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BizReport : Mobile Marketing : September 07, 2016

Six in 10 corporate travelers have downloaded a hotel's app

Despite hotels investing in mobile initiatives such as keyless room entry, mobile check-in kiosks, business travelers in the U.S. are more interested in more functional services, according to new research by the GBTA Foundation.

by Helen Leggatt

Six in 10 business travelers surveyed by the Global Business Traveler Association Foundation said they have had an app on their mobile phone for at least one of the seven major hotel chains during the past 12 months, while just over half (54%) said they had at least two.

Checking reservation statuses (43%), managing loyalty points (43%) and booking hotel accommodation (40%) were what business travelers used the hotel apps for the most. Just 10% used the apps for room service, and even less to contact hotel employees.

Among those who did not use hotel mobile apps, more than a third said it was because they could find the same services online, or in person. Just over a quarter (28%) said they saw no benefit in downloading a hotel's mobile app and 21% said they do not stay at the same hotel enough to warrant downloading its app.

Despite hotels investing in initiatives such as mobile check-in, kiosks and keyless entry, business travelers expressed most interest in power and USB outlets (35%), streaming services (34%) and in-room chargers (32%). Just 27% said they were interested in mobile room entry and 22% in mobile check-in / check-out.

"Hotels have room to expand the capabilities of their mobile app as well as promote increased awareness of those capabilities as the interest is there," said Monica Sanchez, GBTA Foundation Director of Research. "In the future, hotels could invest in innovative new technologies, but should also continue to focus on improving existing amenities, especially Wi-Fi as that remains most important for business travelers."

Tags: apps, business travel, mobile, travel booking

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