an investigation of features and functions of smartphone applications for hotel chains
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An Investigation of Features and Functions of Smartphone Applications for Hotel ChainsPresented by Meng-Mei Chen
© Ecole hôtelière de Lausanne
Meng-Mei Chen, Stephan Knecht & Hilary Murphy
2
AGENDA
1. Introduction
2. Literature Review
3. Research Objectives
4. Methodology
5. Findings
6. Conclusion
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3
INTRODUCTION
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Proliferation of smartphone ownership
Diffusion of appsGrowth of mobile travel bookings
Hoteliers develop mobile strategies
Mobile-friendlywebsites
Diffusion & deployment of
apps
Sources: comScore ( 2013), Phocuswright (2013), Nielsen (2014)
4
LITERATURE REVIEW
• Smartphones have transformed behaviours, information needs, decision making, experience and sharing giving more control to customers (Lamsfus et al., 2014; Wang et al.,
2014)
• Apps offer the potential to assist hotel guests by providing access to online information in before, during, and after phases of travel (Brown & Chalmers, 2003; Gretzel,
Fesenmaier, Formica & O'Leary, 2006)
• Several categories of apps have already been developed (Kennedy-Eden and Gretzel, 2012)
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5
RESEARCH QUESTIONS
Main Research Question:
Specifically,
• What are the key categories of information provided?
• What are the main functions of these apps?
• What are the social media functions and the additional features found on hotel chain apps?
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What are the currently available features and functions of the most widely used hotel apps?
6
METHODOLOGY
• Exploratory & quantitative
• Content analysis performed to identify features & functions of 20 hotel chain apps (downloaded August 2013) and aggregated in a grid (Adukaite et al., 2013; Kennedy-Eden & Gretzel,
2012)
– Ritz Carlton, Waldorf Astoria, W Hotels, Ibis, Fairmont, Kempinski, Hilton, Shangri-La, InterContinental, Hyatt, Hotel Indigo, Holiday Inn, NH Hotels, Crowne Plaza, Conrad, Radisson, Pullman, Novotel, Sofitel, and Mercure
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FINDINGS: Common app features & functions
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• Reservation tool
• Hotel search
• Map
• Localization
• Contact details
ReservationInformation
• Photos
• Hotel overview
• Services/amenities/features
• Facilities
HotelInformation
Same features & functions frequently present on apps for independent hotels in Germany, Austria, and the German-speaking part of Switzerland (Adukaite et al., 2013)
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FINDINGS:Summary of app features & functions
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0
10
20
Bookin
g &
Reserv
ation
Pers
onal H
isto
ry
Hote
l Searc
h
Weath
er
Fore
cast
Map
Localization
Dir
ections
Conta
ct
Deta
ils
Loyalty p
rogra
m
Package/S
pecia
l O
ffer
Check-i
n/o
ut
info
.
Photo
s
Hote
l O
verv
iew
Room
s &
Suites
Din
ing
Spa
Are
a &
Activitie
s
Fam
ily
Serv
ices/A
menitie
s
Meetings/E
vents
Facilitie
s
Tra
nsport
ation
Spa r
eserv
ation
Table
Reserv
ation
Call O
pera
tor
Wake-U
p C
all
Schedule
a t
axi
Check-i
n/o
ut
Housekeepin
g
Resort
map
Room
Serv
ice
Activity C
ale
ndar
Concie
rge T
ips
Fours
quare
Tw
itte
r
Insta
gra
m
Em
ail
YouTube
QR C
ode S
canner
Flight
Tra
cker
Subm
it y
our
Sto
ry
App I
nfo
App S
ett
ings
Art
in
Hote
l
Online S
tore
World C
lock
New
spapers
Music
Pla
yer
Feedback
Chain
new
s/i
nfo
Reservation Information Hotel Information At Hotel Functions Social Media
Links
Additional Features
Nu
mb
er o
f A
pp
s
App Feature/Function
Features and Functions available on Hotel Chain Apps
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FINDINGS:Summary of app features & functions
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Reservation Information Hotel InformationAt Hotel
FunctionsSocial Media Links Additional Features
Booking & Reservation 20 Photos 20 Concierge Tips 8 Email 12 App Info 20
