LoungeUp is a mobile app that helps hotels improve the customer experience and build loyalty. It allows guests to access concierge services, order room service, and get local recommendations from their mobile devices. The app gives hotels additional revenue opportunities while enhancing the customer relationship. It also helps independent hotels and smaller brands compete with larger chains by offering similar technology-enabled services. While the app strengthens customer relationship management and operations, it also requires employee training and risks reducing personal interaction, which could weaken the guest experience.