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Worldhotels ramps up mobile initiative with new booking tools

In conjunction with the mobile site, WorldHotels is also launching a revamp of the company’s Web site. WorldHotels has also partnered with Frommer’s on an Android and iPhone app that complement the mobile site.

“All indications are that mobile will take off in 2012 and will see an increase in bookings from Web-enabled browsers and we’re seeing a trend that there will be an increase in mobile booking in the future,” said Edward Perry, global senior director of social media, online travel agency partnerships and innovation projects at Worldhotels, Frankfurt.

Book on mobile
The WorldHotels mobile site redirects at

A large button on the site encourages users to book a hotel room. From there, they are directed to a page where they can select the country and days of their travel.

Consumers can then view a list of hotels with open reservations, including the hotel’s price.

To book a hotel room, consumers must fill out a lengthy form, including detailed information about their credit card.

Although offering a mobile alternative to booking online can be great for capturing last-minute reservations, the booking process should be as simple as possible, and WorldHotels could benefit from having a slimmed-down site.

The site also includes a large click-to-call feature at the bottom of the page that consumers can click on to automatically be directed to WorldHotels’ call center.

App adventure
In addition to the mobile site, WorldHotels has launched an app that lets users explore and book hotel rooms in more than 250 cities and 67 countries.

The app is currently available for Android devices with an iPhone version planned to be released in the coming weeks.

The Worldhotels City Guide app lets users read reviews about top attractions in certain cities. Additionally, contact information and maps for locations are accessible inside the app.

From a hotel page, consumers can view the price and information. From there, a large button prompts users to book a room on the spot.

By partnering with Frommer’s on the app, WorldHotels is able to tie its mobile booking capabilities with content, creating a hub for travelers who are interested in content and recommendations from different cities. Additionally, the app aggregates content from multiple cities, meaning that the app will most likely have some longevity to it once downloaded.

“What we are seeing is a sense of immediacy and urgency to book, so we want to provide the platform to make it easy for consumers to book with WorldHotels,” Mr. Perry said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York