Mobile : Hotel Industry

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Mobile : Hotel Industry

  1. 1. How mobile solutions are used for hotels and resorts for more revenue and heightened guest experience Live Webinar for Hotels and Resorts March 23, 2010 1 Confidential © Copyright 2009 Movitas 3/23/2010
  2. 2. 2 Confidential © Copyright 2009 Movitas 3/23/2010
  3. 3. Today’s webinar Mobile Mobile Use Live Next Movitas Business Web Cases Examples Steps Chuck Sacco Jon Cooper Doug Bellenger Business Marketing Products Development 3 Confidential © Copyright 2009 Movitas 3/23/2010
  4. 4. Agenda • Mobile solutions to connect to consumers before, during and after their stay • The pros and cons of an iPhone app vs. leveraging the mobile web • Integrating SMS text messaging and social media into your mobile strategy to add value to your guests' experience • The most practical uses for mobile that get the maximum results • Movitas mobile platform for complete mobile business solutions regardless of the type of phones your guests own 4 Confidential © Copyright 2009 Movitas 3/23/2010
  5. 5. Travel Companies see mobile as a way to connect “How I see mobile working to the advantage of Travel Companies: “The ability to be in real time connection with consumers at any time or place and provide access to relevant information.” “To be able to identify additional touch points which may lead to sales and incremental revenue. ” Travel Industry attitude towards mobile Source: Eyefor Travel Research 2009 5 Confidential © Copyright 2009 Movitas 3/23/2010
  6. 6. Bringing the mobile opportunity on-site Leveraging the consumer’s own web-enabled mobile phone, hospitality businesses can: Improve content • Connect better by providing relevant information on-demand along multiple touch points in the guest experience. 6 Confidential © Copyright 2009 Movitas 3/23/2010
  7. 7. Bringing the mobile opportunity on-site Leveraging the consumer’s own web-enabled mobile phone, hospitality businesses can: Communicate • Connect better by promoting on- site amenities and group interaction, proactively and interactively driving additional bookings and revenue where it’s needed most. 7 Confidential © Copyright 2009 Movitas 3/23/2010
  8. 8. Bringing the mobile opportunity on-site Leveraging the consumer’s own web-enabled mobile phone, hospitality businesses can: Drive incremental revenue • Connect better by Enabling guests to check in & out, make purchases, reserve amenities, book excursions and exchange information opportunistically. 8 Confidential © Copyright 2009 Movitas 3/23/2010
  9. 9. How big is mobile? US mobile phone subscribers and % penetration: 2008 270.3 88.9% “… cell phone penetration in the US has surpassed 2009 280.8 91.4% cable TV, web access and 2010 291.2 93.9% home PCs.” 2011 298.4 95.3% “Smartphones are expected to outsell desktop and 2012 304.0 96.1% notebook PC's within the 2013 308.7 96.7% next few years.” Millions and % of mobile phone subscribers 9 Confidential © Copyright 2009 Movitas 3/23/2010
  10. 10. Steady rise in mobile web use across phone types 74 – 90 million regular mobile internet users in the US this year 2008 59.5 2009 73.7 “… many of them are firmly in the hands of the traveling public.” 2010 89.2 2011 106.2 “You can reach customers you can’t otherwise reach.” 2012 122.1 2013 134.3 Millions of mobile phone subscribers Source: eMarketer, January 2009 and June 2009 10 Confidential © Copyright 2009 Movitas 3/23/2010
  11. 11. Market Enablers Fuel Mobile Web Media Usage Better devices, faster networks and unlimited data In 2009: Smartphone ownership increased from 11 percent to 17 percent. “The installed based is being replaced by web- 3G phone ownership increased enabled phones. 95% of from 32 percent to 43 percent. phones sold today have a web browser.” Unlimited data plans increased from 16 to 21 percent. Source: comScore Mobile, February 2010 11 Confidential © Copyright 2009 Movitas 3/23/2010
  12. 12. Smartphones still have a minority market share US mobile subscribers by type of phone: Smartphone 17% Not Smartphone 83% Source: comScore Mobile, February 2010 12 Confidential © Copyright 2009 Movitas 3/23/2010
  13. 13. Do Smartphones consume the majority of mobile media? Nope. Mobile media users from first 11 days of Winter Olympics: Smartphone 25% NBC reported 58.2 million page views of its Winter Olympics programming on the Mobile Web and iPhone app through the first 11 Not Smartphone days of coverage. 75% Source: NBC Digital Media, February 2010 13 Confidential © Copyright 2009 Movitas 3/23/2010
