Oracle’s study proves mobile technology is critical to improve guest experiences

Oracle’s study proves mobile technology is critical to improve guest experiences

The 2019 Hospitality Benchmark – Mobile Maturity Analysis study (conducted by Oracle) surveyed 199 executive leaders in the hospitality industry, and found that 91% of respondents believe technology is critical to improve guest experience and cultivating loyalty. However, only 69% were confident in their organization’s ability to implement and deliver mobile experiences.

Greg Webb, Oracle Hospitality SVP/GM, said that “it’s clear that hotels need to provide mobile innovations to meet the requirements of today’s savvy consumers, yet some haven’t started their mobile journey… Customers want to be able to engage with brands wherever they are—booking a room from their child’s soccer game to ordering drinks while sitting poolside at the hotel. The properties that can’t deliver these kinds of mobile experiences will quickly lose to those that can make the engagement simple and seamless for their customers.”

The study focused on three specific areas of mobility:

  1. The ability to offer Wi-Fi to guests throughout the property
  2. Guest-facing apps to enhance the customer experience
  3. Staff-facing mobile to improve the hotel team’s daily operational workflow

Findings show that:

  • 50% expressed fear that their organization would be disrupted by more mobile-friendly competitors
  • 90% agreed that mobile is critical to maintaining a competitive advantage
  • 90% added that guest experience could be improved by the ability to use smartphones to manage basic services such as booking a room and managing the check-in and check-out process
  • 91% said their guest-facing app is the preferred way they’d like guests to request service from staff
  • 66% said reducing operational costs was another major driver for embracing mobility
  • 23% agreed that they struggle to promote their guest-facing mobile app

In order to make mobile technology improvements, Oracle believes companies should focus on three areas: “empowering guests to take advantage of self-service tools, allowing guests to communicate with the hotel through their preferred channel, and continuing to invest in mobile technologies to reduce friction.”

Visit oracle.com for the “2019 Hospitality Benchmark – Mobile Maturity Analysis”

Source: hotelmanagement.net, “Hoteliers: mobile critical to boosting guest experiences” by Esther Hertzfeld. Apr 29, 2019