Are hotels leaving money on the table (or tablet)?
Are you capitalising on mobile users? How to maximise revenue and enhance guest experience
In today’s digital age, hotels that fail to fully leverage mobile strategies may miss significant revenue opportunities.
With mobile bookings now constituting a major portion of hotel reservations, accounting for over half of all Booking.com room nights, smartphones’ convenience and accessibility have made them a preferred tool for travellers planning and managing their stays.
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Here are some key areas where hotels can capitalise on mobile users to maximise revenue and enhance guest experiences…
Mobile-friendly websites
A seamless, intuitive mobile experience is not just important; it’s crucial for converting mobile traffic into bookings. The first step is ensuring your website and booking engine are not just mobile-friendly but optimised for mobile use. This means having a responsive design that adapts to various screen sizes, quick loading times, easy navigation, and a secure booking process.
However, having a mobile-friendly website is not enough; the booking engine itself needs to be easily used on a mobile device. There’s no point in having a great website if, when users click to book, the experience is poor, leading to lost sales. An optimised mobile booking engine should be user-friendly, with minimal steps to complete a reservation, and should work seamlessly across different devices and operating systems.
Integrating social media with mobile strategy
Social media plays a pivotal role in how travellers discover and interact with hotels. By linking social media to a mobile strategy, hotels can engage users where they spend a significant amount of their online time. This includes creating mobile-optimised content, running social media campaigns that drive traffic to the mobile site, and enabling direct bookings through social media platforms. Engaging content and targeted ads can attract mobile users and convert social interactions into bookings.
Mobile-only fenced promotions
While focusing on overall mobile users, having some exclusive mobile-only fenced promotions can be a game-changer. These are promotions only available to guests using a mobile device, and they can create a sense of urgency and exclusivity, encouraging users to book directly through their mobile devices. Such promotions can be particularly effective in driving last-minute bookings, filling unsold inventory, optimising occupancy rates, and boosting revenue.
Mobile check-in
Implementing mobile check-in options streamlines the guest experience, reducing wait times and improving convenience. Guests appreciate the ability to manage their stay from their smartphones, checking in before arrival without the need to visit the front desk. This enhances guest satisfaction and frees up staff to focus on providing more personalised service.
Implementing two-way SMS
Two-way SMS allows hotels to communicate with their guests in real-time, directly. This can be used to confirm bookings, handle inquiries, or address any issues that may arise during the guest’s stay. The immediacy of SMS means that guests can receive quick responses to their questions, enhancing their overall experience. For instance, guests can request additional amenities or late check-out via SMS and receive confirmation promptly, improving their perception of the hotel’s customer service.
The potential revenue loss
Hotels that do not fully leverage mobile strategies are not just missing out on opportunities; they are potentially losing money. Embracing a comprehensive mobile strategy can lead to increased direct bookings, higher profit margins, and more personalised guest experiences, ultimately enhancing the hotel’s overall competitiveness in the digital age.
The shift towards mobile-first experiences is not just a trend but a necessity in the hospitality industry. Hotels that adapt and innovate their mobile strategies will capture more bookings and build stronger relationships with their guests, ensuring long-term success and growth.
By optimising mobile interactions across all touchpoints, hotels can unlock new revenue streams and deliver exceptional service in the digital era.
Article was originally published in Resort News – subscribe HERE
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Sam Steel is a dynamic entrepreneur and the co-founder of Resly. His passion for management rights and commitment to innovation are reshaping the way we approach online travel and property management. Sam’s extensive background with global online travel agents brings a unique perspective to the industry and provides valuable insights into the ever-evolving world of travel and technology