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The number of hospitality customers making orders with their smartphones has doubled in the last two years, according to research from CGA and Zonal’s GO Technology report.
The report found that 40% of those aged 25 to 34 preferred to order from their phones rather than queue at the bar or wait for table service.
Of the 5,000 respondents asked, 67% said they would spend more if they could order from their mobile devices.
With many hotels offering on-site bars and restaurants, these findings could potentially lead to a change in the way they operate.
Clive Consterdine, sales and marketing director of Zonal, said: “The rise of smartphone technology over the last 10 years has changed the way in which we communicate, shop and pay for things.
“The hospitality sector is opening its eyes to the opportunity technology can bring to enhance the customer experience and drive sales. There is still room for improvement and it’s those operators that embrace the change that will reap the rewards.”
Company apps proved to be popular among respondents, with 30% claiming to have downloaded one, and 51% of those who hadn’t would consider doing so in the future.
Costerdine added: “The apps need to deliver advantages, from making a reservation to ordering and paying for food and drink ‘virtually’, to personalised offers and rewards.”
