5 reasons why you need hotel mobile website. (and not a vanity mobile app)

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Marketing and selling hotel rooms online is changing. Travellers are constantly looking for an edge, something that reflects digital innovation from hotel brands. Some years ago this meant having a website and a basic booking engine. However, satisfying your guests’ basic needs will no longer pave the way to success. Today, this means reaching for the device in your customer’s pocket!

This article depicts 5 reasons why you need hotel mobile website. (and not a vanity mobile app):

Mobile is quickly becoming the last minute reservation channel. Many hoteliers know that having a mobile-optimized website and booking engine leads to mobile purchases. According to Google, smartphones are now responsible for one third of last-minute searches. Hence, relying on desktop websites and booking engines is no longer an option, as consumers will not go through the trouble of planning and zooming on their phones. So, if you want last-minute reservations, you need a mobile website for your hotel.
People on the go expect mobile service: Whilst on the go, customers expect to find the information they want, in a glance and in a few clicks. This is key as it offers people a more convenient way to search for information and purchase. Including mobile is a way to extend the properties’ brand even further and increase visibility. It enables hotel managers to reach the highly mobile and always connected individuals. In fact, according to Google studies 67% of users stated that a mobile-friendly website will increase the likelihood of making a purchase.
People will not install your hotel app. While hotel guests may download apps from large consolidators like Booking.com, Expedia or TripAdvisor, they are prone to overlook apps of individual properties. For independent hotels, and even boutique hotel groups, mobile web is the way to go! Potential visitors want simple information as the contact, phone number or address, and they expect it at their fingertips, not via app downloads and installation. Even booking needs to be simple. A study by Yahoo shows that an overwhelming 73% of smartphone users prefer booking on mobile websites rather than via apps.
Your emails are now predominantly being read in mobile devices. Mobile devices are truly becoming the email reading device. According to the 2013 Digital Publishing Report, the main activity performed by 80% of smartphones users consists in writing, reading and exchanging emails. As such, emails and hotel newsletters must be mobile responsive. And the links to additional information, special offers or directions must work in a mobile device. Not doing so will frustrate your users and decrease guest satisfaction.
Your competitors are doing it. Are you? Surely, you do not want prospective clients to go elsewhere. While being first to cater to the mobile consumer can be of huge gain, this is not likely to be the case as the importance of mobile is no longer news to most hoteliers. Nonetheless, staying behind will certainly make you lose market share. Being available via mobile reflects a farsighted and future-oriented business that understands we have entered the mobile era.

In conclusion, we are facing a huge boom in mobile technology for hotels given that it represents an affordable measure that brings a massive return to hoteliers, as proved by numerous studies. An intuitive mobile site with an optimized booking engine is fundamental to get last-minute sales, although this is no longer the whole reason to invest in mobile devices. Nowadays, mobile presence is responsible for building strong brands and developing customer relationships. In fact, many tourists now request mobile solutions as a determinant effective driver of choice and loyalty. Nevertheless, it is not enough to be present in mobile devices. Hoteliers have to ensure a user-friendly mobile experience as a crucial mean to achieve success.