The hotel app can be used as an excellent promotional tool before a guest even knows about the property, further extending the added value that a hotel app brings to the table. Facebook advertising is a great example of this. Facebook allows us to use very specific targeting criteria. In the case of a spa, we might target women within 25 miles of the spa who also like luxury brands and perhaps travel. We can then show them ads with the hotel app and encourage them to download it and explore the spa and its services. If they like what they see, then they can take the next step and schedule an appointment.
A hotel mobile app is not just about enhancing the experience while on property; it can also be used as a marketing tool during the guest’s research process. When guests are in the research phase of their planning their trip, they are likely to be using their mobile devices to research and book. In fact, eMarketer predicts that there will be over 41 million mobile travel bookers in 2015. Guests researching your hotel will be impressed with your app.
The company you keep says a lot about who you are, and we could say the same thing about the apps on your phone! It’s part of the reason why Google will allow advertisers to target people through their AdWords PPC platform based on the types of apps they have on their phone.