Mobile luxury, or apps not for everyone.
Mobile luxury, or apps are not for everyone
Most of the time, the goal of releasing an app is to have it used by as many people as possible. However, just as in the case of material things, so in the case of mobile applications, we can divide the products into two categories – for “ordinary mortals” and luxury ones. Of course, the latter have a decidedly narrower user base, but that doesn’t mean it’s not worth investing in luxury mobile solutions.
Moreover, even an “ordinary” app can take a lot of inspiration from these “luxury”.
As an example of a luxury application can serve the application of the Ritz-Carlton hotel, which was the first of the world’s most prestigious hotels to decide to make a mobile application. Initially, the application may arouse mixed feelings – after all, a mobile application requires the user to act, to take the initiative, and in the case of true luxury, shouldn’t it be others who “jump” around us, so that we don’t even have to lift a finger? On the one hand, yes, however, not everything can be done for us, or we simply prefer to take care of it ourselves.
Thanks to the app, contacting hotel staff can be not only faster, but also more convenient.
What the Ritz-Carlton luxury hotel app offers? First of all immediate contact with hotel staff, Information on special offers, restaurants or a calendar of events. In addition, of course mobile hotel service (m.in. possibility of ordering a meal to the room) or special services on request (ordering extra towels, soap or puce service). With the help of the app, you can both check in and check out of a hotel. Mobile check-in streamlines the entire process of arriving at the hotel (as well as checking out of it) – you can check in, for example. while in a cab, entering their data and approximate time of arrival to receive a text message back, at which time the hotel room will be waiting ready.
The mobile application also allows constant contact, Acquiring from the customer him valuable feedback, as well as intensifying their loyalty by offering special offers or rewards.
Forbes points out the apparent uselessness of mobile ordering of a drink or meal, since the trained staff at such prestigious hotels are taught to respond to the slightest gesture from the customer. However, there is bound to be a group of customers who manage their entire lives, both professional and private, with the help of a smartphone, and will be happy to start managing the hotel service as well, without the need to exert their voice.
Selfie from the hotel on Facebook
An additional, more “fun” feature is sharing memories and experiences in social-media channels. Brand loyalty involves building memories – this serves to strengthen the brand-customer relationship, and the mobile app can help with this. In the Ritz-Carlton app, this is possible by modifying photos with special filters, stamps and captions, which can then be shared on social-media as a souvenir of the trip (and simultaneous promotion for the hotel).
Application smarter than service
A mobile app used by companies offering luxury services must not only work flawlessly, but it can also fulfill an additional task – strengthening ties with loyal customer. The casual, transient customer will never download the hotel app anyway, while the loyal one will. Just as in a hotel a regular guest wants to be greeted by name and treated like an old friend, the same feeling should be given when launching the mobile application.
The mobile app is supposed to fulfill the function of the best hotel bartender – to know more about the customer than about himself, to fulfill his whims before he knows what he needs, to provide assistance at any time and in any situation.