Digital marketing is a fluid and ever-changing landscape, with businesses constantly having to adapt and evolve to keep up with their competition and not get left behind. The hospitality industry is no different, and mobile apps are a huge part of ongoing efforts to connect with customers in new and effective ways. Increasingly, mobile devices are the primary means by which users are accessing the internet, with sales of smartphones and tablets eclipsing those of personal computers. Within that trend, mobile apps are becoming an increasingly preferred means of interacting with companies and buying their products, largely because of a better user experience even though websites are increasingly being optimised to be compatible across different devices.
Hotel companies in particular lend themselves well to mobile apps, because of the extent to which customers tend to have brand loyalty in these areas. Frequent travellers in particular like to know what they’re getting when it comes to their hotel, and as such will often keep coming back when they find one they like. Brand specific hotel apps, rather than comparison apps, allow for a user experience which is much more personalised and specific to each customer’s needs. The Montcalm Luxury Hotel App, for example, allows customers to browse all the Montcalm Luxury Hotels and choose the property and room type best suited to their needs. They can then manage, edit or cancel their reservation right up until check-in time. The benefits don’t end when you check in, either, and the app can help customers save money on this and future stays, by sending them the latest offers and deals via push notifications.
Hotel companies also benefit from apps in the same general ways as everybody else does. One of the most obvious of these is visibility. A customer is only going to go on a company’s website, whether on a mobile or not, by deliberately searching for it or directly visiting that page. When they have a company’s app on their smartphone or tablet, however, they’re going to see it every time they use it, probably amounting to a significant number of times per day, even if they’re not actually opening it and are looking for other apps. They may not consciously notice it, but subconsciously it will keep your brand in the backs of their minds and make them even more likely to become repeat customers. There’s also a less underhand benefit, in that apps are so much easier to use than websites. Even when sites are slickly optimised so that they can be used seamlessly across various devices, apps are designed with user experience in mind and make it so easy to browse galleries and information and make bookings at the touch of a button. The ability to send customers push notifications through an app also means they bypass less direct means of communication such as email, making customers easy to reach and removing the danger of the dreaded over-sensitive spam filter. Apps can also take advantage of location services to notify customers of nearby attractions and amenities, and send them a notification when they’re near one of your properties.