Ok, I admit it. I’m addicted to my iPhone. I would definitely book a hotel room on my mobile but then I’m what we call an ‘early adopter’ in the marketing world.
How about you?
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I’ve just downloaded two hotel apps last week.
Two rather different companies in the luxury hotel segment:
1. Peninsula Hotels – a small but prestigious hotel chain
2. Small Luxury Hotels – a Hotel Marketing Association with over 500 member hotels world-wide
I’ve worked with both companies before and so I’m taking a special interest in what they are doing in terms of online and mobile marketing.
Their iPhone apps follow very different approaches.
While Peninsula goes straight for the booking procedure, SLH present the hotels with a short description, location map and image. This makes sense since Peninsula regulars will know their hotels. However, a tiny bit of information about each Peninsula property would be nice.
The SLH app is divided into three sections: Discover, Enjoy, Share.
Discover is all about finding the right hotel in your desired destination.
Enjoy features a brief destination guide once you have arrived at the hotel.
Share let’s you manage and share your favorites, by email, on Facebook, on Twitter.
What I like most about the SLH application is the various ways to choose a hotel:
- by Hotel types such as city centre, beach resort, country house etc.
- by Destinations (pretty map guys!)
- by Special offers, whereby this button let’s you navigate through various categories such as Adventures, Spa Breaks or Honeymoon and Romance to your desired destination
The Hotels near me feature is great, too – it finds you hotels close to your current destination which can be displayed either on a list or pinpointed on a map. Ok, some of the hotels the application found are actually quite far away. SLH got to work a bit on the parameters there.
Something completely lacking from the Peninsula iPhone app is a destination guide.
SLH’s Enjoy section mainly let’s you search for landmarks nearby, then sends you off to the iPhone map and shows you how to get there. This section has more potential. SLH should check out the Langham Hotels iPhone app to get some ideas.
Something completely missing from the SLH iPhone app is an online booking form.
There is only a Call to Book button which links you to your local SLH call centre.
All in all, I really like the SLH iPhone application – one of the best I’ve seen so far. Stylish, easy to navigate, with all the necessary information but an online booking form should be added.
The Peninsula app looks stylish, too but needs more content in my view: some info about each hotel, perhaps a destination guide but mainly a section that sells add-ons at the hotel once guests have checked in. It seems to me Peninsula are missing an opportunity here.
I’m curious about the next releases of both applications.
Download from iTunes: