The U.K.'s Premier Inn hotel chain saw its conversion rate almost double after the company launched a revamped iPhone application with a new focus on convenient trip planning. "By meticulously understanding the customer journey, and monitoring the performance of the previous app, we've created the most intuitive transactional experience, making it the easiest and fastest channel for customers to book from," said Adam Levene, chief strategy officer at Grapple, which worked on the app.

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