Ninety-one percent of hotel company executives said mobile technologies are critical to improving guest experiences and cultivating loyalty, but only 69 percent were confident in their organizations' ability to adopt and deliver those mobile experiences, according to Oracle Hospitality's 2019 Hospitality Benchmark—Mobile Maturity Analysis survey of 199 hotel executives, conducted in August. Seventy-seven of the respondents were at the director level or higher, and 53 percent were from companies whose annual revenue is great than $500 million.
Nine in 10 respondents agreed that mobile is critical to maintaining a competitive advantage and that guests' ability to use smartphones to manage basic services like booking a room and managing check-in and check-out would improve the guest experience. Ninety-one percent of hotel execs also prefer that guests request services via the hotel companies' mobile apps. Yet 23 percent struggle to promote their companies' guest-facing mobile app technology. Two-thirds said mobility could reduce operational costs, as well.