Mobile apps can be about more than just advertising – Hyatt Hotels and Resorts is using its mobile app, launched at the beginning of this year, to integrate its guest experience. “We’re doing 30 percent of all of our traffic through mobile, which includes mobile web, mobile apps and tablets,” said Bill Bernahl, VP of e-commerce and marketing technology at Hyatt. While both Hyatt’s mobile website and app offer basic information, such as the ability to search for hotels, view photos and other basic information and book, the app offers a richer experience aimed at frequent Hyatt customers, Bernahl said. The app integrates with Apple’s Passbook, offers access to Hyatt’s Twitter concierge @hyattconcierge for customer service requests and can act as a card for Hyatt’s loyalty program. Having a mobile website and a richer app helps Hyatt reach the broadest possible customer base. “While a lot of people have smartphones, there are a lot more regular feature phones, so if you use only apps you’d be leaving out a lot of people, especially in developing markets,” Bernahl said. Get the full story at Hotel Management Read also "The newly redesigned, shaped by research and guest insights"