How to Dramatically Boost Mobile Application User Rates
By Ryan Day Founding Partner, The Portal Live, LLC | January 15, 2012
Today's mobile apps offer more benefits to hotels and their guests than ever before. Apps have evolved beyond simple listings of contact numbers and property features to provide truly dynamic user experiences. Once in the hands of guests the marketing potential is tremendous. Having a constant connection to guests poses endless possibilities. Apps provide the platform to adjust deficiencies in real-time, increase RevPAR, and satiate guests needs like never before. A mobile application can be the vehicle that ties all other marketing efforts together.
Once you have an app the next challenge is getting guests to use it. If you do not promote properly you will see that user adoption is lower than expected. Thankfully with a little effort hotel's can dramatically boost their user rates. There are several factors that will encourage guests to use an app. We'll explore the necessary components of an effective multifaceted application marketing plan. From introduction to follow-up the entire user experience must be considered.
Exposure Before Guests Arrive
Hotels should use every opportunity possible to inform guests of their mobile apps. Simply creating an app and putting it up in an app store is not enough. Hotels must be dedicated to promoting their apps to guests. It takes the coordinated efforts of all staff members from the front desk to social media manager. Management should play an active role in ensuring employees are informing guests of an app and it's benefits. Once procedures are put in place they are maintained relatively easily.
One of the first points of contact with guests is often on a hotels website. Here lies a perfect opportunity to introduce potential guests to your app and further differentiate your hotel from the competition. Offering your app on your websites landing page sends a clear message to potential guests: "We cater to the needs of the modern traveler." This also implies that the rest of your services and amenities are up to date.