Marriott and Wyndham explain the key to a successful app strategy

Apps, on average, lose 75% of daily active users within 90 days of being installed, claims Marriott International. Given that high churn rate, it might seem expensive and time consuming to build an app, especially given the competition in the hotel sector.
Yet Marriott still sees its app as a key way to reach customers. And it has recently updated the app to go beyond “transactions and one-size-fits-all content”, with the aim of personalising the user experience.
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