Why your property should implement a customized mobile app
Hospitality technology dates back to 1894 when the Netherland Hotel in New York City introduced the first in-room telephones for its guests. We’ve come a long way since things like telephones and even electricity represented impressive advances in hospitality tech. Smartphones and other mobile devices, like in-room tablets, have changed the way the hospitality industry communicates with and serves its customers. How can these technologies benefit casinos and casino-hotels?
No one wants to see a long check-in line at their casino, no matter which side of the desk they’re on. Mobile check-in options are ideal for “stay-and-play” guests, allowing them to get checked in to their hotel room without standing in line. It’s also a boon for casino-hotels because it keeps your lines down and improves the overall customer experience. Plus, it quickly connects your hotel guests to the casino floor, which is why many of them are there in the first place.
If you already have a mobile app for your guests, regardless of its current functionality, you’ve laid the foundation for adopting technologies like mobile check-in and mobile key. Cut down on the front-desk friction and enable customers to go straight to their rooms so they can get out on the casino floor and play!
Highly Targeted Marketing Opportunities
Every modern smartphone possesses geolocation services. Most people use these for navigation or checking in on social media, but you can adapt them for your property to send out targeted promotions and special offers or to help your guests keep track of on-property events, sweepstakes and activities they might be interested in. Some states are employing this sort of technology for their lottery mobile app, giving users the tools to check winning numbers, purchase digital play slips before picking up their tickets at a retail location and even scanning tickets to see if they’re winners.
This tech is also useful for time-sensitive promotions, events, and activities. There’s nothing worse than seeing a customer who might have won a jackpot if they’d turned in their lottery ticket before the promotion ended. Again, you can incorporate this directly into your existing mobile app — or you can develop one to meet your new needs.
Guests, especially those in the millennial generation, hate spending time talking on the phone. They prefer having access to messaging and mobile apps that allow them to engage with your property without ever having to pick up the phone. According to a 2018 survey, 75% say talking on the phone is too time-consuming, and 64% avoid this activity because they don’t want to interact with a person.
Because of that trend, if there’s something wrong with their room or they need something, millennials will avoid calling the front desk if at all possible. No matter how annoyed some people get, they often won’t do anything about it during their stay. Giving your guests a mobile app that allows them to request things from the front desk, control the environment in their room — from lighting to temperature and everything in between — or order room service without having to make a phone call will improve their experience at your property and encourage them to become repeat customers.
No one wants to carry their debit or credit card in a casino if they can avoid it. Hotels are one of the biggest hotspots for credit card theft, from people skimming point-of-sale information to tech-savvy hackers who steal credit card information when guests log into unsecured Wi-Fi. Instead of insisting that customers carry their cards on hand, consider adopting a cardless system that works with your mobile app and the guest’s cell phone. Stations Casino’s Cardless Connect system is a perfect example. Guests sign up for a “boarding pass” through the app, and as long as they’ve got internet access, they can play at their favorite gaming tables and machines without having to worry about chips, cards or losing more money than they intended.
You might notice a trend with these suggestions: They all revolve around having a secure mobile app available for your guests to use. The hospitality industry may have been on the cutting edge of tech, but it’s time, and past time, for the casino-hotel market to start adopting these technologies to improve customer experience and retention across the board. INTELITY’s mobile solutions can easily be integrated with your existing loyalty program or brand app. In addition to streamlining guests’ experience and connecting them to staff, mobile apps can also be used by management teams to send targeted offers and promotions that encourage guests to engage further with the property.
To learn more about creating a customizable mobile app for your casino-hotel or to schedule a demo, contact the INTELITY team.