Millennials indicate a need for mobile-focused activities

(Gettys: SIphotography)

This article is part four of a four-part series on mobile in the hotel industry. Part one can be found here, part two can be found here and part three can be found here.

More than 20 percent of millennials have used their mobile devices to check into a hotel while 46 percent have booked a hotel stay the same way, according to a recent study, “Millennials and Hospitality: The Redefinition of Service.” More than 9,000 millennials from around the world were surveyed about their mobile usage for the report, commissioned by Oracle Hospitality.
 
“Mobile is very much here and happening in hospitality,” said Ray Carlin, Oracle VP of solution and strategy management. “The results underscore how technology is altering consumer expectation and presenting hospitality operators with an unprecedented opportunity to win millennials’ business.

“It will require a redefinition of service–one that offers millennials tremendous choice, speed and personalization based on their individual preferences,” Carlin said. “Providing such tailored service not only means accommodating consumers’ use of smartphones, but for operators to leverage their own mobile devices to better serve them.”

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Millennials in every country are already using their mobile devices to varying degrees to conduct core functions with hotels. Besides mobile check-in and mobile booking, rooms ervice was the No. 1 request when millennials were asked how else technology could improve their stay.

Loyalty is a priority for food and beverage: 52 percent of millennials want to use their mobile devices to take advantage of loyalty programs offered by restaurants, bars and coffee shops. Millennials want to be acknowledged with personalized rewards that reflect their individual preferences.

In several instances, millennials’ desire for mobile-driven activities and their actual experience using them varied. For example, 29 percent of U.S. millennials reported having paid with a mobile device, but 44 percent expressed a desire to do so—suggesting an opportunity to grow business by meeting demand.

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