The mobile travel journey is broken, from inspiration to in-transit, users face a fragmented experience. Check out Button's Chief Revenue Officer and Co-Founder's, Mike Dudas, presentation from Phocuswright Europe 2018.

1. usebutton.com

2. Inspiration &
Discovery
Booking In-Transit
Stages of the Traveler Customer Journey

3. Expedia, 2015
156M
people in the US who engage
with digital travel content
90%
of monthly travel visitors are
on a smartphone or tablet
Inspiration & Discovery: Primarily Mobile-Driven

4. Google, 2014
87%
of these events
occurred on mobile
34 Searches5 Videos380 Web Page Views
One Trip In Planning…

5. Let’s take a look at how some of the travel
research experiences feel today on mobile.
Say I’m thinking about a trip to Bali, but first,
I want to understand some of the potential
hotels there.

6. I found a hotel that really appeals to me and
I want to know more. But there’s no easy
way to do that from this publisher’s content.
So instead, I decide to copy it myself.

7. There we have it…

8. Copy and paste it into Google.
And here I am seemingly finding
the direct supplier myself.

9. Here’s an example of how we can do this better.
Say I’m doing the same activity — looking at
hotels I’m interested in for a trip to Miami, and I
find the Faena Hotel on Conde Nast Traveler.
Only this time, there’s a link to send me straight
to a booking through Hotels.com

10. Even better, this link can preview the hotel
for me, and send me straight to Hotels.com’s
app since I’m already a loyal customer (or
offer to install it beforehand).
Now I can book simply, and that publisher
gets attributed that referral.

11. Google, 2015
46%made their final booking
decision on mobile yet moved
to another device to
complete
Bookings: Still a Mobile Gap to Close

12. Criteo, 2016
Mobile Travel Bookings
46%
Mobile Web
57%
In-App

13. 151 taps
on mobile from decision to
travel purchase

14. Let’s take a look at how a
typical OTA works to drive
a user to their end goal —
a booking — that will
make them revenue.

15. After inputing my travel
details, I wait for results, and
scroll through, maybe even
filtering to find the right
time, price, or flight duration.

16. Now the OTA has to check to see
if that itinerary is still available
with the airline, so I wait here
with this loading screen.

17. Great, it’s still available. I’ll
check the times again, maybe
pick my seats. I scroll down
and verify the price one last
time and hit continue.

18. Now I have to enter my
information, my name, birthday
and gender, maybe even my
frequent flyer program, and hit
continue once again.

19. Finally, after 5-6 steps, I’m at
the booking page. But I still
have to enter my credit card and
billing information. I’m not sure
how secure the mobile website
is, and it seems like too much
effort, so I’ll likely abandon.

20. So I double-tap my home
Button and abandon, probably
to go do this whole process
over again on desktop.

21. Let’s see how we can do this
better. Here’s an example
metasearch app that I love to use.
And I see a hotel in London I’ve
always wanted to stay at.

22. And here I get a price comparison
and different booking providers.
Great. Again, let’s say I’m a loyal
Hotels.com user, and even after
searching, they still win me over. I
click to book.

23. I get a great preview of the hotel
and an option to book in app or in
mobile web.

24. And again, I’m either prompted to
install the app, or am sent directly
to it to book with my same info
and payment credentials I’ve used
before. Simple — we’ve reduced
151 taps to a matter of 3 to 4.

25. “Travelers now consider their smartphone to be the single most
indispensable item they carry with them when they travel…
…ahead of their toothbrush, deodorant and driver’s license”
Expedia, 2016
In-Transit: Smartphone over Hygiene

26. TripAdvisor, 2015
Looking for hotels60%
Looking for things to do67%
Looking for restaurants71%
Reading reviews64%
Finding my way around/maps81%
In-Transit: Travelers’ Smartphone Activities

27. How can you help in this stage?
Provide services that fulfill the
whole travel experience.
For example, on Hotels.com’s app,
when looking at my hotel
confirmation, I see a mobile
concierge for my stay — including
uber, OpenTable, and Groupon.

28. And when I tap…
I see a preview of the deals from
Groupon, for example, nearby my
hotel.

29. And after selecting the deal I’m
interested in, I am sent to install or
directly to Groupon’s app to
complete my purchase.

30. Inspiration &
Discovery
Booking In-Transit

31. Button Connects Mobile Experiences

32. Local Experiences for Destinations, Too

33. With Results You Can Measure
Measurement, attribution, and affiliation built right in

34. usebutton.com