Criton launches second-generation app for hotels

Users promised high ROI by through personalised experience

Criton has launched a second-generation mobile application for its hospitality sector clients.

The firm provides apps aimed at luxury hotels that want to provide an enhance guest experience through mobile device.

Criton 2.0 was launched this month with a range of enhanced features which the technology developer said were designed to put both hotels and guests at the heart of what it does.

Users of the app were promised high return on investment by being able to provide guests “end-to-end luxury” through “the highest level of personalised experience”.

The app offer integration with digital door key and property management systems (PMS) and Criton says it will drive direct bookings and help hotels reduce OTA commission payments.

Criton founder and chief Julie Grieve said: “Offering guests choice in how they engage during and throughout their hotel stay is at the heart of commercial success for luxury operators.

“The second version of Criton has been designed to include a complete build package customised to each customer’s business.

“For hoteliers, Criton offers more than just guest engagement. We are shaping the future of luxury guest technology.

“The result is a highly responsive and user-focused experience for guests which not only enhances their stay but very quickly adds value to the bottom line for our hotel operators, resulting in increased spend per head, higher repeat visit frequency and stronger online advocacy.”

Features on the new version of the app include:

• Guest account creation and login to the hotel app for a personalised and secure online journey to complement their stay;
• In-app check-in, saving guests time at reception. This is delivered via integration with the property’s PMS system.
• A digital door key. This feature works with the hotel’s PMS and is being introduced initially in partnership with international lock and entry system manufacturer Assa Abloy.
• Access to enhanced data and analytics on how their guests are engaging with them pre, during and post-stay.

Criton research has found that 74% of accommodation guests would use a hotel app if the hotel they were staying in had one, and 62% would be likely or very likely to check-in to a hotel via an app.

The firm said industry statistics show that a hotel can increase food and beverage revenue by 18% if they offer in-room ordering via an app.

Criton estimates that an average 100-bedroom hotel with a £300 ADR could generate £73,000 per annum through OTA savings and an increase of in-stay spend.