Hotel mobile apps lagging behind; fail to wow customers
Over two-thirds of consumers using mobile devices for travel research/booking but unimpressed by hotel apps or unaware of their existence
Edinburgh, UK – June 15, 2016 – QikServe, the mobile order and payment specialist, today announced that consumers are overwhelmingly underwhelmed by the mobile apps currently provided by hotels.
A QikServe survey found that more than two-thirds of consumers are using their mobile phone to research, book and pay for services relating to travel. But an overwhelming majority of respondents – 81% – felt that hotel apps were behind the times or lacking functionality, or were simply unaware that they even existed.
The responses were gathered as part of a survey about the use of mobile technologies in the hotel sector. In the detailed survey, 155 travelers were asked for their perspectives about their use of mobile technologies and the mobile apps offered by the hotels that they stay at.
The survey did find definite demand for useful hotel apps. As well as making bookings, checking in and out and accessing general hotel information, respondents felt that other features such as pre-ordering at hotel bars and restaurants, ordering room service, or food and drinks in other areas of the hotel, such as at the poolside, would also be useful in a mobile app.
Commenting on the survey, Daniel Rodgers, Chief Executive Officer, QikServe, said:
“These responses were from a group that is happily using apps for flight boarding passes, researching timetables, booking restaurants and so on, so this is a lost opportunity for the hotel sector, particularly as much of the functionality demanded by travelers relates to revenue generation opportunities for hotels. And nearly half the respondents were keen on using apps to receive special offers and manage loyalty accounts, which would provide ongoing marketing opportunities for hotels.”
Rodgers continued: “Many hotels have made significant investments in developing mobile apps, so in some cases this lack of knowledge may be just down to poor promotion, but low adoption could also be because apps aren’t covering the range of functionality for them to become habit-forming for guests, or that they aren’t integrated well.”
“The consequences of getting it wrong will be damaging to the hotel brand and result in lost customers – especially Millennials or Generation Z, many of whom expect a high level of mobile service from the brands they choose to use.”
QikServe’s app allows customers to order and pay straight from their mobile phone. Founded by Daniel Rogers and Ronnie Forbes in 2011, QikServe has forged commercial relationships with Oracle Hospitality (formally MICROS) and PayPal and its proven technology has been adopted by leading hospitality operators across UK, Europe and the US. www.qikserve.com
Notes to editors
Other data points from the survey:
- 60% female; 40% male
- 25% under 30 years old; 55% 30-60; 20% over 60
- 57% regularly travel for work; 97% regularly travel for leisure
- 88% stay in hotels when they travel
Features that respondents thought would be useful on a hotel’s mobile app:
- Book stay
- Access hotel information (e.g. check-in times, directions)
- Pre-order food or drinks at restaurants/bars
- Order room service
- Book services (e.g. housekeeping services, tennis courts, spa, airport transfers etc)
- Receive special offers
- Real-time map navigation to hotel/throughout resort
- Manage loyalty account
- Digital room receipt
- Order food outside restaurants/bar for e.g. poolside delivery
- Purchase amenities outside hotel shops for pick-up/room delivery
Images and video available at: https://www.qikserve.com/index.php/press/
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