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How mobile is changing travel plans slide share version

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This presentation, given to the 2014 Southwest Colorado Travel Summit, begins by reviewing some of the latest statistics on the meteoric rise of the use of smart phone and tablet devices, as well as …

This presentation, given to the 2014 Southwest Colorado Travel Summit, begins by reviewing some of the latest statistics on the meteoric rise of the use of smart phone and tablet devices, as well as the rapid increase in travel sales via mobile devices. The presentation goes on to explain how important it is for travel destinations to optimize for mobile, whether it is more important to create mobile apps or a mobile website, 3 different kinds of mobile websites and 5 ways marketers are using mobile to market their travel destinations.

Published in: Travel, Business, Technology

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  • 1. HOW MOBILE IS CHANGING OUR TRAVEL PLANS PRESENTED BY TOM LEYDON, CEO PILGRIM ADVERTISING AND DIGITAL MARKETING! TOM@THINKPILGRIM.COM! 303-962-0841 PRESENTATION TO THE 2014 SOUTHWEST COLORADO TOURISM SUMMIT
  • 2. Pilgrim Fast Facts! Age: born in 2002. Size: $17 million, 15 employees, 12 clients. ! Focus: Journey brands. Process: Visitor Planning Experience (VPX) Model
  • 3. 4 How Travelers Are Using Mobile! Audience Demo, Mobile Vs Desktop and TV Why Mobile Matters! Stats, Myths and Penalties for Not Playing Nice On Mobile Ways Travel Marketers Are Adapting To Mobile! 5 Ways Travel Marketers are Keeping Up With High Mobile Adoption Rates 1 2 3
  • 4. Worldwide Shipments of Mobile vs PC! In Thousands of Units 2012-213! Source: Gartner 341,273 299,342 119,529 179,531 725 million 1 billion
  • 5. Mobile Ad Sales! 2013 vs 2014 Source: IDC, January 2014 $18 billion $31 billion
  • 6. KEY FACT: U.S. MOBILE TRAVEL SALES WILL MORE THAN TRIPLE BETWEEN 2013-2017, TOTALING N E A R LY $ 5 0 B I L L I O N A Y E A R B Y 2 0 1 7.
  • 7. The biggest Deterrent?A bad mobile website . Source: Google
  • 8. #1 REASON TO OPTIMIZE FOR MOBILE? Google penalizes sites that don’t offer good mobile experiences ! If your website redirects to a mobile site, Google expects link parity! Problems redirecting, loading slowly, poor video playback, or too much flash can cost you a lower ranking
  • 9. 10 1 2 3 How Travelers Are Using Mobile! Audience Demo, Mobile Vs Desktop and TV Why Mobile Matters! Myths, Stats and Penalties for Not Playing Nice on Mobile How Travel Marketers Are Adapting To Mobile! 5 Ways Marketers are Using Mobile
  • 10. % of Smart! Phone Users % of Travel! Audience % of Smart! Phone Users % of Travel! Audience 52% 62% 48% 38% WHO’S PLANNING TRAVEL USING MOBILE? Source: comScore
  • 11. HOW MUCH TIME ARE THEY SPENDING ON MOBILE?! Source: eMarketer
  • 12. Source: TripAdvisor, Expedia Activities! 37% Weather! 46% Restaurants! 44% Hotel! 32% Photos! 29% Reviews! 26% Transportation! 26% WHAT ARE THEY LOOKING AT?
  • 13. MOBILE USE AFTER A TRIP 1. Posted videos on social sites 70% ! 2. Posted photos 61%! 3. Posted to social sites 60%! 4. Wrote restaurant review 45%! 5. Wrote hotel review 31%
  • 14. SMART PHONES OR TABLETS? PhoCusWright Jan 2014: Smart phone usage at 75-77% penetration, but tablet usage is skyrocketing! 44% of travelers own a tablet, 4 in 10 will buy one ! 7 in 10 tablet users: planning a vacation via tablet easy! Travelers are more likely to rely on tablets for destination selection, shopping and booking! Once traveler buys tablet, mobile usage doubles, with mobile web accounting for 50% of time spent online with a tablet !
  • 15. DO MOST TRAVELERS USE AN APP OR THE MOBILE WEB? Depends on the category! Cruise Lines: 100% mobile web! Maps: 98% apps! Travel destinations/theme parks: 54% apps, 48% mobile web! U.S. Android and IOS users spent 95% of time accessing travel info thru apps! That number is skewed by Google Maps app! 78% of all mobile time spent on Travel is driven by Google Maps! ! ! ! ! ! Source: Nielson
  • 16. 17 1 2 3 How Travelers Are Using Mobile! Audience Demo, Mobile Vs Desktop and TV Why Mobile Matters! Myths, Stats and Penalties for Not Playing Nice on Mobile How Travel Marketers Are Adapting To Mobile! 5 Ways Marketers are Using Mobile
  • 17. 5 WAYS TRAVEL BRANDS ARE OPTIMIZING FOR MOBILE 1. Mobile Web and Mobile Apps! 2. M-Commerce! 3. Location based services! 4. QR Codes! 5. Interactive Videos
  • 18. SHOULD I BUILD A MOBILE WEBSITE OR A MOBILE APP? Yes and yes.! Mobile Web: Drives new users to explore your brand! Mobile apps: Gives loyal users more powerful interaction w/your brand! Google says biz and leisure travelers still book most travel on their browsers
  • 19. 3 TYPES OF MOBILE WEBSITES 1. Responsive: One site optimizes across different screen sizes! 2. Dynamic Page Serving: Server detects device type and serves custom pages to fit different devices from one URL! 3. Parallel Mobile: Separate mobile URL Example: mobile.nytimes.com 70%penetration
  • 20. RESPONSIVE DESIGN Visit Laramie
  • 21. DYNAMIC PAGE SERVING
  • 22. PARALLEL MOBILE Travel Tipoff
  • 23. M-COMMERCE Priceline
  • 24. LOCATION BASED SERVICES Lufthansa
  • 25. QR CODES Visit Laramie
  • 26. PRESENTED BY TOM LEYDON, CEO PILGRIM ADVERTISING AND DIGITAL MARKETING! TOM@THINKPILGRIM.COM! 303-962-0841