  14. 14. Growth of mobile media consumption Touchscreen-friendly web sites out number Apps 29% of mobile users surveyed by NBC said they plan to access mobile Web content more frequently after the Olympics than they 65% Touchscreen Sites did before the Games 29% iPhone Apps 5% Android Apps < 1% BlackBerry Apps < 1% Nokia Apps Source: Taptu: Introducing the Mobile Touch Web 14 Confidential © Copyright 2009 Movitas 3/23/2010
  15. 15. Next Generation Mobile: The Web 15 Confidential © Copyright 2009 Movitas 3/23/2010
  16. 16. The Future of Mobile: Three Options PC-Style Web Site Mobile Web iPhone App 16 Confidential © Copyright 2009 Movitas 3/23/2010
  17. 17. The Future of Mobile: Two (real) Options PC-Style Web Site Mobile Web iPhone App 17 Confidential © Copyright 2009 Movitas 3/23/2010
  18. 18. New to the Mobile Web? • Web sites specifically designed for viewing on a mobile device • Accessed via an Internet connection 18 Confidential © Copyright 2009 Movitas 3/23/2010
  19. 19. Why design specifically for mobile? “Improving user performance by 20% is reason enough to create mobile-optimized sites. But such sites were also more pleasant to use. When users are successful and satisfied, they're likely to come back. (Jakob Nielsen, web usability authority, July 20, 2009) 19 Confidential © Copyright 2009 Movitas 3/23/2010
  20. 20. Dedicated iPhone Apps offer limited universe coverage Smartphone users by operating system: Symbian Google 4% 5% Palm 6% “… users with iPhones represent only 25% of the smartphone population Apple Blackberry and just 4% of the total mobile 25% 42% user base.” Microsoft 18% Source: comScore Mobile, February 2010 20 Confidential © Copyright 2009 Movitas 3/23/2010
  21. 21. The Future of Mobile: Mobile Web vs. iPhone App • Costs less to build & maintain – The web is cheaper, more refreshable and more dynamic • Has greater reach – iPhone apps only work on iPhones • Mobile browsers increasingly powerful – Web apps can behave like native apps 21 Confidential © Copyright 2009 Movitas 3/23/2010
  22. 22. Early Mobile Web Sites: one-size-for-all • Basic business information • Include a logo • Mostly text-based • Lowest common denominator experience 22 Confidential © Copyright 2009 Movitas 3/23/2010
  23. 23. Improved Mobile Web Sites • Consistent look and feel with the PC-style site • Allows design updates for new promotions, events and marketing • Design to engage the mobile audience across phone devices 23 Confidential © Copyright 2009 Movitas 3/23/2010
  24. 24. Next Generation Mobile Web Sites • Integrate with business processes • Stay in touch and provide value to guests & attendees on-site • Targeted on-property marketing to increase revenue 24 Confidential © Copyright 2009 Movitas 3/23/2010
  25. 25. Next Generation Mobile Content 25 Confidential © Copyright 2009 Movitas 3/23/2010
  26. 26. Advanced Mobile Content Maintain your brand standard on multiple mobile devices 26 Confidential © Copyright 2009 Movitas 3/23/2010
  27. 27. Advanced Mobile Content Optimized images for fast page loading Mobile users abandon pages that are still loading after 10 seconds. Designing for mobile allows image-heavy pages to load fast. 27 Confidential © Copyright 2009 Movitas 3/23/2010
  28. 28. Advanced Mobile Content Mobile audio & video playback Audio & video improves the mobile experience. Many devices support it but various formats are in use. 28 Confidential © Copyright 2009 Movitas 3/23/2010
  29. 29. Advanced Mobile Content mCommerce: Mobile Ads, Tickets & Reservations Commerce web applications for the mobile screen • Designed for mobile usability • Two-way interactivity 29 Confidential © Copyright 2009 Movitas 3/23/2010
  30. 30. Advanced Mobile Concepts Social Media and the Mobile Social Hub Social media is skewed to mobile users. Aggregate promotional (staff created) and user-generated social media. 30 Confidential © Copyright 2009 Movitas 3/23/2010
  31. 31. Advanced Mobile Concepts Text to Mobile Web – a rich media combination Text Harley to 99771 to find out how you can get your new bike today! 31 Confidential © Copyright 2009 Movitas 3/23/2010
  32. 32. Advanced Mobile Concepts Text to Mobile Web – a Rich Media Combination Text Harley to 99771 to find out how you can get your new bike today! 32 Confidential © Copyright 2009 Movitas 3/23/2010
  33. 33. Mobile Business Solutions For Hotels & Resorts 33 Confidential © Copyright 2009 Movitas 3/23/2010
  34. 34. Benefits the property and guest Drive on-property revenue Manage marketing campaigns Improve the guest experience 34 Confidential © Copyright 2009 Movitas 3/23/2010
