Time for Hotels to Move Beyond the App
Why Mobile Strategy is More Important Than Ever, But Demands New Direction
By Drew Patterson Co-Founder & CEO, CheckMate | November 22, 2015
Mobile technology has rightly been lauded as a transformative tool for hotel service delivery. The ability to interact with guests throughout a stay enables hotels to be far more personalized in their service, to respond more quickly in service recovery situations, and to drive incremental revenue.
Unfortunately, mobile technology has been conflated with development of hotel-branded native apps. The mechanics of app downloads and consumer engagement were overlooked as hotels rushed to develop their own native app.
As a result, mobile technology's promise to transform hotel service delivery has not materialized. Investment in mobile apps have failed to deliver on promised ROI for hoteliers. For most guests, communication with a hotel has not evolved since the launch of the iPhone.
Fortunately, non-app mobile strategies - such as SMS and email - offer greater guest usage at lower cost, allowing hotels to transform their service and operations. For hotels eager to develop a better understanding of their customer and deliver more personalized service, this is a perfect time to revisit their mobile strategy and explore guest communication.
Why Does Mobile Communication Matter?
Before talking about the specific challenges of apps, let's talk about why mobile communication is so critically important.