The Benefits and Features of a Branded Hotel Reservation App

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Originally published at onix-systems.com.

There are already 5.11 billion mobile users in the world, and the number is growing. Simultaneously, people are becoming more and more comfortable searching for hotels or vacation rentals and flight booking via smartphones. Moreover, they are looking for mobile technologies to enhance their travel experiences. Over 60% of people use their smartphones throughout a journey, leveraging 7–8 different applications. More than half of American leisure travelers would use an app for adding extras to their bookings on the go. 42% would like to pay using Apple/Android Pay within travel apps.

Hotel aggregators, online travel agencies, and hotel websites are great, but hoteliers need to capture omnichannel shoppers that jump between desktop, mobile browsers, and apps. Since over 70% of same-day hotel bookings are made on mobile devices, an optimized mobile experience is key to capturing late bookers. 74% of travelers would use a branded mobile app if their favorite hotel had one.

Major hotel chains have their own products already. Apps like Hilton Honors, Marriott Bonvoy, or World of Hyatt let customers book thousands of hotels and resorts worldwide at the lowest rates, without any booking fees, and save even more on special offers. However, hotel booking is not their sole purpose. The integration of a mobile app makes on-premises hotel services more accessible and personalized and supports the entire seamless guest journey.

This article explains how to create a mobile app for hotels, motels, or other hospitality businesses. If you wonder whether it’s worthwhile, here are some reasons to start with.

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15 Benefits of a Brand Hotel Booking App for Business Owners

Booking technology and hotel apps influence the decisions of 70% of travelers. The results of building a hotel reservation app for a business may include the following:

  • Mobile solutions help engage users and drive two-way communication. A branded mobile app can be a powerful marketing tool which helps you to reach out to your audience and win them over. It will create a close marketing group of highly engaged customers. In-app messages, chatbots, push notifications, and emails will be encouraging room upgrades, restaurant or spa bookings, or other services. The digital extension of your concierge team will conduct conversations with hundreds of in-house and prospective guests.

65% of hotel guests are reportedly more likely to pay higher rates and return to hotels that offer access to the technology they value. The current technology demands include having a hotel mobile application with a variety of features.

The Components of Your Very Own Hotel Reservation App

The steps for creating a hotel app can be outlined as follows:

  1. Market research, user research, analysis of the best hotel booking apps in your niche, and identification of the future app’s primary concept.

The product development is thus pretty similar to any travel booking app development. Сharacteristics arise from each hospitality business’ needs. The features can be divided into two groups:

  1. proper hotel reservation app;

Functionalities in the first group, following a typical user journey on most hotel booking sites and mobile apps, should or may include:

Login / registration

Users can register via Facebook account, phone number, or email. To keep the customers’ accounts secure, put appropriate identification, authentication, and authorization measures in place. For example, sign-in with Touch ID and Face ID is also faster and more convenient.

Search

The application should facilitate a quick and easy hotel reservation process anytime and anywhere. The search parameters may include destination (city or address, landmark, airport, or hotel name), check-in and check-out dates, number of people (adults and children), and the number of rooms or hotel room type. The filters may include hotel prices, brand, member-only hotels, pet-friendly hotels, ratings, etc. If applicable, users might also look for banquet and conference halls, spas, golf links, and other facilities.

If your chain includes motels and hostels, or offers last-minute hotel booking and “microstays,” let travelers tap “Find hotel nearby” and use geolocation. Late planners or travelers whose plans were disrupted will like the ability to book a hotel room promptly on the go.

Even faster voice search may be a specialty of your branded app. Busy and tired travelers will appreciate it when, instead of typing, they just say “I want a room at the X hotel tonight,” and the app will instantly show available options.

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Search results

The app should present a list of available hotels and show them on the map as well. Users may wish to sort them by distance, hotel price, or review scores. Ideally, the app should produce personalized lists based on the user’s location and previous bookings. For example, if they tend to choose pet-friendly hotels, the app can put the matching options and hotels they once stayed at higher in the search results.

The items should have descriptions, photos, amenities details, contact information, reviews, ratings, and available hotel rooms along with prices, offers, deals, and discounts. Excellent pictures of the hotel rooms, halls, restaurants, pools, and wellness and spa facilities will entice the users and speed up the decision-making.

Details

Before making a choice, travelers need a close-up of the hotel room. The app should offer an overview, photo gallery, social media buttons, suggestions, etc. For example, Hilton Honors allows users to pick a room themselves, with street maps helping to find the perfect view. Geolocation should enable directions to the reserved hotel. Immersive videos and virtual tours with 360-degree photos would showcase hotel suites, halls, and other areas dynamically. It’s also smart to present your restaurant menu and offer a table, spa treatments, additional hotel services, and possibly things to do nearby at the time of hotel room booking.

