SUPPLIER SPOTLIGHT: How every hotel can develop a digital strategy


Consumer adoption of new technology has significantly influenced the hospitality industry over the last decade and millennials and Gen-Z demand a mobile-first approach. Guests expect services to be instant, intuitive and accessible, pushing hoteliers to have the digital infrastructure to support this new regime.

Nowadays digital strategies are of primary importance as they are enabling hotels to be more responsive to guests’ needs as well as improving efficiencies, reducing costs and focusing on financial performance. Whilst big hotel brands have already adopted this approach placing a greater emphasis of expectation on delivery, the implementation for independent boutique hoteliers can be more laborious.

The world’s largest hotels have trialled and tested new technologies enabling independent hotels to select only the most successful. For example, Virgin Hotels invested in AI chatbots to answer guest requests, or Hyatt’s mobile app is considered one of the best on the market for driving bookings, engagement and upselling. Independent hotels have now the opportunity to integrate digital strategies and bring digital transformation even more rapidly, providing greater efficiencies and engaging guest experience.

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The rise of mobile apps

The mobile device shows no sign of waning in popularity with more people downloading travel apps than ever before. These offer guests the convenience of booking hotel rooms, accessing last-minute deals, and keeping track of their rewards programs. On top of this, there is a deluge of additional functionalities including mobile check-in, room access, in-app purchasing, and multi-language support.

Communication with guests is more intimate through mobile apps, allowing for greater personalisation, promotional upselling and onsite messaging, all contributing to an increase in total revenue per available room (TREVPAR) and providing a more enhanced brand experience. Independent hotels can build their competitive advantage by providing the same functionality without the huge investment made by the big hotel brands.

Find out more in Criton’s latest eBook: How the top hotels in the world developed a perfect digital strategy

How Criton can help you?                           

At Criton, we have built bespoke apps with a wide range of functionalities (push notifications, messaging, ordering, PMS integration, digital key) for clients including luxury boutique hotels and national chains of serviced apartments. Get in touch today to find out how we can help your business.

Zoe Monk

The author Zoe Monk

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