Going Mobile: Holiday
Lettings in a Device-Driven
World
VRMA Europe 2013
@kirbywinfield
CEO, @Dwellable
Dwellable is the leader in
mobile
holiday lettings
• Top app on iOS, Android, Kindle
• Free to list
• Google-style Quality...
Today’s agenda
• Mobile trends overview
• Q4 2013 VRMC survey results
• Travel/VR detail
• Best practices
• Q&A/discussion
The PC is flat and the future is
mobile
A wake up call
More than 75% of literate adults worldwide will
have smartphones by 2017
2017 forecast base (m)

8000
7000

2012

6000
Gro...
We have reached “peak PC”
Global annual unit sales (m)
100

75
All PCs

50

Tablets

25

0
Jun 2010

Dec 2010

Jun 2011

D...
Tablets went from nonexistent to more
than half consumer PC market in 3
years…
Global annual unit sales (m)
200
150

100
C...
To put that in perspective
10 YEARS

3 YEARS

1980-1990

2009-2012

105 million sold

128 million sold
Source: ET Forcast
…and smartphones make tablet growth
look slow
Global annual unit sales (m)
800

600

Corporate PCs

400

Consumer PCs

200...
Combine the two and the shift gets even
clearer
Global annual unit sales (m)
1250

1000

PCs

Smartphones
and Tablets

750...
Smartphones turn PCs into “shells”

Korea Telecom’s Spider Laptop has no processor, memory or OS – and will work with all ...
When traditional mobile is fully replaced
by smartphones, it’s game over
Global annual unit sales (m)

1800

Corporate PCs...
Which makes it easier for consumers to
do more of what they love…
Three-quarters of Britons text, blog or surf the internet while on the toilet (YouGov 2009)
Your customers spend more time on
mobile every day than on the wired web
Share of Time Spent per Day with Major Media by U...
Photos are eating the world (tracking
closely with smartphone growth)
500M photos uploaded and shared per day, growth acce...
In leading edge mobile markets, mobile
search surpassed PC/laptop
South Korea search query trend (indexed)

100
PC Query

...
And mobile users are increasingly
comfortable paying by smartphone
% Groupon NA transactions completed on mobile
50%
40%
3...
How are holiday rental
managers reacting to the rise
of mobile?
Mobile Holiday Lettings in 2013: Dwellable Survey
Listings sites are primary bookings
source
Where do your bookings
come from?
(top 3 sources)

Traditional listings sites a...
Holiday lettings companies have taken
the first step - recognition
Does a meaningful number of
potential renters currently...
And most holiday lettings companies are
on board with using the mobile channel
How important is it for
you to reach
potent...
Mobile is the most important growth area
for holiday lettings
I believe the most
important areas
of growth for my
business...
Mobile marketing is a strategic priority
The most crucial thing I
could tell the largest
vacation rental search
companies,...
But actual execution is still rare
Do you have a
mobile website?

“Haven't thought about it, we
just use commercial [listi...
Laissez faire approach to mobile design
What statement best
describes your current
approach to mobile
users (smartphones
a...
Most holiday lettings companies lack
urgency do not have a
If you
mobile website, do you
have plans to build one?

“I don'...
Cost and form factor apprehension
holding
back customization
If you do not have a
mobile website or do
not plan to build o...
Confidence abounds
How confident are you in
your ability to plan and
execute a mobile strategy
for your business?

“Many o...
Mobile is the future of holiday
lettings
74 million seek travel information on mobile each month

Source: comScore, Expedi...
Mobile pulling even with laptop for travel
research…and bookings are non-trivial
Mobile searchers are ready to book
Mobile surpassed all traditional media for
VR referrals
Information sources for researching vacation rentals (2012)
20%
15...
More than half of mobile users booked
travel on smartphone or tablet in last 90
days
60%
50%
40%
30%
20%
10%

31% book
on
...
Why mobile planners don’t book on
mobile
What do I do about it?
Best Practices
A picture is worth 1K words
Responsive design
What not to do
Main page
• Representative images
• Big navigation buttons
• Prominent phone #
• Best foot forward
Photos
• “You don’t need fewer photos,
but compress the images so they
load quickly. If it takes too long,
users aren’t li...
Home details
• Single photo highlighted
• Short descriptions
• Bulleted lists of amenities
• Easy navigation
• Reviews alm...
Rates & calendar
• Make the rate prominent – it’s
the first thing people want to
see once they know they like the
home
• C...
Guest management
• Custom trip info for your guests
• Local recommendations
• Your rental properties
• Feature information...
Lead generation
• Reduce info request to minimum
contact details
• Offer click-to-call
• Ask your listings site provider
a...
In summary
• Speed – close to 50% of users will wait 5 seconds or less before giving
up on a site.
• Highlight pricing, de...
Ask the Expert
• Mobile websites vs. apps –
which is more important?
• How important is mobile for
providing guests with
i...
Offer a feedback loop

