Technology
Hoteliers are taking a balanced approach to mobile development at the moment , hedging their bets by investing heavily in both mobile web pages and branded mobile apps , working to leave no handheld stone unturned . The end game is to be sure that when someone picks up a mobile device to book and experience travel , the brand in question always has every channel covered , no matter how that guest has arrived .
There ’ s little question of the benefits and conveniences of branded apps , and most agree usage will only soar over time . But at least for now , hoteliers say a large portion of mobile bookings still come from the web , so a dual strategy makes good sense .
“ Apps versus mobile web often attract different types of customers looking to make a booking decision . It ’ s important to offer a strong , user-friendly booking platform on each ,” says Rich DiStefano , senior director of mobile and digital innovation at Hilton Worldwide . “ With mobile apps , you ’ re looking at two types of customers : the brand-loyal / those open to becoming brand-loyal ; and the digitally savvy . Those visiting via mobile web may not be as loyal , but you have the opportunity to turn them into brand advocates if the convenience of your mobile site matches their on-the-go lifestyle .”
Double-fisted bookings
DiStefano says that although guests can book through both mobile web and the Hilton HHonors app , the company treats mobile web primarily as a booking tool , while the HHonors app is more of a “ lifestyle ” tool . Hilton does offer incentives for booking directly through the app , including access to various features that may not be available on mobile web , such as the app ’ s Push Notifications , Digital Key and Local Scene features . DiStefano says that since its re-launch in 2014 , the HHonors app has received the highest average Apple Store customer rating of all hospitality apps and has been downloaded nearly 4 million times .
“ By turning the HHonors app into the ‘ remote control ’ to the stay experience — from booking through check-out — we ’ re offering an enriching experience , while still delivering a convenient platform for guests who prefer to engage with us on mobile web ,” DiStefano says .
Still , many see mobile apps as the place where things are headed , at least as far as the major players go . Starwood Hotels and Resorts Worldwide , for example , is taking a balanced approach similar to Hilton ’ s , while continually upgrading and expanding its own branded app .
“ Our focus on any device type is the same : delivering the most relevant content for any use case and facilitating a seamless and effective booking experience when that is their desired path ,” says Julie Atkinson , senior vice president of global digital for Starwood . “ That said , we are really excited about increased functionality and rich content we are able to build into the SPG ( Starwood Preferred Guest ) app . With features like SPG Keyless , local recommendations and directions , member favorite properties and StarPoints account information , we ’ ve made the SPG app a crucial application for on-the-go travelers .”
The other component of the equation — mobile web bookings — dictates an entirely different set of needs to be addressed . That begins with ensuring all websites are mo-
www . hotelsmag . com March 2016 HOTELS 51