The Power of Instant Messaging
By Yaniv Holzer COO & Co-Founder, EasyWay | January 2022
Today's tech-savvy consumers have, literally, the world at their fingertips. The advancement of technology has put consumers a simple swipe away from whatever they could want: connecting with family and friends on the other side of the world; purchasing everything from groceries to a home; managing their finances; and planning and booking their travel experiences.
In 2021, mobile phones generated 54.25% of all web traffic, with consumers spending 24.5% more time on their phones than five years earlier. The majority of peoplesay that checking, sending, and answering text messages is the activity that they're most engaged with on their phones throughout the day. Smartphones dominate life. For businesses, mobile technology presents both opportunities and challenges in how you engage your customers.
For hotel brands to form a deep connection with guests, mobile communication needs to be an integral part of the guest journey. Communication which takes place on the right channel - that which is preferred by your guest - and that shares a clear and relevant message, will help hotels boost their revenue and reputation.
Applying a Mobile-First Methodology to Guest Communications
Mobile communication needs to become significantly more central to hotel operations. The majority of peoplesay that checking, sending, and answering text messages is the activity that they're most engaged with on their phones throughout the day. This represents an opportunity for hoteliers to bridge the disconnect they currently have with guests. Especially now that these communications can be automated and scaled through a number of platforms already available in the market.
Hotels won't be starting from scratch. Mobile use by guests during the research and booking stages of their trip planning is well-known. Hospitality digital touchpoints have already brought huge efficiencies (for hotels and guests alike), being a central point of information, managing bookings, and ordering food and beverage.
While apps have been considered an excellent resource for guests, the majority of apps on people's phones are rarely used. Therefore, the performance of in-app notifications is also overshadowed by the higher performing text messaging channel.