Introduction
Many hotel mobile application development initiatives fail to make their presence known; this is not due to the quality of the application, but rather results from the fact that most hoteliers view guest app adoption as a marketing responsibility or something that will be dealt with once the app has been rolled out.
In fact, guest app adoption forms an operational framework that represents a combination of communications, signage, staff habits, incentive programs, and measurements – cutting across all departments in the organization.
In this playbook, I’ll demonstrate all the levers that facilitate usage: pre-arrival communications, QR code placements, scripting of staff, incentive programs, conversion tracking, and provide an easy-to-follow measurement model that will allow you to determine what’s working and what’s not. The intended audience for this playbook: founders of companies who operate hotels; owners and operators of hotels looking to develop a guest experience mobile app that can be used successfully by guests without incident or inconvenience to hotel staff.
Yes, we will be practical in the manner in which we present this playbook. After all, the mission of Appricotsoft is simple: to create software we are proud to put our name on; software that provides functionality, a clear purpose, and enhances the overall customer experience.
The Real "Feature": Why Adoption Matters
A digital concierge app with messaging, check-in features, room service ordering, and upsells can be designed beautifully, but if your guests don’t see it or have never heard about it, you will likely only get single-digit adoption rates (they don’t see the app as a benefit).
There are numerous reasons why guests won’t adopt your app, and typically, one of these will usually cause a failure:
1. The value proposition is unclear to the guest in their first 10 seconds of using the app.
2. Guests don’t know about the app until after they have already resolved their problem using another solution.
3. The hotel staff does not know when to recommend the app and/or how to recommend the app.
4. There is an unnecessarily long “path to first usage.”
5. Hotel staffares not monitoring the app’s conversion rate, and therefore won’t make any improvements.
To ensure you get the highest adoption rate, you need to change how you view the app from a product to a behavior change program.
Therefore, the playbook should be focused on the moments that guests experience before booking a hotel (booking → pre-arrival → arrival → in stay → checkout → post-stay).
The Adoption Funnel (The one you require)
Consider the adoption funnel of the hotel app through five steps:
1. Awareness – the guest becomes aware that the app exists.
2. Activation – the guest opens the app and successfully navigates past the first screen.
3. First Success – the guest completes a significant action within the app.
4. Habit – the guest uses the app again in the same stay.
5. Return – the guest uses the app on future stays.
Your task is to eliminate any friction between each of these five steps and to ensure that the “First Success” step is as easy as possible.
Choose two to three possible actions for guests to achieve their first success (i.e., making the guest’s experience easier):
1. Mobile check-in or express arrival instructions to their room.
2. Wi-Fi access and/or property information.
3. In-app chat or requesting additional towels.
4. Room service ordering through the app (i.e., hotel room service ordering app).
5. Late check-out or upgrade requests through the hotel upselling app.
Once these two to three actions are completed successfully by your guests, you can continue to build on those successes!
Part 1: Pre-arrival communications that actually drive utilization
The beginning of adoption begins before your guest arrives at your hotel; the only time a guest can calmly plan for their arrival and stay, without worrying about travelling with baggage, children, or waiting in a line, is before their arrival. Hotels that are successful in this area utilize pre-arrival communications as a way to say to guests, “This will help make your arrival/stay easier.”
Utilize a three-touchpoint pre-arrival communications strategy (simple and effective).
You don’t need to have ten email communications. Limit your communications to three.
1. Immediately after the guest books their room (Confirmation Page and Email)
- Objective – Establish Awareness and Build Trust
- Messaging – One line specifying an app, plus one benefit. (i.e., “Manage check-in, requests, and local tips all from one place.”)
2. 72-48 Hours Before Arrival
- Objective – Activate Use of App.
- Messaging – One CTA with a deep link. (i.e, “To speed up your arrival, complete your check-in in 60 seconds.”)
3. 24 Hours before Arrival
- Objective – Achieve First Usage
- Messaging – Detail the specific action the user must take to complete (i.e., “Tap Here To Receive Parking and Arrival Instructions (and skip the front desk to check-in).”)
Many people believe pre-arrival communication is a key part of establishing the guest’s first impression and level of engagement before the guest arrives.
There are some key rules to follow:
1. Use One Call-To-Action Per Message. Don’t provide six calls-to-action in one message. (i.e., use only one call-to-action)
2. Use Plain Language. “Skip The Line” is not as powerful as saying “Digital Transformation”.
3. Link Directly To The Action; Don’t Link To The Home Screen.
4. If you support different languages, detect the user’s language automatically.
If you want a deeper UX guide, here’s a related Appricotsoft post that pairs perfectly with adoption planning: Frictionless Hotel App UX.
