1. The relationship between the hospitality industry and the mobile industry is a special
relationship. As explained by author Vanessa Horwell in the article Mobile Technology: How to Reach
Your Guests Where They Are, a special relationshiphistorically defined is one that combines deep
political, economic, and cultural values of close allies. While the mobile industry and the travel industry
do not necessarily share the same political values, Horwell states it is becoming clear that a “special
relationship” exists between these two partners for economic and cultural reasons. Why? Because
guests are rapidly adopting the mobile applications for a variety of uses specific to travel and they
expect hotels to accommodate them in the use of these applications.
The rapidly expanding mobile technology is built for on the go movement and communications
which if used effectively by hotels, can enhance the gust experience thereby increasing guest loyalty and
increasing hotel revenues. Within the hospitality industry these technological changes are being
referred to by some as a “revolution”. The potential scope of this revolution is huge. It is not just what
guests are currently doing with smartphone applications in the hospitality industry, but the anticipated
growth of M-commerce or mobile commerce by consumers in retail shopping and even online auctions.
According to Horwell, research indicates that in 2012 alone that eBay predicts mobile commerce sales to
reach $8billion in mobile commerce retail and this double what they did in 2011.
Airlines too have seensignificant increases in the number of passengers that use mobile
technology. Mobile booking just like mobile commerce is trending up. Horwell reports that in 2011
mobile booking stood at $2.6 billion and by 2013 was predicted to reach $8 billion. To attract these
travelers, southwest airlines launched an add campaign to make those travelers who use iPhones aware
that they can now use their phones to see flight status updates, check in, make care reservations and
there is link to offer further rewards in the form of discounts. In addition, Horwell further reports
Southwestnow offers a free app downloadable from iTunes that includes international flight check-in
with a mobile boarding pass thus creating an entire mobile experience.
The impact of this data is clear. If travelers are using their mobile phones to purchase clothes,
order food and book airline tickets they are clearly ready and eager to use them on business and leisure
trips. This is especially exciting news for hotels because the larger hotel environment, both off-site and
on-site, includes the purchasing and use aspects consumers have already been using in the restaurant,
airline and retail industries. In addition, Horwell’s research shows thatmore than half the mobile
bookings (52%) will be done directly through the branded hotels and not through travel agencies. So
now it is becoming clear why thehospitality industry and the mobile industry have a special relationship.
To get the most benefit out of their special relationship, hoteliers need to get over their fears
with regard to implementation costs, IT staffing and data security risks, Horwell advises. In addition to
booking, mobile technology is influencing other aspects of the hotel experience such as contactless
payment methods and keyless electronic doors. With mobile technology guests can access mobile
check-out, make witless dining reservations or even purchase tickets for day trip excursions. Also, in
combination with the hotels Wi-Fi network, mobile technology can enhance the guests in room
entertainment experiences with movies and music. Imagine using your phone like a GPS system that
would provide virtual map for guests to find their way within hotels or their app advised them of daily

2. deals at hotel venues. Undoubtedly the opportunities for increasing revenue while enhancing the
guests experience are almost limitless. Clearly, the special relationship between the mobile industry and
the hospitality industry is one that has a bright future to be appreciated by all.