Exclusive Feature: If 2012 was the year of mobile marketing for hotels, 2013 will be the year mobile apps come to life - literally.

A simple booking engine with rates and room descriptions won't cut it for the 2013 traveler. Travelers want information before they check-in. They want to be able to make dinner reservations, book spa treatments, and request car transfers, even before they arrive.

We've seen a slew of hotels turn to mobile apps as a way to help potential guests and repeat customers more familiar with the hotel and the destination. But it's time to up the ante.

Conrad Hotels & Resorts is leading the charge with its new Conrad Concierge mobile app. The app allows guests to customize details of their stay from their mobile device before arriving at a Conrad hotel or resort.

The Conrad Concierge - conceived after a Conrad survey showed that nearly 75 percent of consumers use a smartphone, tablet or computer when booking elements of their travel - is the first service-enabled technology to be completely integrated with hotel management systems across a brand's portfolio. Guests can customize their Conrad across the more than 20 hotels and resorts.

The app allows guests to customize their stay in every facet - from choosing various bath amenities and pillows, to ordering room service, making restaurant reservations and even requesting laundry services and wake-up calls.

The Conrad Concierge is available in 13 languages and accessible via tablet or smartphone.

This is just the beginning of new and innovative mobile advancements we'll see in 2013 from hotels. What type of app would you like hotels to create?

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Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com