Hotel Search 20 Hotel Overview 20 Housekeeping 7 Facebook 9 App Settings 9
Map 20 Services/Amenities 20Table Reservation
5 Twitter 9 Feedback 9
Localization 20 Facilities 20 Call Operator 4 YouTube 3 Chain news/info 5
Contact Details 20 Rooms & Suites 19Activity Calendar
4 Foursquare 2QR Code Scanner
3
Loyalty program 17 Dining 14 Room Service 3 Instagram 2Submit your Story
2
Package/Special Offer 17 Spa 13 Spa reservation 1 Flight Tracker 1
Directions 14 Check-in/out info. 12 Wake-Up Call 1 Art in Hotel 1
Personal History 13 Area & Activities 11 Schedule a taxi 1 Online Store 1
Weather Forecast 8 Family 8 Check-in/out 1 World Clock 1
Transportation 5 Resort map 1 Newspapers 1
Meetings/Events 3 Music Player 1
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CONCLUSION
• Currently, apps from hotel chains focus more on the reservation and hotel information and less on ‘At Hotelfunctions’
• Apps tend to be cut down versions of the hotel website
• Should develop more ‘ At Hotel’ app features
• Opportunity for engagement & to create competitiveadvantage
– Hoteliers cannot compete with OTA or social apps, only ‘At Hotel’ functions differentiate them
– Represent opportunities to interact with customers, provide customized service, and to enhance customers’ experience while they are on property
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11© Ecole hôtelière de Lausanne
Thank you
12
REFERENCES
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Adukaite, A., Reimann, A., M., Marchiori, E., & Cantoni, L. (2013). Hotel Mobile Apps. The Case of 4 and 5 Star Hotels in European
German-Speaking Countries. In Information and Communication Technologies in Tourism 2014 (pp. 45-57). Springer
International Publishing.
Brown, B., & Chalmers, M. (2003, January). Tourism and mobile technology. In ECSCW 2003 (pp. 335-354). Springer Netherlands.
ComScore (2013, February 22). 2013 Mobile Future in Focus. Retrieved from http://www.comscore.com/Insights/Presentations-and-
Whitepapers/2013/2013-Mobile-Future-in-Focus
Coussement, M. A., & Teague, T. J. (2013). The new customer-facing technology: mobile and the constantly-connected consumer.
Journal of Hospitality and Tourism Technology, 4(2), 177-187.
eMarketer (2013). Travellers seek out local info via mobile. Retrieved from http://www.emarketer.com/Article/Travelers-Seek-Local-
Info-via-Mobile/1010197
eMarketer (2014a). US Mobile Travel Sales to Increase 60% in 2014. Retrieved from http://www.emarketer.com/Article/US-Mobile-
Travel-Sales-Increase-60-2014/1010828
Goh, D. H., Ang, R. P., Lee, C. S., & Lee, C. K. (2010). Determining services for the mobile tourist. Journal of Computer Information
Systems, 51(1), 31.
Gretzel, U., Fesenmaier, D. R., Formica, S., & O’Leary, J. T. (2006). Searching for the future: Challenges faced by destination marketing
organizations. Journal of Travel Research, 45(2), 116-126.
Kennedy-Eden, H., & Gretzel, U. (2012). A taxonomy of mobile applications in tourism.
Lamsfus, C., Wang, D., Alzua-Sorzabal, A., & Xiang, Z. (2014). Going Mobile Defining Context for On-the-Go Travelers. Journal of
Travel Research, 0047287514538839.
MacKay, K., & Vogt, C. (2012). Information technology in everyday and vacation contexts. Annals of Tourism Research, 39(3), 1380-
1401
Miller, M. (2014, May 28). IDC: Smartphone growth to continue, reach 1.2 billion in 2014. Retrieved from
http://www.zdnet.com/idc-smartphone-growth-to-continue-reach-1-2-billion-in-2014-7000029947/Nielsen (2014, July 1). Smartphones: so many apps, so much time. Retrieved from
http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html
Phocuswright (2013, December 12). Mobile, OTAs Drive Growth as European Travel Market Reaches New Heights. Retrieved from
http://www.phocuswright.com/research_updates/mobile-otas-drive-growth-as-european-travel-market-reaches-new-heights
Wang, D., & Xiang, Z. (2012). The new landscape of travel: A comprehensive analysis of smartphone apps. na.
Wang, D., Xiang, Z., & Fesenmaier, D. R. (2014). Smartphone Use in Everyday Life and Travel. Journal of Travel Research,
DOI:0047287514535847.
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