Gree has launched a mobile app for hotel booking. The Japanese company specialised in mobile gaming, diversifies its activity and tap into travel market. Although the mobile app Tonight is available for iPhone and Android, the service is currently only available in Tokyo. (Techinasia)
AN APP FOR LAST-MINUTE BOOKERS...
Tonight seems to be a well-designed app with high-quality photos and well-organised content. A map shows location of the hotels, their names and prices, as well as principal point of interests, such as theatre, train station, amenities, etc. A list of selected hotels is featured, with a picture of the hotel, its name, its price and a rating. However, the app hasn’t a search function and doesn’t provide filters to find hotel depending on price, location or reviews. This app should be designed for travellers looking for the nearest hotel and needing an hotel immediately. The app uses the current position of the traveller to provide him the information he needs.
...BUT NOT FOR OUTSIDE VISITORS
Tonight app is not designed for travellers outside Tokyo, neither for travel planning. Users have to know already the location of the hotel they are looking for, to find it on the map and be able to make a booking. This lack of search function makes this app very restrictive in terms of functionality and of segmentation.
DON’T FORGET THE USER
The example of Tonight app shows the importance of understanding the travellers path of action. Travellers like to choose and compare offers and prices. They also need feedbacks from other travellers, before making their choice and proceeding to make a booking. When booking an hotel, travellers might be out of town in their own town or country, but they might also be already in town looking for the nearest hotel. Use case scenario helps to understand consumers’ needs at different stage of travel. Before building an app it is important to keep users in mind.
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