Part 2: QR Placements That Convert
QR codes function very effectively in hotels when considered as a genuine channel with a specific intent, and not just as random stickers placed everywhere.
The term QR placement becomes synonymous with moment design.
A QR code converts this way:
1. A guest needs help right now.
2. Scanning the QR code is the quickest way to get help.
3. The landing page is focused on solving the need that the guest has.
High-Performance QR Code Locations (with Correct CTAs).
- Front desk or queue area: I need to avoid the wait! Use the QR code here to check in.
- Elevator and lobby waiting area: I need extra towels or pillows! Use the QR code here to get towels or pillows sent to my room.
- Room key sleeve: I need access to the WiFi and other hotel essentials in 10 seconds! Scan the QR code.
- Desk or TV in your room: I need to order room service! Use the QR code to order.
- Bathroom mirror: Do you need anything? Are you in the bathroom? Send a message to the hotel via the QR code.
- Pool and spa: I need to reserve a time to use the pool or book a drink! Use the QR code here to reserve a time or order beer or wine.
QR Copy Templates (Borrow these)
- Scan here for WiFi and hotel essentials.
- Scan here to reach the front desk and get help fast.
- Scan here to order room service.
- Scan here to see if you can have a checkout later.
- Scan here to make a spa or activities reservation.
Landing page rule: one action.
If a QR code drops your guest into a complex menu, then you have lost that guest. QR code > one action > confirmation.
If you are using a QR code to provide contactless services or order items, there are many good hotel examples of this, and many good resources available regarding how to get started while keeping the guest experience.
Part 3: Staff Scripting: An Adoption Accelerator that is Underrated
Successful adoption campaigns are staff habits, not a marketing effort.
Give a guest a better chance of adopting your application by:
1. Explaining how Registering Will Help You
2. Explaining When Registering Will Help You
3. Explaining What to Do If Something Goes Wrong After Registering
You will want to have a scripted “10-second script”:
Training your staff to say: One sentence + One benefit + One action
Front Desk (Check-In):
“Here is our app; if you need anything while you are here, you can use this messaging function. If you need anything, this is the quickest way to get it; scan here to see what we offer.”
Concierge / Lobby Staff:
“If you are looking for local recommendations or booking opportunities, you have one place to go via our app; scan here to get access.”
Housekeeping (in the hallway / In Your Room):
“If you are in need of extra towels or your room amenities, the quickest way is to click here; just scan this QR code.”
How to Make It Easy for Staff:
- One laminated cheat sheet with the script written on it.
- Include a “When To Recommend” section (When you check in, at first request from the guest, or if they have questions during check out).
- Provide a fallback line to staff members: “If the application is not helpful to you, just call us anytime.”
This way, you are providing something that is helpful to the guest, but not pushy.
Part 4: Non-Cheap Incentive Programs
Incentive programs succeed when the guest’s goals are met (for example, to be more convenient, comfortable, and receive value) as well as the hotel’s (reduce call volume, increase upsells, increase reviews).
Good Example Types of Incentives:
- Convenience Incentive: “Express Check-In Through an APP” Best Type of Incentive: “Time”
- Soft Perk Incentive: “In-App Welcome Drink Coupon”
- Operational Reward Incentive: “Request Housekeeping On App for Time Slot” = Reduced Chaos
- Upsell Option Incentive: “See Upgrade Options” Instead of “Pay More Now”
Example Incentives to Avoid:
- Large Discount Incentives that Send Guests a Message to Wait for Promotion
- Complicated Point Systems as an Incentive (Unless You Already Have Loyalty Program)
- Incentives that Require Staff to “Approve” Every Time as an Incentive = Cannot Scale.
Part 5: Measure User Adoption Like a Product Team, Not a Vanity Metric
If you only focus on downloads, you’re going to mislead yourself.
Instead, track conversion to important actions which confirm that the app is valuable. In analytics, these are known as “key events” (as defined by Google in GA 4).
There Are Six Important Metrics That Measure User Adoption:
1) Activation Rate: installs → first open
2) Onboarding Completion: first open → being able to use the core feature
3) First Win Rate: first open → completion of at least one key action
4) Repeat Use: completion of at least two key actions
5) Deflection Rate: number of requests handled in-app versus phone calls
6) Upsell Conversion: number of views that lead to purchase (upgrade, late check-out, etc.) For example
Key Actions to Track (Choose Your Top 5-8):
1) Completed check-in
2) Sent first message
3) Placed first room service order
4) Submitted service request
5)Opened digital key (if applicable)
6) Viewed upsell
7) Purchased Upsell
8) Left feedback/rating
If you have already established an analytics mindset, this post from Appricotsoft dives deeper into how to measure a hotel app using analytics: Using App Analytics to Improve Hotel Operations and Guest Satisfaction.
