Connected Traveller: Smartphone-using hotel guests express preference for apps

By Emma Eversham contact

- Last updated on GMT

Only 5 per cent of UK hotels have developed an app, yet 45 per cent of travellers say they'd like to use one to book their stay and find out about activities during it
Only 5 per cent of UK hotels have developed an app, yet 45 per cent of travellers say they'd like to use one to book their stay and find out about activities during it

Related tags: Cent, Personal digital assistant

Hotel companies would cater better for smartphone-using guests if their business developed an app, a report by TripAdvisor has found. 

According to findings in the TripBarometer Connected Traveller report, 45 per cent of people who use a smartphone to plan or book a trip would prefer to use an app to do so, yet only 5 per cent of hotels in the UK have developed one. 

Over the last year the number of people booking accommodation on a mobile app has doubled - from 4 to 8 per cent with 24 per cent of them saying they usually book this way. Thirty-four per cent also said they would like to use mobile check-in. 

The report, which surveyed more than 44,000 people in 32 countries in January and February this year also found that, unsurprisingly, smartphones have become integral to a person's trip with 72 per cent of connected travellers using their mobile devices to look for restaurants and 67 per cent to find things to do while away. 

Adam Medros, SVP of product at TripAdvisor, said: “Through travel apps, connected travellers are finding their way around, looking for places to eat or things to do and reading reviews. They are also more likely to see their smartphones as a booking device, both before a trip and while in-destination.” 

Connected traveller

TripAdvisor defines a 'connected traveller' as those who have used a smartphone to plan or book a trip. 

Forty-four per cent of UK travellers fall under this definition while 53 per cent of all global travellers planning a visit to the UK in the next 12 months are also connected travellers. 

According to the report all travellers said having adaptors, converters and a variety of chargers on hand at a hotel would be useful and a third said they would like hotels to provide SIM cards or temporary mobile phones.

Mobile-friendly 

While hotel companies based in the UK are behind other markets in developing apps, they do cater for the smartphone-using guest with 51 per cent offering a mobile-friendly website and 59 per cent accepting bookings through a mobile device. 

“While the majority of global travellers now use mobile devices, the tendency to see a smartphone as a booking platform is what sets Connected Travellers apart,” said Marc Charron, president, TripAdvisor for Business. “Hotels should identify the best ways to make themselves as visible and accessible as possible on mobile platforms in order to appeal to this highly engaged segment of travellers." 

Related topics: Business, Hotels, Trends & Reports

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