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Hotels Slow to Act on Mobile Apps Despite Belief in Their Future

Knowland survey finds many are unaware of hospitality apps 

McLean, VA, 10/25/10 – The Knowland Group, the world’s largest data firm in the global meetings and conventions industry, today released a survey on hoteliers’ and meeting planners’ attitudes and experience with mobile apps. Results show that while a majority believe mobile apps are the wave of the future, few have any firsthand knowledge of them. This inexperience means hotel sales professionals are currently unable to fully capitalize on the popular new technology. 

A majority of respondents agree that mobile apps are here to stay. Sixty-seven percent said they believe apps are useful tools that are going to be around for a long time. “I think they are going to have a very big impact and are just now starting to break through with business,” said one event coordinator for a Colorado Springs association. 

However, 54 percent said they had not had any exposure to mobile apps for the hospitality industry. In addition, 20 percent said they had only heard about these types of mobile apps once or twice and only 6 percent said that they used them all the time. One Director of Sales at a San Francisco Hotel said she has had no exposure to mobile apps for the hospitality industry; they are not even allowed to use their cell phones at work. Mobile apps, she explained, are “for the younger generation!” 

While hoteliers and meeting planners for the most part agreed that mobile apps will be important in the future, 50 percent said they are not having an impact on the meetings and convention industry today. Those who have seen an impact recognize the benefits of using mobile apps to enhance the attendees’ experience. Of the half who believe mobile apps are having an impact, 100 percent said that it was either very positive or somewhat positive. 

“Mobile apps are clearly going to play an important role in the future of the meetings and conventions industry,” said CEO Michael McKean. “Hoteliers must not only recognize this fact, but ensure they are prepared by familiarizing themselves with the technology now. There is a huge potential for growth using this technology.” 

This Knowland survey was conducted over a three day period from October 20-22, 2010. The full survey results can be found below. 

1. How much exposure have you had with mobile apps for the hospitality industry? 

a) Use them all the time Meeting Planners: 4% Hoteliers: 8% Total: 6% 

b) Use them occasionally MP: 16% H: 24% T: 20% 

c) Heard about one once or twice MP: 32% H: 8% T: 20% 

d) Haven’t had any exposure to them MP: 48% H: 60% T: 54% 

2. What are some of the most popular in your opinion? 
Responses varied. 
3. As a whole, what type of impact do you think mobile apps are having on the meetings and convention industry? 
a) Very positive MP: 12% H: 26% T: 19% 

b) Somewhat positive MP: 36% H: 26% T: 31% 

c) Somewhat negative MP: 0% H: 0% T: 0% 

d) Very negative MP: 0% H: 0% T: 0% 

e) No impact MP: 52% H: 48% T: 50% 

4. Do you believe mobile apps are: 
a) Current fad that’s not going to last MP: 4% H: 0% T: 2% 

b) Useful tools that are going to be around for a long time MP: 64% H: 71% T: 67% 

c) Not sure MP: 32% H: 29% T: 31% 

About The Knowland Group The Knowland Group is a proven innovator, developing intuitive marketing products and services that streamline and support event and group sales in the hospitality industry. The company, headquartered in McLean, VA, serves over 2,000 hotel clients and 17,000 users globally. Knowland has recently been featured on Deloitte’s Fast 500™ as the fastest growing company in the region and on Inc.’s Fast 500 as the second fastest growing company in the travel industry. For more information, visit, call 410-860-2270, or follow us on Twitter @knowlandgroup.

Megan Tate, Communications Manager 
The Knowland Group 
(703) 286-0852 

Also See: The Bed Bugs Aren’t Biting Meetings Planners; Knowland Survey Finds Planners most Concerned about Cost, Location, not Bed Bugs / October 2010
Latest Knowland Survey Shows Silver Lining in Cleanup Crews; Hoteliers surveyed show increase in transient bookings, take wait and see attitude on $20 billion BP claims fund / July 2010

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