Creating a Mobile Strategy for Hotels | ORC2014

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With so many people using their smartphones and tablets on-the-go, it’s vital for hoteliers to be targeting a mobile audience in each stage of travel – from planning to booking to experiencing. Does your hotel have a mobile-friendly website and is it providing an optimal user-experience? Is your hotel effectively capturing nearby searchers looking for a last minute room? Is your hotel team proactively encouraging your guests to share their positive experiences on Facebook? If your hotel does not have a mobile-strategy in place, than you may be losing potential guests to your mobile-savvy competitors. In this session, Blue Magnet Interactive will walk you through the necessary mobile channels that your hotel needs to be optimizing to increase bookings and drive more revenue in 2014!

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Creating a Mobile Strategy for Hotels | ORC2014

  1. 1. nakedsecurity.sophos.com
  2. 2. Loyal App User? Facebook Recommendation Asker? Review Site Checker? Pre-Trip Visual Experiencer?
  3. 3. 1. Why does mobile really matter? 2. What does “mobile optimization” actually mean? 3. How to create a multi-channel mobile strategy? 4. Where to begin? 5. Q&A
  4. 4. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Visits by Mobile Hotel in Nashville, TN
  5. 5. Hotel in Nashville, TN Visits by Device Category Mobile Tablet Desktop Mobile Tablet Desktop
  6. 6. 0% 10% 20% 30% 40% 50% 60% Male Female By Gender 0% 5% 10% 15% 20% 25% 30% 18-24 25-34 35-44 45-54 55+ By Age Group 0% 5% 10% 15% 20% 25% 30% 35% 40% Less than 50K $50-100K $100-125K $125-150K $150K+ Declined to Answer By Household Income Anatomy of Mobile Shoppers nielsen.com
  7. 7. • Generate more quality traffic • Increase bookings • Increase conversion rate • Increase ADR • Boost guest engagement • Increase WOM/social referrals
  8. 8. Enhancing your hotel’s presence on all mobile devices, thereby creating an efficient shopping and traveling experience for all mobile users. • Mobile App • Mobile version of your Desktop Website • Responsive Website • External mobile channels (social media, OTAs) • Increase WOM/social referrals • Simplifying the Experience & Booking Process
  9. 9. Channels & Strategies Impacted • Instagram – mobile app • Foursquare – mobile app • Facebook ~ 80% mobile usage • Twitter ~ 76% mobile usage • Pinterest ~ 75% mobile usage ...and many more social media channels
  10. 10. comscore.com
  11. 11. o Travel is the most popular topic on Facebook - 84% of people are inspired by friends’ holidays on Facebook - 70% of people can easily imagine going to a place if they see friends and family have been there tnooz.com
  12. 12. Channels & Strategies Impacted • Local Search Optimization • Social Media Channels • Online Travel Agencies • Online Review Sites • Paid Search Advertising • Hotel Website
  13. 13. Recommendations via social media are a huge influence Consumers are 71% more likely to purchase based on social media referrals There are 500 billion word of mouth impressions on social media each year in the United States; each individual post by a consumer reaches an average of 150 people
  14. 14. Most Popular Travel Websites in March 2014 38 million unique visitors 35 million unique visitors 25 million unique visitors 16 million unique visitors 20 million unique visitors
  15. 15. Google AdWords provides robust mobile targeting by • Time of Day • Location • Device • Demographic Last year in the US, the share of paid search clicks from mobile devices rose from 21.8 percent in January to 34.2 percent in December. Paid search clicks from smartphones almost doubled throughout 2013.
  16. 16. Channels & Strategies Impacted • Online Travel Agencies & Mobile Deal Apps • Mobile site presence • Site Design and Development • User Experience • SEO/Content Marketing
  17. 17. Mobile First – Start with mobile & build from there • Mobile site vs responsive web design • Mobile-optimized website versus app • Mobile design and site architecture • Conversion optimization and tracking • Content creation • Mobile only offers and deal apps for last minute shoppers
  18. 18. Responsive Website Design automatically reformats to fit your device screen size, enhancing the user-experience while shopping on mobile, tablet, desktop, or TV!
  19. 19. A Mobile Website is a separate site from your desktop site, and can be set up to detect a user coming from a mobile device so it can send the user to the correct mobile web page
  20. 20. Mobile Apps have strong user experience over their browser counterparts, and high levels of engagement and conversion optimization Did you know… About 80% of the typical mobile user’s time is spent on mobile applications!
  21. 21. Channels Impacted • On-Property/POP • Provide share-worthy guest experience • Educate team about hotel’s social media • Incentivize team for online reviews • Mobile Website
  22. 22. Can you remember…. the last time your phone was not within earshot? fastcompany.comAGES 18 – 44
  23. 23. Mobile allows guests to write reviews in real time.
  24. 24. Your hotel’s mobile site is the concierge’s best friend. “Unclutter” the front desk (maps, menus, things to do lists)!
  25. 25. Channels & Strategies Impacted • Social Media Channels • Online Review Sites
  26. 26. • Five minutes of famed • Freebies at hotel • Chance to win/Giveaways Reward User-Generated Content to maintain control and acquire content
  27. 27. Promote social media engagement in keycard inserts Market your social channels around the hotel. Implement a check-out strategy to ask guests for online reviews.
  28. 28. First Steps • Dig through your current analytics • Assess your current mobile strategy on all applicable channels • Determine the necessities • Ensure consistent messaging across devices, including email and SMS, and explore cross-device marketing functionality
  29. 29. Local Listing Optimization • Assess your current local listing status • Determine your correct NAPU and begin updating the major players!
  30. 30. OTA Optimization • Assess your OTA listing content and reputation • Run mobile-only offers and utilize mobile deal apps • If beneficial, sign up for mobile OTA upgrades (like TripAdvisor)
  31. 31. Create your social media strategy • Dedicate a resource to social media and define your goals • Determine which channels work for your needs • Use a content calendar and follow mobile best practices • Encourage on-property engagement!
  32. 32. Educate and incentivize your staff • Provide the best guest experience ever • Implement an online review strategy
  33. 33. Site Design/Development with User Experience SEO & Content Creation • Responsive Web Design vs. Mobile strategies Paid Search Advertising • Develop mobile-targeted PPC campaign with mobile-friendly landing pages
  34. 34. Bring it all together - Interlink your optimized mobile channels so they all effectively contribute to the all five stages of travel!

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