An app for your hotel which always keeps your guests up-to-date – of course you need it. That’s what everyone tries to tell you nowadays. Yet no one tells you why an app alone will neither make you as a hotelier happy, nor your guests.
1. THE USAGE RATE OF APPS IS UNKNOWN
Surely, the usage figures of apps continue to rise in Germany. However, if you take a look at the rest of the world, it becomes obvious that we are alone in this trend. The general use of apps has been falling rapidly and consistently since 2014. In the US alone, which can be seen as an international technology pioneer, the usage rates have dropped by 25% since 2014. Experts of Adobe Digital Insights believe this development could hit Germany as well.
2. APPS LOSE RELEVANCE VERY FAST
Just a few days after installation most apps are simply forgotten. It’s also becoming increasingly difficult to stand out of the bulk of apps due to the high number of available applications.
3. MANY APPS ARE DELETED AFTER A FEW DAYS
Only seven days after the initial installation 50% of apps are deleted. This shows that the life cycle of apps is extremely short compared with other software programs.
4. RETENTION-RATE: THE WORST ENEMY OF ANY APP
The retention rate shows us that even apps which were downloaded a billion times are not automatically successful. On average, the usage rate of apps drops by 50% after just five days. After 90 days, only five of the original 100 users are actually using the app.
5. FORMAT IS NOT APPEALING TO ALL GENERATIONS
The willingness of older generations to use apps is still significantly lower at the moment. But since guests such as golden agers cannot be excluded or even ignored, a hotel app alone is not enough. In addition, the presentation of some content and a lot of information is usually very small and does not invite guests to stay
6. WILLINGNESS TO DOWNLOAD APPS IS DROPPING
Although the statistics of app downloads continue to boom, scepticism towards those applications is growing in the population. Many consumers, including hotel guests, are increasingly concerned about the lacking protection of their personal data and the high security risk of apps.
7. POPULAR APPS DO NOT OFFER INFORMATION
If you look at the apps on top of the download charts, it becomes obvious that most of them do not have the main goal to provide information – actually the opposite is the case. Social media apps such as Facebook, dating apps and of course games are most popular. This is an indication that an app alone is not enough to reach the guests of a hotel.
DIGITAL GUEST DIRECTORIES, INFO DISPLAYS AND APPS – STRONGER TOGETHER
Obviously, we do not want to withhold any information from you, so it should be mentioned that apps are thriving in the tourism industry. However, these are often immature and do not lead to a pleasant user experience. Only apps by air travel providers and comparison portals are really in demand.
It must be stated clearly that a hotel app can be a sensible investment. But it should be just as clear that an app alone will never be enough to reach all guests. A hotel app is a useful complement to digital guest directories, such as the iQ Tabs, or interactive lobby displays, the iQ Displays by Betterspace, but an app will never replace them. Hoteliers who want to start in the future digitally prepared should make sure that all components are perfectly coordinated and the guest is always given the opportunity to reach the hotel during the entire customer journey.
Watt, Nick (27.02.2017): ADI: Is Europe In The Middle Of A Smartphone Divide?; online at: http://www.cmo.com/adobe-digital-insights/articles/2017/2/20/adi-is-europe-in-the-middle-of-a-smartphone-divide.html#gs.HP5LBcQ
Statista (Hrsg.): Statistiken zu Mobile Apps und App Stores, online at: https://de.statista.com/themen/882/apps-app-stores/
AppAnnie (Hrsg)(2017): Spotlight – App Nutzung durch Verbraucher, Berlin 2017