Mobile apps are an indispensable tool for hotel marketers and an absolutely critical asset in the fight to secure more direct bookings and revenue per room.

The business case for investing in apps for hotel booking purposes is clear – industry predictions point to huge growth in app revenues, with some projections forecasting that “…apps will generate $188.9 billion U.S. dollars in revenues via app stores and in-app advertising by 2020.” (source). There’s also research from Yahoo, that suggests the majority of mobile screen time is now spent on apps rather than surfing the net.

So, while the rewards are plentiful, the path to success is also paved with pitfalls. Competition is fierce too – with an estimated 6.5 million apps to choose from, how do you ensure your hotel app is the one that consumers install and use?

Let’s take a look at the main reasons app marketing falls flat…

Almost every marketer has made this rookie mistake at one time or another, but it really is one of the cardinal sins which can make the difference between great marketing and a disappointing failure. Without solid research at the very outset of your app development and marketing process, you are preparing yourself for failure far more readily than success. Pay close attention to the competitive background surrounding the new app you are developing before completion so as to help inform both its development and its overall marketing strategy.

There are some big differences between the ways Windows, Android and iOS function and display information, so a great mobile hotel app needs to be tested on all three to ensure it is optimised for all purposes. Following developer guides applicable to each platform helps to ensure usability across a range of different platforms.


3. Forgetting Customer Retention

It’s important to remember that in order to keep users coming back to your app time and time again, you must be offering them something of real value. Many apps discover that around 90% of those who use it disappear within 6 months, so if you want to give your mobile app some real staying power, your marketing plan must have an awareness of who will glean the most true value from your offering, and market accordingly.

Whilst mobile apps often require information during the registration process as a way to optimise the experience for users, asking for too much up-front could turn potential hotel guests off. Consider how to tactfully gain the information you require when marketing apps for hotel booking.

If you’re proud of your mobile app, chances are you want your prospective hotel guests to use it – but there’s a vast difference between encouraging usage and forcing their hand. Instead of making app adoption mandatory in order to book, show your hotel guests how simple it is to use, and the real value the app will bring to the booking experience.