  35. 35. What can a mobile solution do for you? • Increase revenue and reduce costs while maintaining a “high- touch” enhanced guest experience • Manage on-site marketing campaigns & promotions • Provide real-time logistics messaging • Support green initiatives, reducing paper waste from collateral and communications • Collect consumer data for post-stay promotions 35 Confidential © Copyright 2009 Movitas 3/23/2010
  36. 36. Degrees of integration with your business processes Click to call POS, PMS & CRS integration for reservations & ordering reservations, ordering, check-in, and check-out Mobile phone to email reservations and ordering 36 Confidential © Copyright 2009 Movitas 3/23/2010
  37. 37. Opt-in at check-in Lobby or In-Room promotion 37 Confidential © Copyright 2009 Movitas 3/23/2010
  38. 38. Begin the experience with check-in 38 Confidential © Copyright 2009 Movitas 3/23/2010
  39. 39. Mobile menu for on-property amenities and attractions 39 Confidential © Copyright 2009 Movitas 3/23/2010
  40. 40. Order room service 40 Confidential © Copyright 2009 Movitas 3/23/2010
  41. 41. Make spa appointments or reserve golf tee-times 41 Confidential © Copyright 2009 Movitas 3/23/2010
  42. 42. Aggregate social media 42 Confidential © Copyright 2009 Movitas 3/23/2010
  43. 43. The convenience of a 24/7 mobile concierge 43 Confidential © Copyright 2009 Movitas 3/23/2010
  44. 44. Target mobile promotions using guest preferences 44 Confidential © Copyright 2009 Movitas 3/23/2010
  45. 45. Promote events with real-time alerts 45 Confidential © Copyright 2009 Movitas 3/23/2010
  46. 46. Promote undersold amenities with real-time alerts 46 Confidential © Copyright 2009 Movitas 3/23/2010
  47. 47. Advertise specials and promotions 47 Confidential © Copyright 2009 Movitas 3/23/2010
  48. 48. Chula Vista – The mobile resort solution 48 Confidential © Copyright 2009 Movitas 3/23/2010
  49. 49. Chula Vista - Mobile menu for on-property amenities and attractions 49 Confidential © Copyright 2009 Movitas 3/23/2010
  50. 50. Chula Vista - Mobile menu for on-property amenities and attractions 50 Confidential © Copyright 2009 Movitas 3/23/2010
  51. 51. Chula Vista - Mobile ads promote special events & discounts 51 Confidential © Copyright 2009 Movitas 3/23/2010
  52. 52. Chula Vista – Aggregate social media to showcase attractions 52 Confidential © Copyright 2009 Movitas 3/23/2010
  53. 53. Chula Vista – Aggregate social media to showcase attractions 53 Confidential © Copyright 2009 Movitas 3/23/2010
  54. 54. Chula Vista – Aggregate social media to showcase attractions 54 Confidential © Copyright 2009 Movitas 3/23/2010
  55. 55. Chula Vista – Aggregate social media to showcase attractions 55 Confidential © Copyright 2009 Movitas 3/23/2010
  56. 56. Snow Mountain - Maps, Directions & Trails 56 Confidential © Copyright 2009 Movitas 3/23/2010
  57. 57. Snow Mountain - Maps, Directions & Trails 57 Confidential © Copyright 2009 Movitas 3/23/2010
  58. 58. Snow Mountain - Maps, Directions & Trails 58 Confidential © Copyright 2009 Movitas 3/23/2010
  59. 59. Snow Mountain – Webcam, User generated photos 59 Confidential © Copyright 2009 Movitas 3/23/2010
  60. 60. Snow Mountain – User generated video 60 Confidential © Copyright 2009 Movitas 3/23/2010
  61. 61. Kohler: Improving communication with resort guests 61 Confidential © Copyright 2009 Movitas 3/23/2010
  62. 62. Kohler: Improving communication with resort guests 62 Confidential © Copyright 2009 Movitas 3/23/2010
  63. 63. Kohler: Improving communication with resort guests 63 Confidential © Copyright 2009 Movitas 3/23/2010
  64. 64. Kohler: Improving communication with resort guests 64 Confidential © Copyright 2009 Movitas 3/23/2010
  65. 65. Kohler: Improving communication with resort guests 65 Confidential © Copyright 2009 Movitas 3/23/2010
  66. 66. Kohler: Improving communication with resort guests 66 Confidential © Copyright 2009 Movitas 3/23/2010
  67. 67. Jupiter: Convenience and Commerce 67 Confidential © Copyright 2009 Movitas 3/23/2010
  68. 68. Jupiter: Convenience and Commerce 68 Confidential © Copyright 2009 Movitas 3/23/2010
  69. 69. Jupiter: Convenience and Commerce 69 Confidential © Copyright 2009 Movitas 3/23/2010
  70. 70. Jupiter: Convenience and Commerce 70 Confidential © Copyright 2009 Movitas 3/23/2010
  71. 71. Jupiter: Convenience and Commerce 71 Confidential © Copyright 2009 Movitas 3/23/2010
  72. 72. Jupiter: Convenience and Commerce 72 Confidential © Copyright 2009 Movitas 3/23/2010
