MOBILE APPS VS WEBSITES – WHAT COMES OUT ON TOP

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When it comes to the hospitality industry, consumer engagement and brand awareness are key to success. Without installing both of these, it would be like putting a toilet in your restaurant or shop, but without a door or signs signifying its whereabouts. Your customers would not know where to find it and what’s more would not want to use it. This leads us onto the question of how best to implement these in the digital age. With technology moving so fast in the 21st century, it’s often difficult to navigate the best way for your company to put itself out there and gain a following.

This is where marketing teams come in when implementing the will of a hospitality company. They must make the decision of whether to go for a mobile optimised website or a hotel mobile app instead. When this is paired with the pressures of a marketing budget, digital marketers must assess themselves how important each is.

This comes down to two different key issues – technology and user behaviour.

The rapid change in technology, the rise of the smart phone and the mass use of the digital cloud means that there is always new innovations and adjustments which must be made to an app or a websites usability as well as how easy they are to sue. People usually click off of a website or an app page if the page takes more than 3 seconds to load so making sure that your site or app is efficient is key here, and that means being on top of the technology.

User Behaviour must be taken into account as well. The way that customers engage with technology is a key thing to get to grips with as a digital hotelier or marketer. If your customer base is more likely to download apps than use websites then your choice is simple, but if they prefer mobile optimised website browsing, then that’s another question.
So, what do people need to keep in mind when deciding what type of mobile service to go for?

Flexibility

Guests should always get what they want, and that means a diverse platform from which you can give them everything they’d possibly need. That means hotel room booking, room information, special discounts, contact details plus online content for them to browse. This is no mean feat, and apps can also include mobile keyless room entry, one of the innovative advances in mobile app technology. On top of this, staff satisfaction, efficiency and profits should be helped by these features.

Loyalty

Creating a following is key here. If your app or website has returnability, new features every week, a blog page and loyalty programmes which promote your customers to return again and again.

Engagement

Studies have recently shown that 68% of mobile users engage with brands via apps as opposed to mobile websites. This is great news for frontrunners in the app game such as the Montcalm Hotel App. With a reliable app, productivity can be increased to anywhere between 20% and 40%. This is because they are capable of analysing complicated data and running complex tasks faster than most websites can, which are slower to load and therefore become detrimental to work flow.