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Hard Rock aims to improve customer experience with mobile

March 10, 2011

The Seminole Hard Rock Hotel & Casino rolled out a mobile Web site and applications for Apple’s iPhone and Google’s Android devices in a move that recognizes the hospitality industry’s growing foray into the mobile space.

Both The Hard Rock Hollywood and The Hard Rock Tampa locations offer an application, which customers can use to learn useful information about the hotels, casinos and nearby attractions. The applications were developed by MacroView Labs. 

“Smartphone use is increasingly on the rise and will soon dominate the market,” said Jeanine Repa, senior vice president of brand marketing at Seminole Hard Rock Hotel & Casino, Hollywood, FL. “It is a PC in the pocket of our guests, which we pride ourselves on accommodating.”

Seminole Hard Rock Hotel & Casino operates resorts in both Hollywood, FL and Tampa, FL, featuring accommodations, gambling, restaurants, bars and entertainment.

Entertainment made easy
The applications are designed to serve as a mobile concierge, letting customers explore the area by browsing local restaurants, attractions, spas and theater options.

Through the application, customers can browse shows and even purchase tickets, book spa appointments, view menus and make restaurant reservations. Details about celebrity and DJ appearances at nearby clubs and venues are also available.

Any page can be saved and added to a personal itinerary, which guests can access and change at any time.

Users can browse nightlife options through the application

Social media sites such as Twitter are also integrated

Gambling is also made easier through the applications, which lets users review the rules to different casino games and even register for poker tournaments.

Customer engagement
The mobile site and applications are intended to help customers feel more connected to the hotel, and do so through the plethora of information they offer, including detailed maps of the casinos, hotels and surrounding areas that help visitors navigate both the Tampa and Hollywood properties.

“The Hard Rock mobile app is the first step in utilizing technology to enhance our relationship with current and future guests quickly and cost-efficiently,” Ms. Repa said.

“The Hard Rock brand has never been more relevant and the app is a real-time way to keep our fans engaged with what’s hot and happening now,” she said. “We see apps as tremendous opportunities.”

Hundreds of pages of content are available through the free applications, including feedback surveys and social media integration. Without leaving the application, users can connect to Twitter, Facebook and Foursquare.

Customers can preview rooms and take advantage of special offers by booking through the application, and can order room service before even arriving at the hotel.

Location-based functionality is a key aspect of the applications, providing users unique features such as the ability to drop a pin in a GPS map to remember where they parked.

“We take a multi-faceted mobile approach based on marketing needs at the time, including QR codes and SMS,” Ms. Repa said.

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