Consumers prefer to purchase and reserve hotel services using mobile devices

Sixty-two percent of travelers prefer to purchase or reserve hotel guest services through their mobile device, rather than face-to-face with a member of the hotel staff, according to Smith Micro’s mobile survey. Additionally, 63 percent of consumers bring tablets with them while traveling, up almost 10 percent from the same survey conducted last year by USamp and Smith Micro.

Other survey results reveal that 75 percent of respondents say the most popular mobile convenience was checking in and out of hotels using a mobile device.

Seven out of ten guests would be happy to receive relevant special offers to a device and almost half (47 percent) would be “very likely” to purchase in-room entertainment if it could be accessed via their own device, reports Tnooz.

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More than half of travelers would choose a hotel because it offered guest services via mobile while only four percent of travelers stated they would not use hospitality services via mobile.

The research polled smartphone and tablet users across the U.S. about their current travel and mobile consumption habits and preferences. Fifty-nine percent of respondents stated they primarily travel for pleasure, and 41 percent for business. The majority of respondents spend an average of 11 to 50 nights in a hotel room every year. 

“Mobile entertainment has rapidly displaced in-room entertainment for frequent travelers, and today’s hotel guest wants to access a variety of services via their mobile phones or tablets,” said Sunil Marolia, vice president of product management at Smith Micro. “This presents a huge opportunity for the hospitality industry, as more efficient services, customized promotions and consumer analytics can be enabled through hotel loyalty applications, which are already popular with 54 percent of travelers we surveyed.”

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