  73. 73. Driving bar & restaurant guest engagement 73 Confidential © Copyright 2009 Movitas 3/23/2010
  74. 74. Poster with promotion details 74 Confidential © Copyright 2009 Movitas 3/23/2010
  75. 75. The process 75 Confidential © Copyright 2009 Movitas 3/23/2010
  76. 76. The process 76 Confidential © Copyright 2009 Movitas 3/23/2010
  77. 77. Happy winners of the night 77 Confidential © Copyright 2009 Movitas 3/23/2010
  78. 78. On-property Groups and Events Solution 78 Confidential © Copyright 2009 Movitas 3/23/2010
  79. 79. The Schedule (sessions/events portal) 79 Confidential © Copyright 2009 Movitas 3/23/2010
  80. 80. Maps, floor plans 80 Confidential © Copyright 2009 Movitas 3/23/2010
  81. 81. Listen In - Talk Back • Upload pictures or videos • Media moderated and added to social media feeds to during conference 81 Confidential © Copyright 2009 Movitas 3/23/2010
  82. 82. Attendee Interaction: Crowd Wisdom Tracker 82 Confidential © Copyright 2009 Movitas 3/23/2010
  83. 83. Exhibitor Sweepstakes Campaigns 83 Confidential © Copyright 2009 Movitas 3/23/2010
  84. 84. Mobile Platform For Hospitality Businesses 84 Confidential © Copyright 2009 Movitas 3/23/2010
  85. 85. Intuitive, internet based management console 85 Confidential © Copyright 2009 Movitas 3/23/2010
  86. 86. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking All phone • End to end reporting types Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 86 Confidential © Copyright 2009 Movitas 3/23/2010
  87. 87. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 87 Confidential © Copyright 2009 Movitas 3/23/2010
  88. 88. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 88 Confidential © Copyright 2009 Movitas 3/23/2010
  89. 89. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 89 Confidential © Copyright 2009 Movitas 3/23/2010
  90. 90. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 90 Confidential © Copyright 2009 Movitas 3/23/2010
  91. 91. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 91 Confidential © Copyright 2009 Movitas 3/23/2010
  92. 92. Movitas Platform: Fully integrated mobile business • Mobile website Publisher • Device detection & optimization • Mobile SEO & trafficking • Campaign wizard Campaign Manager • Customer list manager • Customer demographics & prefs • Email, SMS, IM, Social Messenger • One off, timed, event driven • Opt-in/out management • Ads, landing pages, offers Advertiser • Publisher targeting • Conversion tracking • End to end reporting Analytics • Flexible analytics • External analytics plugins • RSS / Atom feeds Integrator • Xml integration APIs • Business application connectors 92 Confidential © Copyright 2009 Movitas 3/23/2010
  93. 93. Movitas Mobile Agency Platform Key to the mobile web • No server or software to install • Easy to use for marketers & staff • Power features for developers Manage multiple clients • For any size project – from a quick demo to a complete mobile web presence • Add accounts, start designing and creating campaigns 93 Confidential © Copyright 2009 Movitas 3/23/2010
  94. 94. Pricing Features: Scenario: • FREE 30 day trial Licensing fee: • Software as a service (SaaS) model $99/month • Monthly licensing fee Ranging from $19 - $99/month Page views: • Plus a variable usage fees 125 daily users view 5 pages a day Assumptions based $17/month – Page views on 250 room hotel; – Text messages 50% occupancy – Ad impressions Text messages: – Integrations 30% of 125 daily users opt-in 2 text messages a day • Setup and integration $180/month – Design and deploy your own mobile solution – or ask us to help Ad impressions: 125 users see 3 ads a day $56/month 94 Confidential © Copyright 2009 Movitas 3/23/2010
  95. 95. Next Steps Create an account and get started immediately at www.movitas.com/trial 95 Confidential © Copyright 2009 Movitas 3/23/2010
  96. 96. Next Steps Design and deploy your own custom solution – or ask us to help • Text “sendme clients” to 77950 to see more live mobile hospitality sites • Access free e-learning resources for various members of your team from marketing to technology: – http://movitas.com/mobkitreg • Contact us or Inquire for questions, help or pricing – http://movitas.com/inquire – 888-343-3721 – info@movitas.com • Try Movitas for free right now: http://movitas.com/trial • We’ll contact you when the Webinar follow-up materials are online For latest pricing visit movitas.com/trial 96 Confidential © Copyright 2009 Movitas 3/23/2010
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