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1 What s some of the most valuable real Estate in travel today? It s not prime beachfront or slope-side property. It s actually a small space on the home screens of smartphones. Smartphone users are dedicated to their devices, and increasingly, that dedication is expressed in time spent with apps. According to TechCrunch, smart-phone users spend an average of more than two hours and 15 minutes using apps every day about one month out of the year. By downloading and installing your app, users commit to a deepening relation-ship with your brand, making it a part of their lives, says Ralph Fiol, assistant vice president for digital innovation at Interval International.

2 If your company doesn t have an app, you re missing out. Although social media, productivity, and communication apps dominate, smartphone users increasingly expect the companies they interact with, especially travel brands, to have their own apps. In the hospitality business, mobile apps have become central to the customer relationship. According to Power s just released 2017 North America Hotel Guest Satisfaction Index Study, incorporating mobile apps and functionality into a hotel stay is associated with higher guest satisfac-tion. It also makes guests more willing to share their positive experiences via social media.

3 In addition, guests who download Premium Real EstateEarn Space on Your Owners Smartphones BY JUDY KENNINGER, RRPTECH42 Developments and use a hotel s mobile app are more satisied overall and have greater loyalty to a brand. While only 19 percent of all guests have downloaded a hotel app, 70 percent of rewards members have done so. According to Rick Garlick, practice lead, travel and hospitality at Power, hospitality companies must encourage easy utilization of technology. By forging direct relationships, he adds, they can be guard-ians of the guest experience. Why an App?

4 Although a website that s been optimized for mobile phones can deliver a good experience, users prefer service providers that understand their preferences and make recommendations tailored to their speciic needs. According to Forbes magazine, Starbucks has had success with its app because it makes it easier for customers to pay, while delivering additional perks, such as discounts or free drinks. his is particularly important for millennials, who integrate mobile technology into every aspect of their lives. Another success story shared by Forbes discusses the Nike+ apps. Although the apps don t push itness wear, they make the brand an integral part of its customers daily activities.

5 In addition to tracking workouts, users can curate playlists for their runs, set goals, compete with friends, or share their performance. he brand s ability to connect with customers and encourage them to tell their own stories has created more user intimacy (and a growing user base of more than 28 million) with passionate athletes using the apps on a regular basis, Nike gains detailed, high-frequency information about its cus-tomers. Nike can use this information to drive engagement, and ultimately, proit. Apps have multiple advantages over a mobile website. An app allows you to deliver a more personal experience, one that is geared toward touch interface, Fiol explains.

6 It makes it easier to ind and interact with data, and it s faster in terms of response times. Overall, it s just a better experience than delivering similar information on the browser, where you don t have the beneit of all the device s capabilities. Although a great search engine optimization program brings people to your marketing stream, an app cements the relationship. he digital world has naturally coalesced into a funnel, where the majority ind a brand through the mobile web .. but spend most of the time in the mobile app. he web gets eyeballs, apps keep them, advises an article posted by digital agency Applause, which counts Facebook, Google, Starbucks, and Expedia among its users remain logged into their own accounts, personal information and preferences from their mobile devices are readily available.

7 At Interval, we leverage this information to tailor messaging and present ofers according to membership tier and geo-graphic location, Fiol says. Pointing the WayOnce you ve decided to ofer an app, what are some key considerations? Here are some pointers from the experts. Make it valuable. According to hospitality technology innovator Intelity, apps must have an obvious value. hey must be worth the time it takes to download and engage with them. hey should provide a luid, thoughtful experience that serves the best interests of the end-user by providing them with con-venience, beneits, and a voice that is heard by the brand they want to interact with.

8 Features such as direct messaging, mobile check-in, and mobile hotel room keys are a step in this it immersive and effortless. If your company decides to ofer a branded app, make it easy for consumers to leverage the device s native features, such as cameras, notiications, and GPS. New Again At Interval, Fiol puts his knowledge to good use as the company continually updates its popular Interval International app, which was introduced five years ago. Our goal is always to create digital experiences that engage consumers on and off vacation to create long-term relationships that drive revenue, he explains.

9 His team has created native apps specifically for both iOS and Android devices. To learn more about the app and how it s evolving, Developments also spoke with Madeline Berges, Interval s vice president, e-commerce and digital marketing. The big benefit of the Interval International app will be the combined search for available inventory so members can look for Getaways, exchange, or both, Berges says. They will be able to easily compare all their options within the app. In addition, search capabilities are being enhanced with the ability to view multiple destinations and resorts.

10 The app also takes advantage of the device s native features. Once a member decides to book, they can post to social media or send the infor-mation to friends and family via text messaging or email. They can locate nearby resorts using their phone s GPS. If a member is purchasing a Guest Certificate, they can access the contacts on their smartphone to populate the addition, their versatile app includes a digital Resort Directory with photos, property descriptions, resort amenities, and other information. You can start with a map and drill down or swipe back and forth, Berges says.