Events features

If you offer event venues, try to simplify event planning for your customers. For example, you may help to arrange lodgings for multiple attendees and provide “event rate” agreements. Your own hotel aggregator would gather data from hotels around the event venue and show the available rooms with rates to all attendees. Then, the app would manage the reservation process so that all can take advantage of the event rate.

Booking and in-app payments

Ideally, the booking process should take a few swipes and clicks. Users should be able to pay safely using a preferred method: debit or credit cards, PayPal, Braintree, Stripe, Apple Pay, Apple Wallet, or another payment option. With the payment data entered once and stored in the app, Touch ID would make future bookings quick and secure. Customers should also be able to easily apply their points, discounts, bonuses, and promo codes. Once they have paid for the accommodation, they should receive an online receipt which can be shown at the hotel reception. Don’t forget about an opt-out allowing customers to pay at check-in.

Reservation modification and cancellation

Empower users to modify reservations. Travelers will also appreciate free cancellation until the last 24 hours.

Push notifications

Travelers, especially when using last-minute booking services, expect an immediate response from the booking app. It should provide a real-time notification system for hotels and travelers. Besides booking confirmations, the app may send alerts informing/reminding users about check-in and check-out times, changes in rates, disruptions, etc. During the stay, it may remind about scheduled activities and upcoming events and promote special offers, packages, and deals at the hotel’s restaurant or spa.

In-app messaging

Customers may need to contact the hotel directly and send files, e.g., in case of any query or exclusive hotel deals, or if they want food, drinks, or anything else in their room before arrival, or before checking out. Human-to-human messaging will enable users to request items and services, ask questions, and solve any problems quickly. Artificial Intelligence-powered hotel concierge within the app may provide 24/7 customer service and offer valuable suggestions, personalized tips, and instructions.

User account

The app should store various customer information, like personal info, credit cards, preferred language and currency, and more. For example, hotel chains and other hospitality companies can partner with international corporations, employee benefits companies that provide travel discounts as part of employment benefits packages, or professional associations that offer benefits in exchange for membership dues. This information should be in the system.

Customers can see how many points and benefits they earned, figure out how to redeem them, and track their progress towards tiers and rewards. They can view their booking history, favorite hotels saved for future quick booking, and wishlist, view and download hotel folios, and receive bonuses, discounts, and personalized offers based on this data.

Big hotel chains’ apps support at least seven languages: English, Spanish, French, German, Simplified Chinese, Japanese, and Korean.

It makes sense to emulate the leaders, but it’s always wise to consider the unique needs and preferences of your target audience. Only in-depth user research will help you figure out the necessary app features and how they should work.

Specialty features of a branded hotel app can give guests at their fingertips anything they need before, during, and possibly after their stay.

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Consider the following opportunities:

  • 70% of hotel guests want to use their phones to speed up check-in. Mobile apps like World of Hyatt allow customers to check in and out ahead of time from anywhere literally on the go and notify the hotel of their arrival time. After a long flight or car ride, travelers don’t have to wait in a long line at a kiosk to pick up the hotel room key and remember it afterward.

Nice-to-have features increase pre- and post-stay customer satisfaction. Not all of them should be implemented in the MVP. If you offer too many capabilities simultaneously, you may jeopardize the simplicity and precision which users value most about mobile applications.

The Bottom Line

The proliferation of mobile devices offers hospitality businesses unique opportunities to reach out to and serve customers throughout their journey. By adopting a multi-channel approach, they can engage travelers easier with enhanced features on mobile apps and provide a convenient guest experience before and after the stay.

A seamless mobile booking experience can help to influence purchase decisions and drive more conversions. During the stay, the mobile app will help to personalize the guest experience by taking in special requests and connecting with restaurants and local activities and services. A useful and effective hotel reservation app can help to boost your business, foster customer loyalty, and help you stay competitive locally and globally.

The cost of a hotel mobile app development depends on the scope and complexity and whether you’re building it from scratch or on top of an existing back-end. In the latter case, the budget will be 15–30% lower. The development team’s location matters as well. If you outsource the project to South Asia, South America, or Eastern Europe, the cost will likely be $50K-$100K for a single platform.

Travel suppliers are losing the battle for mobile users against online travel agencies partly because historically they have been less focused on technology. With the right technological approach and app features in place, hoteliers can hope for a bigger slice of the mobile booking pie. Onix-Systems has extensive experience building web and mobile applications, including travel and hotel booking solutions. Let’s build the best hotel booking app for your company together!

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Onix-Systems provides IT services in website, mobile app and emerging technologies software development. Check our blog -> https://onix-systems.com/blog

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