What's next in mobile for tourism

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It's no surprise to most businesses in travel and tourism that mobile is a key new place to engage with visitors. But what's next?

Presentation from Digital Travel Conference Norway Oct 2012

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What's next in mobile for tourism

  1. 1. Mobile strategy What’s now, and what’s next Tine Thygesen
  2. 2. Mobile strategy and apps for tourism & travel ‣ Brands use our platform to create apps more easily and inexpensively ‣ We specialize in travel and location-based, especially city guides
  3. 3. Everplaces the app: User generated mobile travel tips Used in 95 countries by food and design lovers, bloggers and urbanites
  4. 4. Mobile is not tomorrow. It’s today 52% 17% consumers used mobile device to book travel. Laptop 48%. Mobile Marketer, March13 1. Planning of global web traffic comes from mobile Mashable August 2013
  5. 5. This is where the journey starts 1. Planning
  6. 6. 1. Dreaming 2. Planning 3. Booking 4. Experiencing 5. Sharing What’s are you trying to achieve? Generate awareness Search (mobile optimized web) Browse (accidental) SEO/ Ads/ Social campaigns: Outward push
  7. 7. Tablet is great for experiential marketing - Home - Social - M.Commerce - Video
  8. 8. Mobile strategy’s million dollar question. What are you Perhaps this would trying to achieve? be more effective? • Generate awareness, attracting new interest OR • Improve experience of current guests to get return, referrals and social spread. Create fans not customers Recommendations are stronger, more trusted Cheaper 1. Dreaming 2. Planning 3. Booking 4. Experiencing 5. Sharing
  9. 9. Mobile is best for creating fans 52% use apps in-destination Loyalty/ Membership ‣ 94% research things to do ‣ 75% search for restaurants ‣ 80% for maps and directions ‣ be rewarded ‣ make life easier
  10. 10. Verticals of passion iPhone users more valuable Average iPhone user vs HTC Android user ‣ More time. iPhone user spends 71 min a day on his phone, but a HTC user only 47 in ‣ More used apps iPhone has 27 apps installed (11 are used weekly), HTC users has 14 apps (7 used weekly) ‣ More money on apps. iPhone user spends 4 time more money on apps than other smartphones (13 kr a month vs kr. 3) ‣ More active. iPhone user uses apps 5,6 time a day and websites 2,7 times a day. For HTC its 4,4 time for apps and 2,1 for websites Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup
  11. 11. people only share with people who care achievement pride truly helpful how i want to be seen Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup
  12. 12. Big verticals of passion Travel Music Sports Food Active lifestyle Pets Interior decoration The verticals get very small - Footnote (historical documents) - Birdpost (bird watching) - Coastr (beer) - DisFriends (Disney) - Library Thing (books) - ComicSpace (comic books) - deviantART (art & illustration) - Dogster/Catster (pet owners) - Ravelry (knitters) (350,565 users)
  13. 13. Spreading the word We built an ambassador corps of 60 people in 21 countries - Service fast and great - Ask for advice - Involve - Compliment and thank
  14. 14. Focus your energy: Which platform? ‣ Responsive design / mobile optimized is best for awareness ‣ Native apps are best for engagement & loyalty ‣ Mobile for on-the-go, tablet for home, lab top for complexity.
  15. 15. Marked share US market share: Android: 52,4% iPhone: 39,2%
  16. 16. iPhone users more valuable Average iPhone user vs HTC Android user ‣ More time. iPhone user spends 71 min a day on phone, HTC user only 47min. ‣ More used apps iPhone has 27 apps installed (11 used weekly), HTC users has 14 apps (7 used weekly) ‣ More money on apps. iPhone user spends 4 time more money on apps than other smartphones (13 kr a month vs kr. 3) ‣ More active. iPhone user uses apps 5,6 time a day and websites 2,7 times a day. For HTC its 4,4 time for apps and 2,1 for websites Denmark.  ‘Mobile  Devices  2011′  by  TNS  Gallup
  17. 17. Design is everything
  18. 18. But great design on Android is hard!
  19. 19. First, a catch up! Next steps for most organizations should not be innovation, but getting the basics right. - All pages mobile optimized - All apps to be visual, fast and service a core purpose - Partner distribution infrastructure - Data structured and accessible - Streamline experience cross device
  20. 20. Technological progress Services that increase speed Mobile check in and out Order faster from table/ room / in advance Mobile payments Order and pay automatically, Square Use existing infrastructure, Skype Transfer money, MobilePay Bridge between offline and online QR code equivalent
  21. 21. Smarter notifications will enable communication Room is ready, Madonna is on stage 3, it’s happy hour. Digital libraries will bring down costs More offline and AR libraries built up. Google glasses Cross device capabilities More login and memory cross device. Easier transfer across web, app, device
  22. 22. Service-side developments APIs and agile databases Less silos. Many sources to one site, API Widget of contents Public and private data opened Curation and validation by public More reviews, comments, UGC Personalization Different content for different people Local context gets bigger Geo fenced notification, POI near you (SLH)
  23. 23. Mobile Strategy Product design Development Digital Training Thank you! everplaces.com/business

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