Developing and launching a robust mobile app is a challenge for any organization, especially for larger hotel brands. With vast internal organizations and layered silos, larger hotels cannot simply create, design and launch a mobile app at the drop of a hat.
As such, due to the extended development phases of app development, much of the core strategy gets lost in translation. For example, the majority of today’s hotel apps are more about the hotel, than the actual guests themselves.
Of course, you are probably saying to yourself “shouldn’t it always be about the hotel and its amenities?” The answer is “no.”
Today’s guest is very savvy and knows when they are being given an up-sell. Of course, there is nothing wrong with driving additional revenue by promoting amenities; it just needs to be done differently.
Hoteliers should consider developing mobile apps that actually predict what a guest wants and proactively offer it. By doing this, it will be much easier to achieve more significant profit margins through amenities sales.
This can be achieved through Predictive Guest Marketing (PGM), which looks not only at the persona, behaviors and experience ratings of the guest, but also takes into consideration the same data points gathered from guests with similar personas. It can also create an intelligent query for the guest’s persona that can be triggered on-demand through mobile apps.
For example, if you are a beachside hotelier and you offer morning yoga classes by the ocean, it would be ideal to extend offers directly to yoga enthusiasts who have either booked or just checked-in to the hotel.
This strategy will help hoteliers anticipate and predict their needs from check-in and beyond – all done through a mobile platform. The first hotelier to achieve this will truly benefit, and the best part is that guests won’t feel like they are getting a random sales pitch.