Caesars Palace is increasing its mobile footprint with a commerce-enabled iPad application that lets users book hotel rooms.

In addition to mobile bookings, the app also lets users learn more about the hotel and helps guests plan their trip. The iPad app is available for free download in Apple’s App Store.

“Caesars Palace is leveraging their brand strength to create a rewards-like program that takes advantage of the novelty of relatively-new trends in technology,” said said Simon Buckingham, CEO of Appitalism, New York.

“This mobile strategy will hopefully create greater customer loyalty to the brand and create new customers who want to try out the mobile booking app,” he said.

Mr. Buckingham is not affiliated with Caesars Palace. He commented based on his expertise on the subject.

Caesars Palace did not respond to press enquiries.

Mobile gamble
The Caesars Palace iPad app is divided into 10 sections to help users plan and book their stay at the hotel.

The app connects to the hotel’s mobile Web site where users can choose a city to make a booking.

After selecting the days and number of guests, users can find rates and information about rooms available and book rooms by entering a credit card number.

In addition to rooms, users can also book golf tee times, dining reservations, spa and salon appointments and cabanas at the hotel’s pool.

Consumers can also use the app to contact the Caesars Palce concierge about problems and can pay for items via the app.

Caesars Palace reward card users can use the app to access their account and use their rewards.

Users of the Caesars Palace app can also view rewards and deals via the app that tie in with the company’s social media work, including foursquare and Facebook deals.

“To make this app stand out among Caesars Palace’s competitors, they must treat this marketing campaign like any other rewards program, so it would have to be approached the same way,” Mr. Buckingham said.

“Las Vegas benefits from year-round tourism, so there are sure to be plenty of people who come into town with no concrete plans,” he said.

Hotel tab
Caesars Palace is not the only hotel that has recognized the need for apps to increase mobile bookings.

Most recently, motel chain Motel 6 expanded its mobile booking onto the Android platform to let users find rooms while traveling (see story).

In addition to the iPad app, Caesars Palace also has an iPhone app that lets users book trips.

By using the app for more than just mobile bookings, Caesars Palace is aiming to make the app a one-stop source for a consumer’s entire trip from researching to the actual hotel stay.

“The longevity for a hotel booking app depends entirely on the brand’s recognition and notoriety,” Mr. Buckingham said.

“Mobile booking via an app is only going to go up – in 2011 consumer use of smartphones to purchase goods exploded, and we expect to see all branches of this type of engagement with mobile devices to continue,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York