Mobile technology has given the hospitality industry a way to engage with hotel guests in innovative ways, like; mobile check-in, keyless entry, room services, and more. The competitive landscape is constantly changing with new players, app features, services, or adjustments to existing features.
As part of the mobile team at Marriott Ecommerce, I conducted a thorough analysis of the competitive landscape. The results of which were used to prioritize new and roadmapped features, as well as update benchmarks in executive presentations.
I assembled over 50 digital touchpoints a guest would or could encounter before, during and after staying in a hotel. These included, mobile apps, responsive websites, redemption purchases, local attractions, hotel events and entertainment to name a few. I then scored each item according to its own criteria and scale, captured screenshots, and compiled my notes.
Comparison of Mobile UX & User Flows
OTA Reservation Screens
After reviewing industry-wide travel apps, the simplicity of this UX far exceeded others.
I observed wide parity in features but with vastly different UX and functionality. These screens in particular stood out for their simplicity in presenting complex information. From cash vs redemption room rates to a streamlined payment and confirmation screen. Even required CVV and passbook integration.