Hotels need to react much more quickly to the guest wifi connectivity requirements for mobile devices in-house and not just focus their mobile strategy on mobile web presence and booking. There are two sides to mobile in hospitality and hotels must deliver on both.

1. How Mobile Technology
Is Shaping Hospitality
Des O’Mahony PhD
CEO & Founder, Bookassist

2. 1 Inside View

4. the guest is
the driver

5. the guest will
expect connectivity

6. unlimited
200MB
€52

7. ~€1.75 a day =
unlimited
200MB
€52 a month
cheaper than your morning
coffee on the way to work!

8. QUESTION:
How many wifi devices
do you travel with?
None
One Device
Two Devices
Three or More
SmartBrief Media Services
White Paper on Top Hospitality Tech Trends June 2013
smartbrief.com
1
2
3+

12. iWatch?

14. 13
+
Always On - High Bandwidth - Just One Room

15. QUESTION:
How much would you
pay for wifi access?
$15
$15 for Premium
$10
It Should Be Free
SmartBrief Media Services
White Paper on Top Hospitality Tech Trends June 2013
smartbrief.com
f ree!

16. Searches for hotels that
we see in Bookassist
specifying wifi
Not specified
Free Wifi specified
Wifi/internet specified
Bookassist client search volume analysis
January to September 2013
bookassist.com
ree
f
ifi?
w
ifi?
w

17. Searches for hotels that
we see in Bookassist
specifying wifi
Not specified
Wifi/internet specified
or i
w ifi
Bookassist client search volume analysis
January to September 2013
bookassist.com
net
nter

18. poor wifi is damaging
your business
d user yo u’re
the connecte the mos t
annoying has o ur reputation!
fluence on y
in

19. Guest Sentiment Scores (Extract)
Key Drivers: Internet Services
!
TrustYou Annual Report EMEA January 21, 2014
2012
2013
-11.3%
-9.2%
-8.9%
-4.8%
-5.4%
-2.2%
-2.2%

20. Guest Sentiment Scores (Extract)
Key Drivers: Internet Services
!
TrustYou Annual Report EMEA January 21, 2014
2012
2013

21. Guest Sentiment Scores (Extract)
Key Drivers: All Six
!
TrustYou Annual Report EMEA January 21, 2014
87.1%
2012
2013
88.2%
67.2%
76.1%
-3.8%
59.0%
74.8%

22. the multi-device
guest is the norm
react and
cco m mo date
a
now

23. the guest wants to
stay connected
facilitation
brings
gratitu de!

24. the guest is
self-entertaining
pportunity to
o
o utco mpete
others!

25. x
treat wifi as customer service priority
don’t ration, don’t charge
prepare for increasingly high bandwidth
invest in flexible enabling technology
capitalise on your new capability
with new services.
,
tal concierge ut
d ig i
e check in/o
mobi l
tual JIT info
contex

26. 12 Outside View

27. ore?
pp s t
a
Mobile Search
rr
a
b
r!
ie
Tap Result
Expect Info!

28. WebApp ?
or responsive design?

29. Must look at user behaviour on mobile
to choose responsive, webapp or app,
not just reformat same content

30. We find tablet and laptop/desktop
behaviour similar, but small screen
mobile quite different paradigm

31. Offers
Book
Reviews
for today
social
Facebook
Video
Contacts
phone, map
Email
Route
Photos
TEXT

33. send automatically to mobile
easy return to full website

34. Tangible ROI - Mobile Revenue
Example: European Hotel Group with <10 Properties
% of direct online revenue
Mobile
8.5%
€89k pm
Mobile
1.9%
intro duce d
webapp

35. Tangible ROI - Mobile Revenue
Example: European Hotel Group with <10 Properties
% of direct online revenue
~87%
revenue
uplift with
webapp
mobile
without
webapp
intro duce d
webapp

36. margin opportunity,
don’t discount!
majority bookers
are last minute!
success on mobile
must use mobile
marketing,
optimise G+
customer-facing
solution must
remove barriers

37. tential
po
mobile is a key distribution channel
! warning!