It seems counterintuitive, but Luxor Hotel and Resort’s success with its nearly year-old mobile app depends on something that lacks mobility: stationary promotional messages inside the pyramid-shaped Las Vegas hotel.
“The key to our success has been on-property marketing,” says Brad Goldberg, vice president of marketing for Luxor and its sister hotel Excalibur. Luxor, part of the MGM Resorts International chain, also promotes its mobile app via e-mail, but the on-property materials have proven invaluable, Goldberg says.
Signs near the registration desk and throughout the hotel inform guests about the app, prompting many to download it as they check in, he says. Luxor used its Facebook page to ask for suggestions on where to place signs about the app, eliciting 130 comments. Many suggested the registration desk, on guest receipts and inside elevators.
Since the July 2010 launch, the mobile app has generated more than 75,000 downloads and almost 1.7 million page views, Goldberg says. Currently, the app is downloaded an average of 2,000 times a week, he adds. Versions are available for Apple Inc.’s iPhone and smartphones using Google Inc.’s Android operating system. Travelers can use the app to book a room and buy tickets to shows at the resort. They also can use the app’s map and GPS functionality to guide them around the resort. And they can view special promotions in the mobile channel. Goldberg declined to reveal data on room bookings and ticket sales through the app.
Users also can view Luxor’s Facebook, Twitter and Foursquare pages within the app. This allows them to see special social promotions and keep up to the minute on events around the resort. “The goal is to interact with our guests in a more one-to-one basis,” Goldberg says.
Realizing that not all guests have smartphones, Luxor also has a mobile site that sports a much simpler interface, but retains much of the functionality of the smartphone app minus the social media links. The site was designed with feature phones in mind. Feature phones are the predecessors to smartphones; while they can access the web, they cannot run apps.
The apps and the mobile site have another purpose, Goldberg says. “This app helps drive overall loyalty to your resort,” he explains. “It’s about how you engage with your guests. You want to do whatever you can to attract your guests.”