This column by Kristen Gramigna will help hotels determine whether they really need an application to boost their books. In some cases, their website may be sufficient, she notes. Gramigna, who is chief marketing officer for credit card processing firm BluePay, urges hotels to first confirm that their website is responsive and then consider if customers will use an app. "For example, if the majority of your customer interaction takes place by phone or in person, or you operate a boutique hotel with just one or two locations, you might not need a mobile app. But if you have a high percentage of customers who book reservations online using a username and password login to access their account, an app could ease their experience and be a tool repeat customers will use often," she writes.