Is This The End Of The Hotel App?

Is it too late for the hotel app to catch on among travelers or is there still hope for hospitality to use mobile for innovation?

There’s an app for that! The phrase became popular after Apple introduced the App Store in 2008 (the same year Intelity went to market), signaling the start of the golden age of apps. Years later, hotel apps have finally become a major focus for investment among the hospitality industry. But has the hospitality industry waited too long to embrace the mobile hotel app?

There has been recent speculation about the role that apps will play in the future.

There are more mobile devices than humans on the planet.

App downloads have steadily decreased in recent years. Nearly half of smartphone users reportedly don’t download any new apps at all.

But mobile technology itself is more popular than ever. There are more mobile devices than humans on the planet, and the number of devices is growing more quickly than our population. Not to mention, the average smartphone user checks their phone incessantly throughout the day – an average of 85 times per day in fact.

hotel app being used to pay the bill

In reality, apps are NOT dead. Mobile users are still spending a lot of time within apps, and not only on their smartphones. Apps are also popular on many other devices, even TVs.

What has died is an easy opportunity for app developers or brands looking for a mobile connection with consumers. With about 4 million different apps available, mobile users are selective with the limited real estate in memory on their devices. Most use an average of only 26 apps total. In fact, 70 percent of all app usage is spread among only the top 200 apps.

“You’ll still interface with wearables/robotics and features using apps.”

Current interest has shifted to chatbots as a means to open two-way communication between brands in industries like hospitality and customers, enhancing the significance of hotel apps.

One industry commentator observes, “Apps become ever more important in a smartphone-centric wearables/robotics/voice-controlled/artificial intelligence-dominated world. You’ll still interface with those wearables/robotics and features using apps.”

Smart devices being used by a guest

When Microsoft CEO Satya Nadella announced the incorporation of bots into popular video and text messaging app Skype, he said, “Intelligence is infused into all of your apps.”

Hotel apps must have an obvious value. They must be worth the time it takes to download and engage with them. They should provide a fluid, thoughtful experience that serves the best interests of the end-user by providing them with convenience, benefits, and a voice that is heard by the brand they want to interact with.

A hotel app has great potential to aid in cultivating satisfied, loyal guests if hospitality can figure out how to embrace innovation and prove to guests that this category of apps is designed with their best interest at heart. Features such as direct messaging, mobile check-in, and mobile hotel room key are a step in this direction, but it’s up to hoteliers to become more forward thinking in taking advantage of the opportunity that mobile presents to create a much-needed refreshment in the guest experience.