While hotel companies have continued to enhance their mobile
apps, a GBTA study suggests that, technology-wise, business travelers are still
more interested in increased in-room power outlets and streaming services than
they are in things like mobile key and mobile check-in and check-out.
The study, conducted in partnership with Best Western Hotels
& Resorts, surveyed 831 business travelers in the United States and Canada
via an online questionnaire fielded between April 18 and 26.
Asked to rank hotel technology by interest, 34 percent of business
travelers ranked "more regular power and USB outlets" among their top
three. Similarly, 34 percent ranked "streaming services on guest
televisions" and 32 percent ranked "in-room chargers for laptops
and/or phones" in their top three. Mobile or keyless entry wasn't too far
behind, with 27 percent of travelers ranking it in their top three.
Just because travelers rank certain amenities ahead of app
developments, though, it doesn't mean they aren't using hotel mobile apps.
According to the study, 61 percent of business travelers have downloaded at
least one of the seven major hotel chains' apps on their smartphones during the
past year, and 25 percent of those travelers have downloaded at least three.
Business travelers most often used hotel apps to check the
status of a reservation (43 percent), manage rewards points (43 percent) and book
a hotel. They also used apps in different ways based on age group. Travelers 55
and older are most likely to use an app to check reservations, while those between
18 and 34 use apps to find out more about hotel amenities, order room service
and contact hotel staff.
"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," GBTA director of research Monica Sanchez said in
the study's release.
Fifty-five percent of respondents spent at least one hour a
day using in-room Internet for business, and 48 percent used it at least an
hour a day for leisure, as well. The majority would be "more likely"
or "much more likely" to book directly with a hotel in exchange for
free Wi-Fi or high-speed Internet, even though most can access free basic Wi-Fi
through loyalty programs regardless of booking channel.
"In the future, hotels could invest in
innovative new technologies but should also continue to focus on improving
existing amenities," Sanchez said, "especially Wi-Fi, as that remains
most important for business travelers."