8 Must-Have Features for Your Hotel App

Today’s guests expect these top smartphone app features when choosing a hotel.

Roughly one-quarter (24 percent) of hotel guests surveyed said they used an app on their mobile phone to check into a hotel in the past 12 months, according to the most recent National Technology Readiness Survey (NTRS). And 39 percent who hadn’t checked into a hotel with their mobile phone said they’d be interested in doing so in the future.

But phone app features that guests use and desire don’t stop with just mobile check-in, according to NTRS survey findings of guest experiences over the past year:

Today’s guests are “mobile-first,” and hotels must find ways to provide five-star service optimized for any device, according to HotelTechReport: “The ability to book and edit reservations, order room service, learn about amenities and check-in remotely are all features that guests expect to manage through a hotel app.”

A phone app needs to offer a “holistic experience at the guest’s fingertips,” says HotelTechReport, which recommends these must-have phone app features for guests:

• Mobile check-in allows guests to skip waiting at the front desk, drives more revenue and provides a contactless experience, which guests value, especially in a post-pandemic world.
• Guest satisfaction drops by 50 percent if there’s a five-minute wait, according to survey results from Hotel Technology Trends: Mobile Key, a report from OpenKey, a mobile access software platform.
• Mobile room keys raise guest satisfaction by 7 percent, according to the OpenKey report. Plus, mobile keys can save hotels an average of $1,000 a month in discarded RFID keycards.
• Guest messaging through a hotel app, Facebook Messenger or short message service (SMS) allow guests to ask quick questions and make requests with hotel staff.
• Room service ordering lets guests order food and drink, track their orders and keep track of how long it took the order to arrive.
• Loyalty program integrations keep your guests engaged between stays.
• Local services and content about nearby and citywide points of interest help guests explore restaurants, businesses, sightseeing and other services during their stay.
• Requests and ticket management provide guest access to make concert and entertainment bookings through the hotel concierge, arrange transportation and make requests for more towels or other amenities with hotel staff.
• Room automation on a hotel phone app allows guests to control “smart” lighting, TV, thermostat and even opening and closing the drapes.

“Given the prevalence of smartphones among travelers and their interest in using them to further their experience in hotels, hospitality companies should continue to innovate using smartphones as the hub of the guest experience,” according to the NTRS report.

The ability to book and change reservations, order room service, find out about amenities and check-in remotely are all features that guests now expect to manage through a hotel app, says HotelTechReport:

“Guest mobile apps reduce barriers between guests and the right on-site teams to resolve any issues as they arise and ensure requests get answered quickly.”