www.hebsdigital.com

Accommodating User Behavior
on The Three Screens
One Size Does Not Fit All
Desktop, Mobile, and Table...
Desktop, mobile
(smartphones) and tablet
devices should be treated as
separate device categories.

Why?
Consumers use each device differently to
research and book travel.
First, some research.

www.hebsdigital.com
Devices: Traffic And Bookings
Visits

Bookings
Mobile
18%

Mobile
3%
Tablet
13%
Desktop
88%

Desktop
69%
HeBS Digital
Port...
Devices: Shift Year-Over-Year
% Change YOY First Half 2013 vs. 2012
Bookings

Visits
HeBS Digital
Portfolio

118.12%

76.5...
Responsive Web Design (RWD)
An approach to provide an optimal viewing
experience across a wide range of devices
In other w...
RWD doesn’t work for hotels. What does?
Responsive Design on the Server Side (RESS)

Serve the right content on the right ...
Imagine using simple
responsive design to fit
Marriott’s desktop
website (Marriott.com)
and all of its 22 million
pages on...
What do desktop
users want?
As much info as
possible:
• Min 25-50 pages per
property
• 50-100 landing
pages featuring
pack...
The Smartphone is a last-minute device.
Should be simple and booker-friendly.
Make phone
numbers and
maps easily
accessibl...
Show tonight’s
rate!

85% of
reservations
are for the
same or
following night.
Tablets ideal for browsing,
research and even booking!
Used similarly to desktop.

www.hebsdigital.com
Tablet users require deep, visually enhanced content
about the property and its destination – as well
as touch screen navi...
Best Practices in Action:
Desktop & Tablet
High res images
take advantage
of wide-screen
design

Promo tiles front
and cen...
Email Content created
with Smartphone & tablet
in mind, touch-screen
friendly with a clear call to
action.
Key Takeaways:
 One “site” does not fit all!
 Treat DESKTOP, MOBILE and
TABLET as separate channels
 Align your strateg...
You need to meet the needs
of your consumer on each device.
They don’t care how they reach you, they
just want to do the r...
Contact HeBS Digital at
success@hebsdigital.com

www.hebsdigital.com
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Accommodating User Behavior on Desktop, Mobile, Tablet Devices

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User behavior and new information needs in each device category require hoteliers to create and manage digital content across three distinct distribution and marketing channels (desktop, mobile, tablet).

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Transcript of "Accommodating User Behavior on Desktop, Mobile, Tablet Devices"

  1. 1. www.hebsdigital.com Accommodating User Behavior on The Three Screens One Size Does Not Fit All Desktop, Mobile, and Tablet
  2. 2. Desktop, mobile (smartphones) and tablet devices should be treated as separate device categories. Why?
  3. 3. Consumers use each device differently to research and book travel. First, some research. www.hebsdigital.com
  4. 4. Devices: Traffic And Bookings Visits Bookings Mobile 18% Mobile 3% Tablet 13% Desktop 88% Desktop 69% HeBS Digital Portfolio – 1st Half 2013 Fact: Tablets generate 360% more room nights and 670% more revenue than “pure” mobile devices www.hebsdigital.com Tablet 9%
  5. 5. Devices: Shift Year-Over-Year % Change YOY First Half 2013 vs. 2012 Bookings Visits HeBS Digital Portfolio 118.12% 76.56% 84.03% 40.42% Mobile Tablet Desktop -8.71% -3.70% Bookings from Tablets is the fastest growing device segment. Bookings and Visits from Desktop are on the decline. www.hebsdigital.com
  6. 6. Responsive Web Design (RWD) An approach to provide an optimal viewing experience across a wide range of devices In other words, the one “site” fits all approach. www.hebsdigital.com
  7. 7. RWD doesn’t work for hotels. What does? Responsive Design on the Server Side (RESS) Serve the right content on the right device while ensuring the maximum user experience, relevancy and conversions. www.hebsdigital.com
  8. 8. Imagine using simple responsive design to fit Marriott’s desktop website (Marriott.com) and all of its 22 million pages onto the iPhone 5’s 640x1136 screen. www.hebsdigital.com
  9. 9. What do desktop users want? As much info as possible: • Min 25-50 pages per property • 50-100 landing pages featuring packages & events Desktop users place high value on visual galleries with photos and videos.
  10. 10. The Smartphone is a last-minute device. Should be simple and booker-friendly. Make phone numbers and maps easily accessible. Slim down content. Accommodates touch- screen navigation. www.hebsdigital.com
  11. 11. Show tonight’s rate! 85% of reservations are for the same or following night.
  12. 12. Tablets ideal for browsing, research and even booking! Used similarly to desktop. www.hebsdigital.com
  13. 13. Tablet users require deep, visually enhanced content about the property and its destination – as well as touch screen navigation & booking. Touchscreen navigation with swiping capabilities Full-screen Booking widget
  14. 14. Best Practices in Action: Desktop & Tablet High res images take advantage of wide-screen design Promo tiles front and center, touch screen friendly Clear, touch friendly call to action!
  15. 15. Email Content created with Smartphone & tablet in mind, touch-screen friendly with a clear call to action.
  16. 16. Key Takeaways:  One “site” does not fit all!  Treat DESKTOP, MOBILE and TABLET as separate channels  Align your strategy to device patterns of usage  Use analytics to determine channel contribution  Integrate all 3 channels in your multi-channel marketing strategy
  17. 17. You need to meet the needs of your consumer on each device. They don’t care how they reach you, they just want to do the research & make the booking. www.hebsdigital.com
  18. 18. Contact HeBS Digital at success@hebsdigital.com www.hebsdigital.com
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