Not only can users of Hyatt's mobile application book a room and view photos of the hotel via the app, they also can link with Apple's Passbook, access Hyatt's Twitter concierge for customer service requests and use it as a loyalty program card. The app especially appeals to frequent travelers. "It's hard to get people to download apps and then use them," said Bill Bernahl, vice president of e-commerce and marketing technology. "That's why we've been trying to make it valuable. If you're a Gold Passport member who travels a lot, it's valuable. If you stay with us just once a year, you'd more naturally use the mobile web in the first place."