In recent years, the hospitality industry has witnessed a notable shift with major hotel brands like IHG, Hilton, Marriott, and Wyndham increasingly investing in the development of mobile applications to enhance guest experience and loyalty. These apps have significantly evolved from their initial purpose, transforming into essential tools that facilitate a wide range of services beyond just booking, including in-stay and post-stay engagements.
Evolution of Mobile Apps
Initially, hotel mobile apps were essentially condensed versions of websites, designed to fit smaller screens and provide basic functionalities. Over time, these apps have integrated more sophisticated features such as booking engines, touchless check-ins, mobile keys, guest messaging, food ordering, Wi-Fi access, folio settlements, guest reviews, and loyalty program management. This evolution reflects a broader trend towards digital-first strategies within the hotel industry.
Focus on Personalization
A growing trend in the hotel industry is the emphasis on personalizing guest experiences, which is increasingly being reflected in mobile app functionalities. For instance, the IHG One Rewards app allows users to select rooms based on specific attributes such as view, floor, and amount of space, catering to individual preferences. This focus on personalization aims to provide a more tailored and engaging experience for guests, encouraging repeat visits and loyalty.
Enhancing Guest Experience
Hotel brands are leveraging their mobile apps to alleviate travel-related stress and enhance convenience for guests. Hilton’s app, for example, offers features such as digital check-in, digital keys, and the ability to share keys among group members. Marriott’s app has grown significantly and now includes features like road trip planning and activity-based hotel searches, meeting diverse guest needs. Similarly, Wyndham’s app facilitates an all-in-one service platform, encompassing bookings, check-ins, check-outs, tipping, and loyalty program connections, making it a comprehensive tool for guest interactions.
Adoption and Usage Statistics
The increasing adoption and use of these mobile apps underscore their growing importance. Hilton has reported higher app usage among guests, with features like digital keys gaining popularity. Marriott observed an 80% year-over-year growth in mobile check-ins and a 30% increase in mobile key usage in 2022, with further growth in 2023. IHG has seen a rise in app downloads and digital bookings, noting that mobile channels are now their fastest-growing booking source. Wyndham has heavily invested in technology, highlighting the central role of their app in guest interactions and loyalty engagement.
Integration of Generative AI
While still emerging in hospitality apps, generative AI is being explored by brands like Wyndham and Marriott to enhance customer service and improve functionalities. The goals include using AI for natural language searches and responding to customer inquiries, enabling staff to focus on more complex tasks. Marriott also considers AI for event-based search features and weather-dependent travel options, aiming to use advanced technology to further streamline and personalize guest experiences.
Overarching Trends and Consensus
Hotels are strategically positioning their mobile apps as central hubs for guest engagement through continuous innovation. The application of AI and machine learning is expected to drive further personalization and operational efficiency. There is a broad consensus on the importance of reducing friction during the guest journey, from booking to checkout, with many apps offering contactless services and enhanced user experience features. Extensive adoption and use of these apps suggest a growing guest reliance on mobile functionalities for travel management.
Conclusion
In recent years, the hospitality industry has experienced a significant shift as major hotel brands like IHG, Hilton, Marriott, and Wyndham have increasingly focused on developing mobile applications to enhance guest experiences and bolster loyalty. Initially, these apps were primarily designed for booking rooms. However, they have since evolved into indispensable tools that offer a multitude of services, extending beyond mere reservations.Today’s hotel apps facilitate various in-stay services such as mobile check-ins, digital room keys, room service orders, and local activity guides. Guests can easily communicate with hotel staff, request amenities, and even control room conditions like lighting and temperature through these apps.Moreover, these applications serve as robust platforms for post-stay engagement, offering guests the ability to provide feedback, join loyalty programs, and receive tailored promotions and updates. In essence, mobile apps have become an integral part of the hospitality experience, revolutionizing how guests interact with hotels from the moment they consider a booking to long after their stay has ended.
