Big Brand Hotel Apps Lag Behind OTA Apps

Many big brand hotels offer mobile applications and so do Online Travel Agencies (OTAs). But a recent study from L2, a company that researches the digital marketing landscape, found that OTA apps offer more of what guests want than do the hotel’s apps. Push notifications is a great example; about 68% of users opt into receiving them, yet only 52% of big name hotels offer this feature in their apps. Perhaps the biggest difference is hotel maps with GPS, which is offered in 5 of the top 7 OTA apps, yet only offered by 29% of hotel brands.
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Mobile Apps Are More Important Than Mobile Sites

“There’s an app for that!” It’s a phrase that was coined by some rather famous Apple ads from a few light-years ago (in tech time), and now we know why. It turns out that people prefer mobile apps to mobile websites, including the travel space. A recent survey conducted by Ninth Decimal found that travelers overwhelmingly preferred mobile apps from travel companies to the mobile websites of those same travel companies.
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