Ritz Carlton has hopped on the digital bandwagon with the release of its first iPhone and Android-based app recently launched in Malaysia.
The global app will allow users to make reservations at Ritz-Carlton hotels and resorts worldwide, access their rewards account, view and edit upcoming reservations, browse information and photo galleries and view recommendations and tips, among other functions.
Information provided via the app will be unique to each country, offering concierge tips, recommended f&b outlets and locations, as well as recommendations by The Ritz-Carlton president and COO Herve Humler.
"The key in today's digital environment is to create an app that is relevant and meaningful to today's guests and it has done that in a way that reflects the values of the brand," Oliver Ellerton, public relations manager of The Ritz-Carlton KL, said.
While the app will be updated every three to four weeks, a QR code experience from within the app is undergoing trial in 20 Ritz-Carlton hotels worldwide to offer more features.
The app will primarily be targeted at hotel guests via in-house and in-room collaterals and key cards. It will also be promoted via the Ritz-Carlton Kuala Lumpur Facebook and Twitter site.
Ellerton said, "Our 24-hour butler will of course be our most valuable marketing tool as they interact with our guests constantly. Our butlers will demonstrate to our guests how the app works."