From The Editor | September 2, 2014

Mobile App Proliferation In The Hotel Industry


By Erin Harris, Editor-In-Chief, Cell & Gene
Follow Me On Twitter @ErinHarris_1

Erin Harris HLO

From Marriott to InterContinental Hotels Group to Conrad Hotels & Resorts, the number of hotel chains implementing or improving their mobile app offering continues to grow. Indeed, The Ritz Carlton recently fine-tuned its customer-facing app to include poolside ordering, mobile room service, and aims to cover the entire customer experience from check-in to check-out. Conrad Hotels & Resorts recently updated its mobile app to include event planning functionality called Conrad Meetings. Many hotels are known and utilized for their conference, forum, and meeting accommodations, and Conrad Meetings enables event coordinators to connect with hotel staff about everything from room temperature to technology support.

In a time when mobile device use is standard, and in an industry where customers have countless choices, mobile apps are valuable. Forrester’s Ted Schadler explains that mobile is successful only when business and technology managers come together to work side by side and that using an agile process with relentless adjustment, measurement, and refinement is a proven business discipline to create great mobile moments. Focusing mobile apps on service and loyalty is a no-brainer, but there are plenty of ways to include outside-the-box features beyond expedited check-in and room customization. Conrad Hotels & Resorts’ Conrad Meetings functionality drives efficiency during events, which are typically high-stress endeavors for the group responsible for their success.

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