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PRESS RELEASE: Biltmore Greensboro Hotel Enhances Guest Experience with New App

Media Contact:
Matt Langan
L&R Communications

Historic Boutique Hotel Provides Curated Guest Recommendations for Best Local Places to Eat, Play and Shop in Greensboro, North Carolina

ALEXANDRIA, VA – August 12, 2019 – The Frictionless Guest App has announced that The Biltmore Greensboro Hotel in Greensboro, NC is using its app to enhance the overall guest experience through curated recommendations of the best local places to eat, play and shop.

With a storied history that dates back to 1903, the boutique hotel began using the Frictionless Guest App in May, and has seen enhanced guest satisfaction through the use of the mobile app.

Brian Coleman, GM of The Biltmore Greensboro Hotel, believes in providing very high-touch services for guests, and finds that the app fits perfectly into his vision of always being there for guests.

“The Frictionless Guest App is an extension of our personalized, face-to-face guest services and the response has been highly positive,” said Coleman in this podcast interview. “In addition, the technology is very easy to use and setup, and it allows us to essentially be with our guests when they are not on the property.”  

By offering guests an easy way to find recommendations of the best places to eat, play and shop – using any mobile device or desktop – the Frictionless Guest App allows guests to plan their trip starting at the time of booking and easily navigate to recommended places throughout their stay, so that hoteliers and innkeepers play a significant role in improving the experience of their guests.

“We are proud to have a boutique hotel with such a storied history as the Biltmore Greensboro using the Frictionless Guest App to give their guests an easy way to find the best local experiences,” said Steve Short, Founder & CEO of the Frictionless Guest App.  “Brian Coleman is a GM who has transformed his hotel’s culture to become service-obsessed, which has led to phenomenal booking and revenue growth. He has the amazing desire and ability to see things from the perspective of the guest, so the fact that he embraces our app and has made it an integral part of the Biltmore Greensboro’s approach toward improving the guest experience indicates that we are helping lodging providers with a significant need that has previously been neglected.”

About the Frictionless Guest App 

The Frictionless Guest App provides innkeepers with an easy way to recommend the best local offerings to their guests, so that guests have great experiences and community places thrive. For more information about this software as a service (SaaS) offering that is available to innkeepers and hoteliers of all types, visit


Hospitality Upgrade’s Douglas Rice Gives Recognition to Frictionless Guest App

Photo by Brandon Jean on Unsplash

For more than 6 years, we have been building and improving the Frictionless Guest App with the core vision of giving innkeepers and hoteliers an app they can provide to their guests that recommends the best local places to eat, play and shop during their stay.  And though our determination to improve the guest experience has not wavered over this time frame, it’s been nice to recently get some affirmation and recognition from the hospitality sector that our efforts have been worthwhile.

The affirmation of our quest came in the recent ALICE study indicating that a whopping 81 percent of guests want to get recommendations from their accommodations provider.  While the hospitality sector probably didn’t have to see these numbers to realize that they should be addressing this need, it’s good to see a survey that overwhelmingly confirms the assumption that travellers want to be given the inside scoop on where to find the best local experiences.

It’s also great to get some recognition for building an app that specifically addresses this need by offering innkeepers and hoteliers an easy way to provide their guests with their recommendations.  That recently happened when Douglas Rice, hospitality technology expert and the founder of Hospitality Technology Next Generation (HTNG), recently recognized us as an “innovative young company” in an excellent article written for Hospitality Upgrade’s “Siegel Sez / Definitely Doug” blog and titled, “It’s a Beautiful Day in the Neighborhood.”

A key point made by Doug is the need to provide curated local recommendations chosen by the criteria of the best available offerings for the guest, rather than based upon advertising or revenue.  It’s amazing how this point has rarely been made in industry articles targeted toward hospitality providers, yet it seems so obvious from a guest’s perspective. If you truly believe that helping your guests find the best local experiences is the right thing to do for them (and also something that can build long-term trust and loyalty, which is good for you), then you need to commit to this approach.

This perspective has been at the heart of what we’ve been building for years as the Frictionless Guest App.  And it’s good to get some reaffirmation and recognition from the hospitality sector that we have been headed in the right direction.

Lodging Magazine: Frictionless Guest App, a Curated Digital Concierge

In May 2018, Lodging Magazine, the official publication for the AH&LA, featured the Frictionless Guest App in its ongoing “App Watch” section.

“Meant to take the place of brochures, the Frictionless Guest App is a 24/7, curated digital concierge that directs guests to local food and experiences and can be accessed via phone, tablet, and PC,” stated the article.

You can read the full article here.

Hotel Business Magazine: Local Recommendations Are an App Away

In May, Hotel Business Magazine published an in-depth feature on the launch and value that the new Frictionless Guest App offers to innkeepers, bed and breakfast owners, and hoteliers of all sizes.

The article included a number of quotes from Steve Short, founder/CEO of the Frictionless Guest App, as well as with Michelle Heurung, innkeeper at the Lamberson Guest House in Galena, IL. Michelle is an early user and advocate of the Frictionless Guest App.

“Guests trust hoteliers to recommend the best places to dine, be entertained and shop, which creates a major opportunity to make their stays more memorable,” said Short in the article. “The Frictionless Guest App is built upon the idea of enhancing the guest experience by providing trusted recommendations, which will translate into long-term loyalty.”

“I think this app is the perfect way to make sure my guests are all set with all of their vacation plans in advance, from dining to historical tours and more,” said Heurung in the article.

You can read the full article here.

Hospitality Technology Magazine: Frictionless Guest App Empowers Innkeepers to Recommend Best Local Experiences

Since the Frictionless Guest App officially launched in February, it has captured the attention of several major hospitality trade magazines.

Hospitality Technology Magazine was one of the publications that covered the initial launch — pointing out how the new app allows innkeepers, bed and breakfast owners, and hoteliers of all types to provide their guests with recommendations for the best local experiences.

You can read the full article here.

Welcome to the Frictionless Guest App!


We created the Frictionless Guest App to allow bed and breakfast owners, innkeepers, and hoteliers of all types to have an easy way to recommend the best local places for their guests to eat, play, shop, and do just about anything during their stay. To accomplish this, guests are provided with an easy-to-use app they can access 24/7, giving them an important mobile tool for planning and enjoying current and future stays.

As the Frictionless Guest App continues to evolve and improve, we remain committed to giving innkeepers a frictionless way to connect guests with recommended providers of local offerings. In doing so, innkeepers build loyalty, guests have great experiences, and local places thrive. The result is that everyone reaps the benefits sown through trust and community, and we believe that is how it should be.