An Importance Performance Analysis of smartphone applications for hotel chains

Abstract

The proliferation of smartphone ownership and mobile travel bookings has persuaded hoteliers to develop mobile strategies and develop applications (apps). To investigate the customer perception of these apps, a two-stage methodology was applied that identifies the available features and functions on 20 hotel chain apps. Next, the importance and performance of these 51 identified features and functions are then rated and analysed using the Importance Performance Analysis (IPA) framework. Most of the features and functions under “Reservation Information” and “Hotel Information” are commonly available, and are rated high in importance and performance, which is located in Quadrant two, “Keep up the good work”. “At Hotel Functions” are not commonly available, but rated important by customers, thus placed in Quadrant one, “Concentrate here”. Thus, IPA highlights specific, exclusive opportunities for hotels to engage via apps with customers during their stay.