The document discusses the history and growing trend of integrated hotel applications. It outlines how apps provide more sophisticated check-ins, practical room service, and phone or passcode entry. The scope and reach of apps is growing through features like phone keycards, iris scans, fingerprints, and voice activation. Examples are provided of Hilton and Omni hotel apps, while potential impacts are seen in other industries like banking and car rentals. Interviews highlight benefits like simplicity, efficiency and accessibility. Competition is addressed through concepts like staying ahead of trends, SWOT analysis, effective communication and highlighting technology, convenience and new features to maintain a competitive advantage among top luxury hotels.