Opportunity exists for hotels to implement innovative technology to serve customers in years to come.
ALEXANDRIA, VA – Business travelers commonly use hotel apps according to a new study released by the GBTA Foundation, the education and research arm of the Global Business Travel Association (GBTA). Three of five (61 percent) business travelers have downloaded at least one of the seven major hotel chains’ apps on their smartphone in the past year, with more than half of those travelers (54 percent) having at least two and one-quarter (25 percent) downloading at least three.
Business travelers most often use hotel apps to check the status of a reservation (43 percent), manage their rewards points or account (43 percent) and book a hotel stay (39 percent). When breaking it down by age group, Baby Boomers (55+) are most likely to check the status of a reservation while Millennials (18-34) are most likely to use apps to find more info about available amenities, order room service and contact hotel employees, even though not all hotel apps offer these features. In general, business travelers routinely use hotel apps and are largely satisfied with their use of hotel apps for various purposes in the past year.
One-quarter of business travelers indicate using mobile-check in on their last business stay at a hotel with Millennials and Gen X-ers (35-54) doing so at a much higher rate than Baby Boomers. If keyless entry expands, travelers will likely use mobile check-in more frequently.
“Hotels have room to expand the capabilities of their mobile app as well as promote increased awareness of those capabilities as the interest is there,” said Monica Sanchez, GBTA Foundation Director of Research. “In the future, hotels could invest in innovative new technologies, but should also continue to focus on improving existing amenities, especially Wi-Fi as that remains most important for business travelers.”
Business travelers are interested in using a variety of technology amenities that most hotels do not currently offer. The most commonly indicated amenities are more regular outlets and USB outlets (34 percent), offering streaming services (34 percent) and in-room chargers for laptops and/or phones (32 percent). Millennials most commonly chose streaming services as a preferred amenity they would be interested in while medium- and high-frequency business travelers most commonly chose maintaining “guest profiles” to deliver a personalized stay.
Internet access still reigns supreme for business travelers when it comes to hotel technology. More than half (55 percent) spend at least one hour per day using in-room internet access for business purposes with a similar share (48 percent) also using it for at least one hour per day for leisure purposes. Satisfaction with in-room internet access is generally high with 75 percent or higher satisfaction rates for spend and connectivity, but slightly lower levels (62 percent) for security. Additionally, 73 percent of business travelers used Wi-Fi or high speed internet in a hotel common area in the past year.
Three of five (61 percent) used free in-room Wi-Fi or high speed internet available to all guests, while 16 percent received free in-room internet access because they booked direct, were a member of the hotel’s rewards program or had special/VIP status. In the future, a majority of respondents say they are “more likely” or “much more likely” to book directly in exchange for free Wi-Fi or high speed internet, however, the reality is most can obtain free basic Wi-Fi by simply being part of a loyalty program regardless of booking channel.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
