In the age of smartphones and instant connectivity, hotel guest apps have become a staple in the modern hospitality landscape. They brought convenience to every check-in and ensured guests had all the information they needed right at their fingertips. But as sleek as these mobile applications are, hotel decision-makers and managers focus on efficiency moving forward: Will guest apps still be essential by 2025? Let’s break it down.
In recent years, hotel guest apps have become an integral part of the hospitality sector, enhancing the overall guest experience and streamlining operations. These mobile applications have significantly transformed the way hotels interact with their guests. From smooth check-ins to personalised concierge services, the hospitality mobile app has reshaped guest interactions, offering a more tailored and convenient experience.
The rise of these apps can be attributed to the increasing reliance on mobile technology and its integration into hotel operations. Today, a hotel mobile app serves multiple purposes, including guest bookings, restaurant reservations, room service, and even digital keys for room access. This growing dependence raises an intriguing question for the not-so-distant future – will hotels still need these apps in 2025 and beyond, as technology continues to evolve?
The current role of mobile apps in hospitality
The contemporary functionalities of hotel guest apps are vast and varied, making them common tools in the hospitality industry. These applications offer a range of services that enhance both guest satisfaction and operational efficiency:
- Check-in/Check-out: Guests can skip the queue and check in from their phone, experiencing a convenient start to their stay.
- Digital keys: No more losing plastic key cards. Guest can just walk up to the door and tap their phone to enter.
- Personalised guest services: From room preferences to dining reservations, mobile apps cater to individual tastes and needs.
- Concierge services: Whether it’s ordering room service or asking for extra towels, guests can communicate without picking up the phone.
These functions are vital for enhancing guest experiences, reducing operational hiccups, and keeping everything running smoothly.
Emerging technologies are already impacting the landscape of hotel guest apps and guest communications in general:
- AI-driven hotel chatbots: These virtual helpers can automatically answer common guest questions, assist with bookings, and provide personalised recommendations.
- Voice-activated room controls: Devices like Alexa and Google Assistant are gaining traction, enabling guests to control various aspects of their stay through simple voice commands.
- Super-apps or integrated platforms: The rise of comprehensive platforms could potentially integrate multiple functions into one, reducing the need for individual apps.
While these innovations offer exciting possibilities, they also present competition, prompting hotels to adapt and innovate.
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Room service & guest experience apps: Are they still relevant?
Room service is a classic hallmark of hotel luxury. Guest experience apps offer several benefits:
- Convenience: Guests can order meals or request services with minimal effort.
- Efficiency: Orders are processed quickly, improving response times.
- Personalisation: Apps can remember preferences and suggest suitable menu items.
These apps have traditionally played a crucial role in meeting guest needs and delivering personalised services. However, as technology advances, newer methods like instant messaging (for example, WhatsApp) and voice commands are emerging as viable alternatives, especially when conversational artificial intelligence and automation are involved.
The pandemic introduced us to new vocabulary – social distancing, PPE, and, of course, contactless everything. The demand for contactless, app-driven services skyrocketed as guests sought safe, hygienic interactions. Unsurprisingly, hotel mobile apps thrived during this period.
However, the question arises whether this trend will persist in the long term. Will guests eventually yearn for traditional human-centric interactions, or will the convenience of app-driven solutions continue to prevail? Or, perhaps, the preference for self-service possibilities will be strong in some aspects, while human interactions will be favoured in others?
Recent data indicates that guests who regularly use smart technology in their daily lives often exhibit a positive attitude, or even a preference, for interacting with it during their hotel stays. According to a study by Oracle, 67% of travellers are interested in staying at hotels that employ AI to provide personalised service. The study also found that 36% of hotel guests would choose a completely contactless, digital service, with hotel staff available only upon request.
What hotel guests really want to know?
While hotel guest apps offer numerous benefits, they are not without challenges. One of the primary concerns is app fatigue among users. With the proliferation of mobile apps for various services, users may experience saturation, leading to decreased engagement. Additionally, the fragmentation of apps across different services can be overwhelming for both guests and hotel staff.
Data privacy remains a significant concern as well. Hotels must prioritise securing guest information to build trust and ensure compliance with privacy regulations. In response to these challenges, the industry is witnessing a shift towards integrated communication platforms and AI-based solutions, which offer streamlined and secure interactions.
The future of hotel technology: Will AI replace guest apps?
The rise of AI in the hospitality industry presents intriguing possibilities for the future of hotel guest apps. Virtual concierges and AI-driven communication tools are reshaping how guests interact with hotels. These technologies offer personalised recommendations and efficient solutions, enhancing the guest experience.
The question of whether AI will completely replace hotel apps remains. Thanks to integrations between the systems, AI can complement existing apps by providing instant responses and improving operational efficiency.
Hotel staff fearing that AI will take over their jobs can be reassured that the human touch remains a valuable aspect of hospitality and AI solutions serve as a supportive tool rather than a replacement.
How to get hotel staff on board with AI?
In conclusion, the landscape of hotel guest apps is evolving, driven by technological advancements and changing guest preferences. The central question of whether hotels will still need these apps in 2025 is complex. While emerging technologies offer exciting alternatives, the convenience and personalisation of hotel guest apps are significant.
To stay relevant, hotels must strike a balance between innovation and tradition. Upgrading current apps to incorporate AI-powered features and integrating them with popular communication platforms can enhance the guest experience. Ultimately, the decision to invest in guest apps or explore new solutions should be guided by a commitment to delivering exceptional service and meeting the diverse needs of modern travellers.
