Hospitality customers love to engage with mobile apps
New opportunities abound for greater personal service
The majority of global consumers (57%) have either used or are actively using mobile applications to engage with hospitality operators such as restaurants, food delivery services or hotels, according to a report from Oracle Food and Beverage.
The report, entitled 'Get Appy: Do Consumers Use Restaurant & Hotel Branded Apps?', studied some 15,000 consumers throughout Europe, Latin America, Asia-Pacific and North America, and found that - of the 23% that have at least one restaurant or hotel branded app on their mobile device - an impressive 70% are using them at least once a week.
The company points out that increased app engagement across global consumers creates new opportunities to personalise service, incentives and menu offerings and highlights the need for modern food and beverage technology to deliver more meaningful guest experiences.
Among the study's key findings:
- Of the 23% of consumers who have download a restaurant or hotel app, two-thirds have more than three apps on their devices.
- Asia Pacific leads with 82% of consumers using a hospitality app at least once a week compared to 54% of consumers in North America.
- One in five global consumers has at least one app for a food delivery service and 23% have a booking app for hotels or restaurants on their device.
- Almost a third (28%) of consumers have paid for food and drink from an app on their mobile device at least once with increased adoption among Asia-Pacific consumers (37%)
"Historically development of food and beverage applications has been cost and labor prohibitive for a majority of the marketplace," said Chris Adams, vice president strategy, Oracle Food and Beverage. "With a modern, cloud-based POS system operators can extend their investment and take control of guest relationships while encouraging long-term loyalty with personalized incentives through an integrated mobile experience."
Oracle Food and Beverage provides hospitality operators with API interfaces through the Oracle Hospitality Simphony Cloud Service which allows restaurants to extend their POS with mobile integrations. This makes it easier to provide customers with mobile apps that enable loyalty or greater ordering flexibility.
"Consumers are willing to engage with brands through mobile applications if operators can deliver differentiated value," concluded Adams. "Operators that lean into the mobile opportunity for the food and beverage industry will have a significant competitive advantage with greater insight into service preferences and emerging menu trends."
Sources: Oracle / The Marketing Factbook.
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