Guests Are Happier With Mobile-Friendly Hotels - Hotel Reservation & Online Hotel Booking Engine
Web Design

Guests Are Happier With Mobile-Friendly Hotels

blog Banner
In an increasingly global society, UK hoteliers can’t afford to sit idly by when surveys of US hotels publish their results—especially when those big chains have started to make inroads into the UK. The most recent survey to sit up and take notice of is the J.D. Power and Associates’ North American Hotel Guest Satisfaction Index Study.

The biggest takeaways from the survey are that guests are happier with mobile user friendly hotels, and hotel responsive web design has an increased effect on direct bookings. Optimizing for mobile has never been more urgent.

Rick Garlick, Global Travel and Hospitality Practice Lead at J.D. Power said “As mobile usage becomes increasingly ubiquitous for guests, the challenge for hotels becomes twofold: First, they must persuade guests to book directly with them, and second, they must encourage easy utilization of this technology. By forging direct relationships, hotels can become guardians of the guest experience, but at the centre of these relationships is an establishment’s mobile strategy.”

The survey also noted that guests who booked through a third-party app or experience were more likely to have a problem with their stay and be less satisfied overall. Despite this statistic, there’s been a 3% upswing in bookings through online travel agencies—meaning that hotels must try optimizing for mobile as soon as possible.


Mobile user friendly hotels will snare the largest portion of younger and business travellers if the trend is to continue—14% of online bookings were made on mobile devices such as a smartphone or tablet in 2004, but now the percentage is 25% and rising rapidly, with those demographics navigating hotel responsive web design with ease.

You don’t have to immediately put out an app while you’re focusing on optimizing for mobile, though—38% of guests don’t even use hotel proprietary mobile apps during their stays, and only 1% use the apps to check out of their room. Making direct booking more mobile user friendly seems to be the order of the day.

However, if these statistics haven’t convinced you to focus on digital, the next one might. 86% of guests who happen to experience a problem during their stay are likely to post comments about it to social media, meaning that irregular problems can be over-reported and, without your managing of these online spaces, could potentially turn customers off from booking with you.

Because the survey is so far-reaching, it doesn’t attempt to directly compare hotel brands. Instead, the 1,000-point scale of guest satisfaction means that there are easy takeaways for brands both at home and abroad. Every hotel operates reservations, checking in and out, and hotel facilities, after all; things that are easy for guests to rank and say how much they value them.

It seems that the most valuable thing that a hotel can do now is to focus on their hotel responsive web design, as well as optimizing for mobile and making their site mobile user friendly. If trends are emerging in this year’s survey, they might dominate the survey in just another twelve months.

Related Articles


Increase Direct Bookings This Quarter? #1

It seems that the days of booking trips and holidays through travel agents

Continue Reading
PPC campaign guide

How do you Create a Great PPC campaign?

Welcome to the 21st Century… if you haven’t done so already, it’s time to get your business on board the digital marketing train, before all your competitors disappear down the tracks. But where to start? One of the most popular forms of paid search marketing – advertising that exploits the power of search engines (i.e. […]

Continue Reading
Hotel Distribution Strategy

Converting Lookers into Bookers: Building a Hotel Distribution Strategy That Works

It’s an understatement to say that, in recent years, marketing a hotel has become more complicated. The digital revolution has expanded booking opportunities – leading to a dizzying array of online travel agents (OTAs), website opportunities and social media platforms to take advantage of, and direct booking engines to build and deploy. So, where does […]

Continue Reading
marketing and revenue management

Personalisation Leads to Higher Engagement in The Hotel Business

In the hospitality and travel market, email marketing can be personalised effectively. This is accomplished through a variety of simple techniques. By building customer profiles for your niche market, it becomes simpler to personalise emails that will address every client individually. Tips to use personalisation as part of hotel marketing solutions: Use names: The easiest […]

Continue Reading
Hotel Stay

Management of Hotel Reputation Is Critical

For any business to succeed it has to have a strong reputation in the market. While the reputation of any business was subject to word of mouth publicity, things have changed in this digital age. Now it is the virtual world or the internet, which makes or breaks a business’s reputation. Reputation does matter As […]

Continue Reading

Need help growing your hotel revenue?

We’d love to talk to you about it!

Get In Touch