2015-03-27-奥纬咨询-Creating_a_Digital_Hotel_Ecosystem_2页_80kb

The article emphasizes the critical importance of mobile technology for the hotel industry to achieve digital strategy success. It argues that mobile technology is key to driving revenue growth, delighting customers, and creating a broader view of customer behavior beyond the immediate guest experience. According to data, 62% of travelers prefer using mobile devices for hotel services, and guests increasingly leverage mobiles post-stay for reviews, loyalty points, and other activities, fostering a digital ecosystem that promotes brand loyalty.

However, the transition from basic mobile booking to a comprehensive digital ecosystem presents challenges, including the need for standardized hardware and technology investments, which can be costly for large brands and owners. The article notes that mobile experience trumps traditional product innovation for commercial success and highlights the importance of ensuring mobile apps are valuable to encourage downloads, especially given low guest frequency.

Mobile booking has already become a standard feature, with 72% of hotel apps enabling reservations, offering a clear return on investment due to low costs and strong growth. Downstream enhancements, such as Marriott's FlashPerks and LocalPerks, and Kimpton's Karma Rewards, demonstrate innovations in rewards programs and mobile services, integrating technologies like iBeacon for personalized offers and recognizing customer actions externally.

For hotels to close the mobile experience gap and ensure proven ROI, strategies must integrate mobile technology with broader commercial aspects like distribution, loyalty, and payment strategies in a customer-centric manner. The analysis concludes that early adopters are successful, and a cross-linked approach to transforming the entire guest relationship through mobile platforms is the surest path to returns.

The article is authored by Scot Hornick and Dan Kowalewski from Oliver Wyman, drawing from their expertise in hospitality and technology.