FACT: The Mobile Guest Journey Matters | By Magnus Friberg

With this in mind, it’s more important than ever before for hotels to ensure each guest can interact with their property using their mobile device. After all, mobile devices now control much of the primary, preferred communication pathways to current and prospective guests. In order to capitalize on this demand, hoteliers must consider the entire mobile guest journey — which means a hotel’s mobile experience needs to extend beyond check-in, check-out, and mobile keys.

    Mobile Apps Tap Into the Pre-Travel/Pre-Arrival Segment

    The modern traveler is highly active on mobile, in shorter bursts (less time spent on site), which means they are looking to make informed decisions faster than ever before. In the past year, conversion rates have grown 88% on mobile travel sites. Hotels have an opportunity to capitalize on this demand. By leveraging an advanced mobile app, hotels can stay connected with past guests, inviting them to book their next stay even before they leave the property. Incentives and promotions based on guest data and preferences drive not only loyalty and satisfaction but also revenue opportunities. With this segment of the mobile journey, hotels can target and appeal to prospective guests and incite excitement for an upcoming trip with curated pre-arrival messages and offers.

    More Touchpoints = More Opportunity to Connect With Your Guest

    The modern guest expects a fully integrated, connected experience, with the primary touchpoints of their stay available at the touch of a finger through their mobile device or tablet. In fact, reports show that travelers consider their smartphones to be the single most indispensable item they carry with them when they travel, ahead of their toothbrush, deodorant, and driver’s license. A hotel’s subsequent mobile guest journey should be revenue-generating, entirely seamless and user-friendly, offering mobile reservations, pre-arrival messages, concierge access, mobile keys, check-in/out, upgrade prompts, specialized offers and more.

    With the inclusion of these features and mobile chat, self-service kiosks and mobile payments, hotels not only tap into their guests’ demand for a connected travel experience but also empower frontline staff to deliver better guest service. As guests have the power to choose a low or high touch experience, hotel employees have the power to dedicate attention to guests who crave that high-touch connection. After all, smarter service means better service; when guests can access all services from their mobile, staff is freed up to engage with guests in a more personalized way. And reduced front desk lines? That’s a win for both hotels and guests, every time.

    Better Allocate Your Marketing Dollars

    The increase in mobile engagement translates to a rise in potential connections with guests. Hoteliers can leverage these segments of the mobile guest journey to gather actionable insights, curate specialized marketing campaigns and communications, forge a personalized relationship, and monitor guest feedback. In an industry defined by relationships and experience, the ability to connect with guest in a unique manner is what separates a one-time guest from a long-term, satisfied customer.

    To neglect the mobile journey is no different than rolling out a marketing campaign with a blindfold on. Leveraging guest data throughout the guest stay ensures hotel marketing dollars are being well spent. With a mobile-forward solution driving the operational model, hotels can create revenue- generating, personalized offers that are customizable to fit various guest segments.

    The mobile experience is imperative in the eyes of the modern guest, which means an integrated, mobile-optimized solution should be at the forefront of every hotel’s strategy. With the inclusion of mobile technology, hotels can receive a sought-after, modern facelift across the pre-arrival, on-property and post-stay journey that matter most. Let Zaplox provide your guests with the best possible convenience during their stay, no matter the size of your hotel or hotel chain.

    Pernilla Brodd
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    About Zaplox: A leading provider of advanced mobile key services to the global hotel market.

    Zaplox operates globally, offering the hospitality industry a turnkey platform, including a mobile key app or SDK (Software Development Kit) for managing the guest experience, based on a secure and efficient mobile key system. With mobile technology, Zaplox offers hotels and their guests more value by a better way of checking in and out, and by distribution of mobile keys directly to the guests’ smartphones. The system saves time and costs, and gives the hotel a direct communication channel with the guest, thereby offering possibilities for generating additional revenue. The Zaplox solution works on all major smartphone platforms, supports all major hotel door locks and hotel systems, and can replace or coexist with all current keycard technologies. Zaplox was founded in 2010 at IDEON Science Park in Lund, Sweden. The solution has been installed and in commercial use since 2011, with more than 2,0 million guest nights. With operations in Europe and North America, Zaplox offers flexible, customer-oriented support.

    Zaplox is listed on Nasdaq Stockholm First North. Sedermera Fondkommission is the Certified Adviser.

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