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Survey: Hotel mobile apps are lagging behind and failing to wow customers

Over two-thirds of consumers are using mobile devices for travel research/booking but they’re unimpressed by hotel apps or unaware of their existence

We surveyed the travelling public and found they’re overwhelmingly underwhelmed by the mobile apps currently provided by hotels. Further results show more than two-thirds of consumers are using their mobile phone to research, book and pay for services relating to travel. But an overwhelming majority of respondents – 81% – felt that hotel apps were behind the times or lacking functionality, or were simply unaware that they even existed.

The responses were gathered as part of a survey about the use of mobile technologies in the hotel sector. In the detailed survey, 155 travelers were asked for their perspectives about their use of mobile technologies and the mobile apps offered by the hotels that they stay at.

The survey did find definite demand for useful hotel apps. As well as making bookings, checking in and out and accessing general hotel information, respondents felt that other features such as pre-ordering at hotel bars and restaurants, ordering room service, or food and drinks in other areas of the hotel, such as at the poolside, would also be useful in a mobile app.

Commenting on the survey, Daniel Rodgers, Chief Executive Officer, QikServe, said:

“These responses were from a group that is happily using apps for flight boarding passes, researching timetables, booking restaurants and so on, so this is a lost opportunity for the hotel sector, particularly as much of the functionality demanded by travelers relates to revenue generation opportunities for hotels. And nearly half the respondents were keen on using apps to receive special offers and manage loyalty accounts, which would provide ongoing marketing opportunities for hotels.”

Rodgers continued: “Many hotels have made significant investments in developing mobile apps, so in some cases this lack of knowledge may be just down to poor promotion, but low adoption could also be because apps aren’t covering the range of functionality for them to become habit forming for guests, or aren’t integrated well.”

“The consequences of getting it wrong will be damaging to the hotel brand and result in lost customers – especially Millennials or Generation Z, many of whom expect a high level of mobile service from the brands they choose to use.”


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