With the experiential travel market growing from strength-to-strength, hoteliers are looking for a variety of ways in which to tap into this segment. Following years of global success with its ‘buy one get one free’ offers for the food and leisure industry, the Entertainer is now launching an app dedicated to the hospitality market, which will allow hoteliers to provide a more rounded guest experience.

The Entertainer guest app will initially focus on the UAE. Though the app is equipped with content suited to over 160 worldwide destinations, the UAE was the chosen location for its debut due to its position as one of the fastest growing hospitality markets globally and one where the brand has great relationships with the hospitality industry.

According to the Skift Megatrends report, 67% of travellers use mobile devices to research destination plans.

And with Dubai targeting 20 million tourists by 2020, it seemed a logical step for the Entertainer to develop the Entertainer guest app and help hotels meet the mobile demand. “Uniquely, Entertainer guest gives guests an enhanced vacation experience, whilst highlighting a property’s own in-house services and F&B in a more personalised manner,” reveals Donna Benton, founder and chairman of the Entertainer.

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Often, hotels find it challenging to keep guests on their property long enough for them to discover everything on offer. The app acts as a ‘mobile concierge’ and facilitates the discovery within the hotel as well as encouraging guests to explore the country’s offerings too.

“With the hotel market becoming more competitive, guests are demanding digital interaction and they want even quicker access to information.  While some hotels do offer app services, they are usually focused on room bookings rather than promoting hotel outlets and facilities, promotions or experiences outside the property. Entertainer guest  aims to help guests and hotels communicate more easily with each other and subsequently increase the hotel’s revenue by enhancing its offering,” says Benton.

The app comes with a day planner suggesting ideas for what to see and do; city guides as well as instant booking of tours and attractions. A guest could buy ‘skip the queue’ tickets for the At The Top — Burj Khalifa attraction while obtaining a discount voucher for a spa or restaurant through the same app.Guest reviews also offer insights into the best things to see and do in and around the country — offering full transparency and objective reviews.

“We know that the first step of exploration by a traveller is usually done on their mobile. Entertainer guest can help hotels engage with their customers via mobile without having to invest too much time or money into the infrastructure and maintenance of their own technology platform,” adds Benton.

While the app certainly appeals to the likes of the millennial customer and the digital traveller, the Entertainer notes the mutual benefits to the hotel — that it complements its current data and marketing strategies; allows it to understand guest habits and preferences; and allows the hotel use of an own-branded app which fits its own profile.

Further, Entertainer guest feeds on the extensive knowledge gained through decades of experience of the team running the Entertainer which is available to 40 destinations across 15 countries and has successfully transitioned from a print publication to a data-driven technology company.

Entertainer guest is expected to launch in mid-September 2017.

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