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Mobile spotlight: User feedback improves Starwood’s app

Listening to traveler feedback isn’t just for your client-facing staff. It’s also a great way to improve your mobile marketing channels.

Just ask Starwood, who recently updated their SPG: Starwood Hotels & Resorts iPhone app (and launched a new Android app) based on what users requested.

New feature: You can securely store your credit card info.
How that helps users: Easier checkout. No more typing in that long credit card number, especially annoying on a phone.

New feature: You can store your corporate SET account number.
How that helps users: Easier checkout, just like above.

New feature: Multiple rates are displayed on one screen.
How that helps users: More convenience when deciding which option to choose.

Here’s what some actual users have to say about the updated iPhone app:

“Been waiting for some of the updates in this release. Nice job.” – Eyeedea

“Finally!! I have been waiting for this update which stores both the [credit card] and [corporate account] #.” – Clarence M.

With 4.5 stars on the App Store and 4.5 stars on Google Play, it looks like travelers are pretty happy with Starwood’s mobile app. So if you’re thinking about developing an app, or already have one, remember that apps are a long-term commitment. Listen to your users, dedicate the resources needed to make improvements and you’ll win over some of your most frequent and valuable guests.

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