Adoption Experimentation Plan (4 Week Implementation Plan):
A simple, easily repeatable process that causes minimal disruption.
Week 1 (Baseline & Funnel Setup)
- Identify 2-3 “1st Win” Actionable Tasks
- Set up event tracking for those tasks.
- Determine baseline data (current usage).
Week 2 (Pre-Arrival Improvements)
- Make three enhancements to your pre-arrival message sequence.
- Add deep links for 1st Win Tasks.
- Test (A/B) subject lines and call to action copy.
Week 3 (On Property QR and Staff Scripting)
- Place 5-7 QRs (expected initial number, not 50).
- Create a quick, easy-to-remember script (10 seconds or less) for your staff to use.
- Track the number of scans and their result.
Week 4 (Incentives & Refinements)
- Add one incentive tied to the 1st Win.
- Determine which step has the biggest drop off.
- Make adjustments to the processes where necessary (UI and/or operational).
Common mistakes to avoid
Hospitality apps constantly experience problems:
- Launch with lots of features, so there isn’t a clear “win” for users
- Tons of QR codes without a unique landing page experience
- Not training staff on the use of the app, therefore guests will not be made aware of its existence
- No integration plan with the hotel’s PMS means that the app cannot personalize or automate: Guest Name, Booking State, Room Status.
- Not tracking metrics means users won’t see any improvement in their use of the app; if they’re not using it, the adoption rate will not improve.
If you are planning to integrate with a guest’s PMS, a payment system, or messaging services, make these “guest friction-reduction and staff workload-reduction” strategies to drive adoption of the app!
Frequently Asked Questions
How Many Guests Will Use A Hotel App?
This is largely dependent on the type of property, and how well you can get your first wave of guests to download and start using it. Absent from that equation is the “real world” elements of operating the app (pre-arrival activities, use of a QR code for winning guest, scripting for staff, providing easily understood incentives to guests).
A Web Based ‘Mini App’ Is Sufficient or Do We Need Native iOS or Android Solutions?
Web-based experiences can work for guests with some degree of accessibility via QR code, with only limited number of repeat stays being served through the use of push notifications, offline functionality and further personalization when using native/cross platform solutions. Ultimately, the decision regarding how you choose to develop your mobile application will depend on the profile of your guests and the desired goals.
What First Steps Should I Take If Working On A Limited Budget?
If you are unable to fund a project at the outset, begin with the areas of messaging and request flows or presenting check-in options to guests and implementing that from day one. For cost clarity, check out our post detailing the various factors affecting a hotel app’s overall budget and development timelines – What Are the Real Factors Impacting Hotel App Costs
How Do I Avoid Annoying Guests With Too Many Prompts?
By creating messaging that is clear and concise with value. Avoid using multiple prompts and allow guests the opportunity to “opt-out” of receiving any additional prompts or messages, allowing guests to feel as if they are in control of their experience.
Everything Starts With Adoption
At Appricotsoft, we prioritize Adoption as an integrated part of our delivery process and not an extra step after go-live. From our experiences, we have learned that providing an outstanding hospitality product is more than just building a great system. We also must focus on how we provide service to our guests and ensure that we have the proper operational processes in place to measure our success.
We use Unison Framework as a tool to ensure a predictable and transparent delivery process (weekly demos, shared source of truth, decision log, risk log, checklist, etc.) and build in quality to prevent the rollout from becoming a black hole. The use of Artificial Intelligence gives us the ability to move faster; however, people ultimately own the outcomes.
- We define your first-win actions early (to ensure that UX and tracking processes are focused).
- We design QR journeys as a flow (scan, take action, receive confirmation).
- We provide staff with scripts and checklists to operationally support the Adoption of the new solution.
- We instrument analytics data to measure our successes (which allows for continuous improvement of Adoption over time).
- We do integrations (property management systems, payment, and messaging systems) as friction reducers rather than simply “nice to haves.”
If you are looking to develop a guest-facing app and would like an outline of the rollout process, please refer to our Roadmap to Success: Developing a Hotel Guest App.
Conclusion
The leading hotel apps do not “go viral” but instead have intentional adoption incorporated into the guest journey, such as:
- Pre-arrival communications that highlight a single clear benefit for the guest
- QR placement tied to actual experiences
- Staff scripts that sound knowledgeable and approachable vs. appearing pushy
- Incentives that add value and convenience to the customer
- Metrics that measure actual use (key actions taken), not just the number of downloads
If you are looking for help with building (or rredeveloping your hotel app development project through planning and rollout, Appricotsoft can partner with you in executing a plan for long term success.
👉 If you are interested in a mobile app development quote and to map your adoption funnel and the rollout plan, join today.