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The Smartphone as the Hub of the Guest Journey
For hoteliers, this presents opportunities to provide service that is more personal, efficient, and accessible. Communication apps play a key role here. One example is GuestButler, a system that enables easy communication with guests via WhatsApp. This form of messaging perfectly aligns with how guests are accustomed to communicating today. Instead of calling the reception, they prefer to send a message.
Smarter Service
In practice, a large portion of inquiries can be handled through such systems. Providers report that up to 80 percent of guest questions are resolved automatically or semi-automatically. These often involve simple but important queries: Is a baby bathtub available? What fun activities are nearby this weekend? Or what time is breakfast served? Answering these questions via messaging keeps the process low-threshold for guests and reduces workload at the front desk. In addition, GuestButler helps hotels increase upselling opportunities. By interacting directly with guests via messaging, hotels can suggest room upgrades, restaurant reservations, spa treatments, or local experiences at the right moment, boosting revenue while providing a personalized touch.
Artificial intelligence is increasingly making these systems even smarter. AI can identify questions faster, provide appropriate responses, and learn which inquiries occur most frequently. It can even suggest local activities automatically, giving guests faster service and making them feel genuinely supported. 
A Hotel App That Feels Like Home
Beyond messaging, apps like Great Stay bundle a wide range of hotel services. Integrated with the hotel’s PMS, these apps synchronize reservation details, room information, and guest charges automatically. This integration makes the app efficient for staff while keeping it intuitive and useful for guests. Hotels can fully customize the app to reflect their branding and specific services, making it feel like a natural extension of the property. Even small boutique hotels can afford such solutions. Beyond replacing the paper hotel directory, the app allows guests to book a table at the restaurant, reserve a wellness treatment, access local guides, read digital magazines, or even send a physical card to friends, all without leaving their room. Great Stay also supports upselling by presenting personalized offers directly through the app. Guests can easily upgrade their room, book additional services, or purchase experiences during their stay, creating new revenue streams for the hotel while enhancing the guest experience.
Unlocking Rooms and Managing Feedback Digitally
The smartphone has become central to the in-room experience as well. Guests now expect to check in, open their hotel room, and control the TV or music through their phone. For opening hotel rooms via smartphone, Hotek Hospitality Group has developed Your Mobile Key, turning the guest’s phone into a digital keycard and removing the need for a physical key.
Complaint handling is also increasingly managed via the smartphone. Guests can provide feedback instantly, allowing hotels to respond quickly. Platforms like Great Review enable smart reputation management: hotels can respond to reviews, automatically share positive feedback on selected platforms, and filter negative reviews internally to resolve issues before it goes public.
Seamless Connectivity and Payments
Reliable Wi-Fi is now as essential as hot water. Guests expect fast, stable connections without complicated login procedures. Multiple codes or registration steps reduce the convenience that digital solutions promise. Payments are increasingly conducted via smartphone as well. Integrated payment solutions allow guests to pay for drinks at the bar or by the pool effortlessly. Transactions are automatically processed in the hotel system, reducing errors and freeing up staff time. The smartphone is no longer just an extra service channel; it is the central platform for the modern guest experience. Hoteliers who embrace this trend can work more efficiently, provide a more personalized guest experience, and even increase revenue through smart upselling opportunities.
Discover more at Independent Hotel Show Amsterdam, taking place 22-23 April 2026 at the RAI Amsterdam. sign up to our newsletter to be the first to hear when we open for registration!
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