Proximity marketing allows hotels to “talk” to nearby mobile devices
Mobile proximity marketing is a new tool available to hotels and service suppliers to reach guests via mobile devices after they check in. But this is not done by sending simple text messages. Promotions are sent using wireless Bluetooth technology whenever guests are within around 90 metres of the property’s digital signage, which can be placed, for example, in the restaurant, bar, lobby or guest rooms. The technology essentially lets these digital signs to “talk” and interact with nearby mobile devices.
Guests’ responses to the promotions can also be measured in real time, monitoring what guests actually want. Research shows that proximity marketing raises the response rate of regular mobile-based marketing, and there is an estimate that the amount spent on mobile proximity marketing in the US will increase from $0.8 billion in 2010 to $5.81 billion by 2015.
[pictured: HTC TyTN II smartphone]