Improving the digital customer experience is vital to increasing traveler loyalty in hotels, according to a study conducted by Magnani Caruso Dutton.

Magnani Caruso Dutton, a digital customer experience agency for several of the world’s most recognized brands, conducted a 1,000-consumer survey within three traveler segments−business, leisure and family–as well as travelers across these segments with the highest tendency to be loyal to a hotel brand.

The report examines the needs and expectations of travelers, the types of digital offerings from hotels that are most compelling to them, and documents the importance of mobile features to make travelers’ stays more convenient and informed. Respondents indicated that, in return, the hotels might gain their loyalty.

In this hyper-connected world, a travel company’s digital offerings are more important than ever. What’s more, 70% of travelers indicated that a hotel’s website, app, and other digital tools impact their decisions to book a stay, with those who feel most strongly about this also being twice as likely to consider customer service/experience as their top priority when booking.

Once the guests have arrived, the study revealed that 74% of travelers want substantial digital involvement from the hotels to enhance their visits and to make the experience memorable. Consequently, 80% of travelers find it important that a hotel allows them to set personal preferences that can be updated and saved for future use, gladly exchanging personal information for a more customized and streamlined experience.

“With competition as fierce as ever, hotels looking to stand out to today’s travelers need to meet their rising expectations for great digital experiences,” John Caruso, creative director, partner at Magnani Caruso Dutton, said in a press release. “In particular, there is a huge opportunity for hotels to make better use of the device that is always with the traveler: the smartphone. Using mobile to increase personalization and convenience will create a better experience for guests, and factor into their next decision of where to stay.”

Travelers were asked which specific mobile capabilities they would be most likely to use if offered by a hotel. The top five features were: 

To easily see offered amenities and hours (80% of travelers would be likely to use)

To engage with maps of the areas they visit (78% of travelers would be likely to use)

For automated check-in to bypass the front desk (73% of travelers would be likely to use)

To request a late check-out (73% of travelers would be likely to use)

To see concierge tips about the places they visit (68% of travelers would be likely to use)

Business travelers present major opportunities for hotels to earn their return visits and increase customer lifetime value by giving them the digital experiences they want, according to the study.

This segment tends to stay with the same hotel brand, compared to family and leisure travelers. When asked how frequently they tend to stay at 30 major U.S. hotel brands, business travelers selected “often” or “always” twice as much as family travelers and three times more than leisure travelers. Business travelers ranked past positive experience higher than participation in their preferred rewards program as an influencing factor when choosing a hotel. This, along with their ability to de-prioritize price, points to the opportunity to increase customer lifetime value.

This study was fielded online from Oct. 28, 2013 to Nov. 5, 2013 and includes responses from 1,000 U.S. consumers evenly segmented as business travelers, leisure travelers and family travelers. Traveler type was assigned based on travel behaviors and patterns, and travel was defined as including a hotel stay. Respondents were 18 years or older, owned a smartphone, and were diversified in age, gender, household income, and level of education.

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