To prevent guests from deleting the app off of their smartphone at the end of their stay, the app can have multiple features that will be useful to the guest once they return home. The app can contain chef bios, recipes, and information about local produce or specialties. If a guest particularly enjoyed a specific cocktail or signature dish when they were at the hotel, the guest can re-create it at home using the recipe within the app. By using push segmentation, on a monthly basis the app could notify users about the local specialties of that month complete with videos from the chefs, detailed recipes, and photos.
These ‘extras’ provide the guests with a use for the app even after they have left the property. While the app is on their smartphone, they see the icon multiple times a day, even when simply scrolling past it to find another app. The icon on a guest’s phone screen becomes a constant reminder of your hotel and when they go to book their next travel, they may choose your property and book through the app! Features that add value to the app even after the guest has departed allow for more impressions and can lead to more bookings.
Lastly, mobile apps have a social aspect where users can share their experiences with their social networks directly from the app. A guest enjoying a gourmet dinner in your restaurant can post a photo to their Facebook page or even post a fantastic review on Yelp. A member of that guest’s network may see the photo and decide to download your app to book their next travel.
A mobile hotel application provides a great deal of value to both the hotel and guests. Apps provide a simple new outlet through which the hotel can interact with the guests at the guests’ convenience. The guest now can book their own dinner reservations without picking up the phone, order room service from anywhere, and even explore a new food and beverage outlet on the property. The application is a source of information to the guest and allows them to act when it is convenient for them.
The application’s technical capabilities allow the hotel to effectively segment their guests and only notify those who will be attracted to a particular message. Using push segmentation and geo-fencing, the hotel is easily able to target a specific guest. Because guests are more likely to respond to personalized messages, these features make a mobile hotel app an invaluable marketing tool when upselling food and beverages to guests. Guests respond to messages that are tailored to their needs and preferences so personalized messages are key to successfully upselling to guests. Mobile apps provide an easy and convenient marketing channel to send these messages out and therefore are an invaluable marketing tool.