Omni Hotels has launched an iPhone application to extend its reach and also to complement the luxury hotel chain's mobile site.

Using Usablenet technology, the new application provides a custom interface that enables iPhone or iPod touch users to book hotel rooms, search rates and reservations and receive special offers directly through the app. The iPhone app gives full access to Omni's mobile site, also powered by Usablenet, directly from the iPhone app interface, and includes features like account sign-in for Omni guests.

"Omni Hotels continues to be a leader in hospitality ecommerce by developing the first hotel-branded iPhone application specifically optimized for the latest 3G platform," said Kerry Kennedy, corporate director of ecommerce at Omni Hotels, Irving, TX.

"Developed to maximize the features of the iPhone, iPhone 3G and the iPod touch, Omni Hotel's application allows our guests to leverage the iPhone's wallet functionality, search and book real-time reservations at all of our hotel locations, log-in and maintain their Select Guest Loyalty Account, receive special mobile offers and discounts, and follow us on our Twitter and Facebook accounts," she said.

"Our new iPhone application is one more way Omni Hotels creates a memorable and personalized stay by connecting with our guests in ways that are convenient for them, while allowing us to bring all of our online initiatives into one hand-held mobile dashboard for our customers."

IPhone users are some of the heaviest consumers of mobile content, and the Omni Hotels app provides these customers with a user-friendly interface that is optimized for the iPhone and iPod touch devices.

Usablenet Mobile is a fully managed service that leverages the features and functionality of a company's existing Web site and extends it to all mobile devices.

Omni Hotels is made up of 43 distinctive luxury hotels and resorts in leading business gateways and leisure destinations across North America.

The free Omni Hotels application provides customers with an easy-to-use interface for all OmniHotels.com functionality: search for any Omni hotel, discover special offers, book a hotel, mobile check-in, loyalty account sign-in and maintenance, and more.

Omni Hotels' iPhone application can help consumers find the nearest Omni Hotels property, search for hotels in any given area and make real-time reservations.

The Omni Hotel application features a search for any Omni Hotel. Users can make a reservation, check existing reservations, mobile check-in, search for special offers, sign-in to their loyalty account and click to contact Omni Hotels.

"The Omni Hotels iPhone app is meant to supplement the mobile site, giving iPhone and iTouch users a customized interface for their devices," said Jason Taylor, vice president of mobile products at Usablenet, New York.

"The app leverages device-level features such as the ability to store award number and password to create a faster customized experience," he said. "Also, Omni is a few weeks away from launching a Blackberry App that will also be available free of charge in the Blackberry App store.

These app launches come on the heels of the success of Omni's mobile site, according to Usablenet.

"Omni Hotels' mobile site traffic has grown 85 percent in the last six months, and the company is seeing a conversation rate of 25 percent, meaning one in four people who visit the mobile site end up booking a room," Mr. Taylor said.

"This rate far exceeds the industry standard online conversion rate of 3.5 to 7 percent," he said.