With the number of smartphone users surpassing that of computer users in the course of the year 2014, French hoteliers are progressively adopting this new distribution channel, as shown by results of a survey of sector professionals by Hospitality ON, with Olakala.
Mobile phone reservations are gaining ground in the hotel sector and the topic lies at the heart of concerns of players on the sector. "The importance of the development of the mobile must be taken into consideration in strategic planning since by the year 2015, 15% of consumers will book travel reservations via mobile phone," estimated Thomas Steinbrecher, head of Travel at Google France, during the last edition of the Global Lodging Forum.
Already well-integrated in distribution strategies of hotel groups in general, mobile distribution is gaining importance among French hoteliers. A survey realized by Hospitality ON with Olakala thus shows that most hoteliers (55%) have a smartphone application, and almost all of these have a booking engine in that application. 8% have their own tool, 38% use the application of the group or brand they belong to, and 11% use that of the online distributor they work with. It is nonetheless important to observe that a considerable share of French professionals, or 45%, do not yet have such an application on their mobile.
As far as concerns the share of reservations realized through this new distribution channel, it remains limited for most hoteliers. For more than half of those who have a smartphone application, reservations through this channel are still below 5% in all. One fifth of respondents equipped with smartphones applications nonetheless estimate that the share of this reservation method is between 5% and 10% of their reservations, 22% say it is between 21% and 30%, and only 5% affirm that mobile reservations now represent more than 30% of total reservations.
In addition to room reservations, the increasing reach of smartphones should soon encompass all stages of the hotel experience, from preparing for the trip and the return. "Today there are more people in the world who have a telephone than a computer. The mobile thus offers a massive quantity of different opportunities and possibilities," explained Heather Leisman, managing director EMEA at HotelTonight, during the last edition of the Global Lodging Forum. Already developed for check-ins, opening rooms and concierge services, smartphones may soon also be used for payments. For 62% of hoteliers interviewed, this end is a reality.
Already well-integrated in distribution strategies of hotel groups in general, mobile distribution is gaining importance among French hoteliers. A survey realized by Hospitality ON with Olakala thus shows that most hoteliers (55%) have a smartphone application, and almost all of these have a booking engine in that application. 8% have their own tool, 38% use the application of the group or brand they belong to, and 11% use that of the online distributor they work with. It is nonetheless important to observe that a considerable share of French professionals, or 45%, do not yet have such an application on their mobile.
As far as concerns the share of reservations realized through this new distribution channel, it remains limited for most hoteliers. For more than half of those who have a smartphone application, reservations through this channel are still below 5% in all. One fifth of respondents equipped with smartphones applications nonetheless estimate that the share of this reservation method is between 5% and 10% of their reservations, 22% say it is between 21% and 30%, and only 5% affirm that mobile reservations now represent more than 30% of total reservations.
In addition to room reservations, the increasing reach of smartphones should soon encompass all stages of the hotel experience, from preparing for the trip and the return. "Today there are more people in the world who have a telephone than a computer. The mobile thus offers a massive quantity of different opportunities and possibilities," explained Heather Leisman, managing director EMEA at HotelTonight, during the last edition of the Global Lodging Forum. Already developed for check-ins, opening rooms and concierge services, smartphones may soon also be used for payments. For 62% of hoteliers interviewed, this end is a reality.
