Apps are a great way for hotels to personalize guest services, and hotels are using them for a range of purposes. Making reservations was the most common feature on existing mobile apps employed by hotels, used by 72%. That was followed by property searches that didn’t rely on GPS (50%), the ability to submit real-time feedback via a guest survey (44%), information about the surrounding area (41%), accessing loyalty account information (38%) and making property searches using GPS (38%). Many, if not all, of these services have long been provided by hotel staff, but mobile apps allow those offerings to reach much greater scale. Read the rest at eMarketer.