How Resort Apps Strengthen Your Brand

A mobile app serves as an invaluable tool for increasing the allure of your ski resort, park, or attraction while simultaneously improving overall customer experience and fostering heightened customer engagement. A resort mobile app seamlessly opens a dynamic avenue for real-time interaction with resort guests, affording opportunities to forge fresh revenue streams through seamless integration with direct booking systems. But, if not managed consistently, mobile apps — like any other aspect of the resort — can become a point of frustration for your customers, undermining the entire resort experience and damaging the reputation of your brand.

So, how do you ensure your app is a force for good? 

That’s where Reputation Management comes into play. Reputation Management is something anyone with an online presence should be doing each and every day. To put it simply, Reputation Management is the act of listening to guests at each stage of their customer journey and then using the feedback received to directly shape the improvements that can be applied to enhance their experience and turn them into loyal brand ambassadors.

Unfortunately, for many destinations, the resort app is seen as an afterthought, having less importance than other areas of the physical resort. But, as more and more guests look to their smartphones and tablets to solve real-life dilemmas, it’s imperative that the resort app be given the same love and attention to detail as the rest of the destination. After all, the reputation of your brand is at stake.

What do we consider app Reputation Management?

It’s just about reading and answering customer reviews, right?  Wrong. It’s much deeper than that. It’s about listening to your customers and making sure their opinions are directed to the right departments so that they can affect the appropriate change. Reputation Management starts by ensuring your app reflects your brand. This means ensuring the app design is aligned with the brand as a whole. Next, it’s about ensuring the app works as it should, providing a positive customer experience. Ensuring that the information and offers communicated are up-to-date, correct, and that all the tools are working correctly is crucial.

Then, it’s about listening to your customers. Through Reputation Management you can learn about the feedback on your app and compare results over time, and then use that data to ensure the app continues to improve and adapt to meet the changing needs of the customer. 

Let’s take a look at what a complete app Reputation Management service should include by looking at the example of Spotlio’s Premium App Reputation Management service

  • Regularly tracks and analyzes the average app ratings to monitor the evolution of user direct perception and feedback.
  • Regularly assesses all the reviews left by the users in the app stores with special focus given during peak time frames.
  • Manages the reviews depending on the type of feedback provided by the user. A carefully worded response is sent to each app review.
  • Spotlio is a complete white label solution so all the actions are done in the customer’s name to show users that you are listening. This also serves to strengthen the relationship between the resort and guests and build brand strength.
  • Whenever the user’s feedback is about something strictly related to the resort and not the app, Spotlio reaches out to the customer promptly so they can decide how best to respond.
  • Activation of the App Rating System which helps increase the quantity of positive reviews left in the app stores and reduces the number of negative reviews. All responses left by unhappy users via the App Rating System are followed up internally and channeled to the appropriate department. Issues are sent to support to be resolved. Suggestions are sent to product development to be analyzed.  If it is related to the resort itself, we notify the resort.  All types of feedback are of high value because they help shape future app developments.
  • Implementation of the Users Survey: surveys can be set up within the app to receive more accurate and in-depth feedback from the app users. All feedback is analyzed then sent to your team and the relevant Spotlio departments to be used in the app development process.
  • Feedback is shared with you so you are aware of what customers think about the app, your brand, and the resort.

At the end of the day, your mobile app represents your company and your brand, so having a Premium Reputation Management service active for your app demonstrates to the customers that you are listening to their feedback and actively working to provide the best app experience.

Remember, your brand is the most valuable commodity and every aspect of your business, including your resort app, will either positively or negatively affect that brand perception.

Choosing the right partner to provide a complete app Reputation Management service will ultimately lead to happier customers at your resort. This protects and builds on your hard-earned brand strength which is the heart of any successful resort.


Spotlio is a trailblazing force in destination digital technology, offering tailor-made solutions — from apps to e-commerce, and almost everything in between — that redefine the way travelers interact with resorts, parks, and attractions. With a decade-long legacy of excellence, Spotlio empowers clients with innovative white label digital solutions and pricing services, fostering connections and enhancing experiences on a global scale. Request a demo to learn more.

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