The number of hospitality businesses developing their own apps has risen by 400 per cent in the last 12 months.
The figure was revealed in the latest GO Technology report from Zonal and CGA, which also shows how customers are turning to brands for apps.
According to the survey of 5,000 adults, 82 per cent said they are more likely to use an app developed by a hospitality business rather than by a third-party provider.
The biggest hurdle to customers engaging with a brand is trust, cited by a quarter of 18 to 34-year-olds as an issue, particularly around data sharing.
But where trust is gained, 72 per cent are ready to share their data in return for instant offers.
Olivia FitzGerald, managing director of Zonal’s Marketing Technologies, said: “They are looking for smartly branded apps that deliver tangible benefits for their customers, from making a reservation to ordering and paying for food and drink ‘virtually’, to personalised offers and rewards, that in turn drive revenue in a more convenient, fun and appealing way.”
Speedy service and payment is the main reason for using an app, with 36 per cent of people putting this as their number one reason.