologies, explains what you should look out for when choosing your hotel’s mobile app.

Check-in/Check-out

 A check-in/check-out system completed through a mobile device is a huge benefit for the guest, but it’s also great for the hotel. By introducing digital keys with intuitive room allocation via your mobile app, your guests can avoid queues at the front desk and you can reallocate staff to other areas. 

 

Booking Manager

A Booking Manager means that guests will have the ability to make and manage their bookings and invoices within the app. This is convenient for the guest, but it’s also great for the hotel as it means that these bookings are invisible to third parties, such as OTAs. 

 

Private Rates

Private rates are the secret strategy to success. Guest data, retrieved through the app, should be used to predict when each guest is likely to return. When a guest falls outside of the prediction window, it’s time to offer them a private rate to drive conversion. This is easily done through push notifications and email segments, removing friction for you while providing exceptional value to your guest. 

 

Premium Wi-Fi

Free Wi-Fi in hotels is par for the course, but a premium service that connects the moment you step into the hotel is a bonus for everyone. Guests want a fast connection, so by tying your Wi-Fi offer into the app bundle, you’re encouraging guests to download the app, giving you a direct connection to them.  

Additional services could include the ability to add food and drink to your room bill or make table reservations at the touch of a button. All of these small touchpoints create a profile of your guest and will help you to determine their behavior on their next visit. 

 

Valuable data

 While delivering excellent customer experiences should be at the forefront of your strategy, one of the main reasons to invest in an app is to gather data. The collection of data should be your no.1 business incentive because it provides the opportunity for operational savings and the chance to personalise your offering. The additional net value delivered from a bespoke guest relationship can be transformative for hotels of all sizes. At Noetic, we believe that acquisition and CRM should be driven from the same holistic view of your guests. If not, your hotel is wasting time, money and opportunities.

Your best guests are those who return regularly, delivering a higher lifetime value and lower cost-per-acquisition. An app can collect data and use it to transform the way you execute your direct targeting. The data intelligence platform behind it can predict whether the guest is likely to return, when that will happen and what kind of booking they will make. This information can be used to inform all CRM initiatives. 

 

In conclusion

Today’s guest expects a lot more than a sunny disposition at the front desk – they want a travel experience that’s quick, easy and simple, every single time. By creating an experience that makes your guests’ lives simpler – with everything they need in one tidy app – you’re converting that one-off booker into a high lifetime value guest.

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