This year, according to technology research firm Gartner, mobile phone sales are expected to reach 1.95 billion, 70 percent of which will consist of smartphones. Hoteliers should pay attention to this trend, as more guests are using their smartphones to research trips and plan vacations. Hoteliers who want to stay competitive, both now and in the future, should adopt these three mobile milestones—or risk falling behind.
Mobile payments
One of the most prevalent innovations of the last few years has been mobile payments. The restaurant industry has been particularly quick to implement this technology. As the use of mobile payments skyrocket, hoteliers should consider incorporating this mobile payments into their roadmaps.
The most common way people use mobile payments is through “mobile wallet” apps. These apps allows users to enter their credit or debit card information and then make purchases from businesses. The more popular mobile payment systems include Google Wallet, SoftCard, and Apple Pay.
Why should hoteliers incorporate mobile payments? Last year, Atmosphere Research Group found that 1 in 5 people who travel for leisure own smartphones and have a mobile wallet system on their phone. The study also revealed that 1 in 3 business travelers have a mobile payment options installed on their phones.
Native mobile apps
In today’s technology landscape, a hotel without a native mobile app is taking a huge risk. One of the biggest reasons smartphones have become so widely adopted is because of the convenience apps offer. By creating a mobile app that’s easy to use and allows users to quickly inform hotel staff of their needs, hoteliers can capitalize on their guest’s desire for convenience.
Many hotels refer to their apps as virtual concierges, and often, they are viewed as an extension of the services. These apps can include information about a hotel’s amenities, dining menu, local attractions, and restaurants—in addition to booking details.
One example of a successful mobile app is Virgin Hotel’s app “Lucy.” The app allows guests to adjust room temperatures, stream personal content to their room’s TV, turn their smartphone into a TV remote, request services, and more.
Virgin Hotels relied on research from BuzzCity to justify the need for its app. BuzzCity found that about 1 in 4 travelers use mobile devices to book, and that 30 percent of business and leisure travelers rely on their mobile devices to make last-minute bookings. The mobile advertising network also found that 24 percent of travelers rely on their phones to learn about tourist information, restaurants, and attractions.
Responsive web design
Responsive design is crucial to the mobile browser viewing experience. This approach to web design ensures users have an optimal viewing experience across all major devices, including desktops, tablets, and mobile phones. With responsive design, a website will identify what type of device a viewer is using, and adjust accordingly. This can make the website easier to read and navigate.
Websites that incorporate responsive design typically perform better compared to non-responsive sites. In fact, Google reported that 61 percent of mobile users leave a website if it’s difficult to navigate. Responsive web design is no longer something that is simply nice to have, but an absolute necessity.
These three milestones are only a handful of the mobile trends shaping the future of the hospitality industry. If you’re still debating whether to adopt this tech this year, consider this: it’s never a bad thing to get a leg up on your competition.
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