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Study: Mobile app linked to guest satisfaction

A study by J.D. Power is making the connection between a hotel’s mobile app and functionality and higher guest satisfaction.

According to the marketing information company’s study, “2017 North America Hotel Guest Satisfaction Index Study,” incorporating mobile apps and functionality into a hotel stay is associated with higher guest satisfaction, and integrating the technology makes guests more willing to share positive experiences on social media.

However, booking a room via an OTA using mobile technology can lead to lower guest satisfaction, the study said; disadvantages include needing to deal with a third party if problems arise with a reservation.

“As mobile usage becomes increasingly ubiquitous for guests, the challenge for hotels becomes twofold: First, they must persuade guests to book directly with them, and second, they must encourage easy utilization of this technology,” said Rick Garlick, practice lead, travel and hospitality at J.D. Power. “By forging direct relationships, hotels can become guardians of the guest experience, but at the center of these relationships is an establishment’s mobile strategy.”

The study measures overall guest satisfaction across eight hotel segments from luxury to economy and including extended-stay; and seven factors including reservation, check-in/check-out, room, services and fees. Some findings:

Direct booking: When guests book through an independent travel website or mobile app (e.g., Expedia, Travelocity) instead of directly with the hotel, they are more likely to experience a problem and to be less satisfied with their stay.

Membership matters: Hotel rewards members are far more likely to book directly with a hotel or on a loyalty member site than those who are not members (75% vs. 47%, respectively), and their satisfaction is higher. The number of those who book through OTAs is increasing (19% in 2017 vs. 16% in 2013), despite the concerns some guests have ranging from earning hotel rewards to strict cancellation policies.

Mobile mania: In 2014, 14% of online reservations were made using mobile means (smartphone or tablet), and now that percentage is 25%. Those utilizing mobile reservations are more likely to be younger or business travelers.

Not so mobile mania: Among guests who have a hotel’s app on their mobile device, 38% don’t use it during their stay. Only a tiny percentage of check-ins (4%) and check-outs (1%) occurs through mobile apps, but when it is used, it is associated with higher guest satisfaction.

Get ’em to try the app: Guests who download and use a hotel’s mobile app are more satisfied and have greater loyalty to that brand. While only 19% of all guests have downloaded a hotel app, 70% of rewards members have done so.

Social media surprise: Despite the perception that people posting to social media only do so to complain, guests describing their experience via these channels appear to be more satisfied overall. At the same time, those who do experience a problem are extremely likely to post to social media (86%).

The following hotel brands rank highest in guest satisfaction in their respective segments:

Luxury: JW Marriott and The Ritz-Carlton (tie)

Upper Upscale: Hyatt

Upscale: Hilton Garden Inn 

Upper Midscale: Drury Hotels 

Midscale: Wingate by Wyndham 

Economy: Americas Best Value Inn

Upper Extended Stay: Staybridge Suites

Extended Stay: Candlewood Suites

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