How mobile marketing has changed CEM in the digital arena of the hotel industry.

Mobile Marketing has generated about 21% of the profits that were made in the Hotel industry in 2014. Mobile Marketing is a growing phenomenon within the Hotel industry and many hotels are now using it to engage with their customers and to make their experience in their hotel better. Many hotels were hesitant at first to start using mobile marketing and implement mobile apps and website to engage with customers. Hilton was the first hotel that started doing online check-ins, which was an enormous success and made the check-in experience easier and quicker for their guests.  Many hotel chains follows their example and implemented this feature too. (Johnson, 2016)

The ultimate promise of mobile marketing is to integrate some form of the organisation’s presence into the everyday lives of its customers, according to Peelen & Beltman (2013). Customers are able to bring their mobile devices everywhere they go, therefore they will be able to connect with your brand everywhere they go through mobile marketing. This will offer a possibility for the hotels to engage more with their (potential) guests and bring them extra experiences.

Mobile marketing has given people the opportunity to look at hotels whenever and wherever they are. So therefore this opened a big chance for the hotel industry to engage with their customers. For example mobile devices make it possible for the hotels to know their customers location and therefore they could make more relevant offers to them. (Horwell, 2015) People are starting to prefer their mobile devices over other methods to access the internet. Therefore it is crucial for the hotels to use mobile marketing to engage with their customers, since that is where they are at. (Hospitality Technology , 2015)

The use of mobile apps and mobile websites makes it easier for guests to interact with a hotel, before, during and after their stays. Virgin Hotels opened a hotel in which they got features that make the guests be able to interact with the property via a mobile app. These features were for example changing room temperature, or changing the TV channel, but it also provided entertainment. It can also provide guests with information about the environment for example restaurant or attraction recommendations. These things can increase the customer experiences and improve the customer relationship with the hotel. (Mandelbaum, 2015)

So to conclude, the use of mobile marketing has changed the way that hotels engage with their guests within the digital arena. The hotels are able to connect with their guests everywhere they go, when they carry their mobile devices. This opens up for several opportunities that change the way they engage with them. Engaging successfully with their customers via mobile marketing will increase their customer relationship and create a better experience for their guests.

 

References

Horwell, V. (2015). Time to Bring Hotel Marketing to Mobile. Retrieved from Hotel Business Review: http://hotelexecutive.com/business_review/2463/time-to-bring-hotel-marketing-to-mobile

Hospitality Technology . (2015). How Hotels Are Engaging Guests on Their Mobile Devices. Retrieved from Hospitality Technology : http://hospitalitytechnology.edgl.com/news/How-Hotels-Are-Engaging-Guests-on-Their-Mobile-Devices103531

Johnson, K. (2016). 5 MOBILE APP MARKETING STRATEGIES FOR HOTELS. Retrieved from Pulsate: http://academy.pulsatehq.com/mobile-app-marketing-strategies-for-hotels

Mandelbaum, A. (2015). 3 Successful Ways Hotels Are Using Mobile Apps to Engage Guests. Retrieved from HospitalityNet: http://www.hospitalitynet.org/news/4070473.html

Peelen, E., & Beltman, R. (2013). Customer Relationship Management. United Kingdom: Pearon Education Limited.

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