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tRaditional booking ,
rewards |
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AT MArrioTT International , the app is considered a “ suite of services .” The goal is to provide the right service to the right guest at the right moment – whether that ’ s before , during or after the stay . To meet this objective , Marriott launched Mobile Requests in 2015 to 700 of its full-service hotels around the world . As a result , mobile bookings surpassed US $ 1 billion on the app in 2015 , up more than 60 % year-over-year . “ Our guests book through the Marriott Mobile app because it gives them not only all their reservations and Marriott Rewards information , but also because it gives them exclusive access to services like mobile check-in , check-out , room-ready alerts and service requests during their stay ,” ays George Corbin , senior vice president of digital at Marriott . “ Better service means better stay satisfaction means better revenue .” Better service on the Marriott app includes an option to choose
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from a list of personalized amenities , including extra pillows or towels , and even to chat directly with on-property associates to resolve issues like maintenance requests . “ Guests who used the app for these services reported a materially higher satisfaction with the arrival experience than those who didn ’ t ,” Corbin says . “ Mobile app users report much higher intent to recommend Marriott , a leading indicator of preference , based upon their experience with mobile services .”
Corbin adds that app downloads surpassed Marriott ’ s original goal by over 50 % and usage of mobile check-in and check-out tripled yearover-year .
Wyndham Hotel Group is also investing in its booking and rewards app . Relaunched in 2015 with Kristofer Hivju of “ Game of Thrones ” as the Wyndham Wizard , the app ’ s goal was to achieve more user engagement . Today the app has about 100,000 to 200,000 users who use it for mobile
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“ Mobile App users reporT Much higher inTenT To recoMMend MArrioTT ,
A leAding indicATor of preference , bAsed upon Their experience wiTh Mobile services .”
— GeorGe Corbin , Marriott international
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bookings , tracking and cashing in rewards points , and finding nearby restaurants and attractions .
Ease-of-use and a consistent element of fun are the key differentiators , according to Noah Brodsky , senior vice president of worldwide loyalty and engagement at Wyndham . The wizard character is present throughout the app and guides users throughout the experience .
“ Not only do we need to be a strong player in the hotel app space , but the entire mobile app space as a whole ,” Brodsky says . “ This is not a one and done type of project ; it is always evolving . We are constantly releasing new versions that not only respond to user requests but also the changing app marketplace .” Indeed , Haley of The Prism Partnership says hotel operators need to recognize going in that an app is not a one-time investment . “ You need to plan on maintaining and enhancing it over time , so it is a recurring expense ,” he says .
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www . hotelsmag . com March 2016 HOTELS 23 |