Kirby@Dwellable.com

@dwellable
Going Mobile: Vacation Rentals in a Device-Driven World - VRMA Europe 2013
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Going Mobile: Vacation Rentals in a Device-Driven World - VRMA Europe 2013

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Travelers are rapidly moving from the PC to the tablet and smartphone for not only planning and researching, but inquiring and booking vacation rentals. Mobile is poised to devour the vacation rental world, and this presentation is meant to help holiday lettings and vacation rental suppliers prepare for success.

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  • Dwellable is turning the traveler experience of vacation rental search on its head with big beautiful pictures, elegant apps, and zero clutter. We focus on the traveler while others are tied up with licensing to PMs and owners
  • Going Mobile: Vacation Rentals in a Device-Driven World - VRMA Europe 2013

    1. 1. Going Mobile: Holiday Lettings in a Device-Driven World VRMA Europe 2013 @kirbywinfield CEO, @Dwellable
    2. 2. Dwellable is the leader in mobile holiday lettings • Top app on iOS, Android, Kindle • Free to list • Google-style Quality Score • Announced global expansion today
    3. 3. Today’s agenda • Mobile trends overview • Q4 2013 VRMC survey results • Travel/VR detail • Best practices • Q&A/discussion
    4. 4. The PC is flat and the future is mobile A wake up call
    5. 5. More than 75% of literate adults worldwide will have smartphones by 2017 2017 forecast base (m) 8000 7000 2012 6000 Growth to 2017 5000 4000 3000 2000 1000 0 Population Adults Literate Adults Mobile Smartphones PCs Tablets Source: Gartner, IDC, Enders Analysis
    6. 6. We have reached “peak PC” Global annual unit sales (m) 100 75 All PCs 50 Tablets 25 0 Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Source: Gartner, IDC, Enders Analysis
    7. 7. Tablets went from nonexistent to more than half consumer PC market in 3 years… Global annual unit sales (m) 200 150 100 Corporate PCs Consumer PCs 50 Tablets 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Gartner, IDC, Enders Analysis
    8. 8. To put that in perspective 10 YEARS 3 YEARS 1980-1990 2009-2012 105 million sold 128 million sold Source: ET Forcast
    9. 9. …and smartphones make tablet growth look slow Global annual unit sales (m) 800 600 Corporate PCs 400 Consumer PCs 200 Tablets Smartphones 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Gartner, IDC, Enders Analysis
    10. 10. Combine the two and the shift gets even clearer Global annual unit sales (m) 1250 1000 PCs Smartphones and Tablets 750 500 250 0 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013e Source: Enders Analysis
    11. 11. Smartphones turn PCs into “shells” Korea Telecom’s Spider Laptop has no processor, memory or OS – and will work with all Android phones Source: ET Forcast
    12. 12. When traditional mobile is fully replaced by smartphones, it’s game over Global annual unit sales (m) 1800 Corporate PCs Consumer PCs 1350 Tablets Smartphones 900 All Mobile Phones 450 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Source: Gartner, IDC, Enders Analysis
    13. 13. Which makes it easier for consumers to do more of what they love…
    14. 14. Three-quarters of Britons text, blog or surf the internet while on the toilet (YouGov 2009)
    15. 15. Your customers spend more time on mobile every day than on the wired web Share of Time Spent per Day with Major Media by US Adults 40% TV Online 30% Mobile (non voice) 20% Radio Print 10% 0 2010 2011 2012 2013 Source: eMarketer
    16. 16. Photos are eating the world (tracking closely with smartphone growth) 500M photos uploaded and shared per day, growth accelerating, 2x YOY Photos uploaded and shared per day (m) 600 500 400 Facebook 300 Instagram 200 Snapchat 100 Flickr 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: KBCP
    17. 17. In leading edge mobile markets, mobile search surpassed PC/laptop South Korea search query trend (indexed) 100 PC Query Mobile Query 0 1/11 3/11 5/11 7/11 9/11 11/11 1/12 3/12 5/12 7/12 9/12 11/12 1/13 3/13 Source: NHN, KPCB
    18. 18. And mobile users are increasingly comfortable paying by smartphone % Groupon NA transactions completed on mobile 50% 40% 30% 20% 10% 0 1/11 4/11 7/11 10/11 1/12 4/12 7/12 10/12 Source: GRPN, KPCB 1/13
    19. 19. How are holiday rental managers reacting to the rise of mobile? Mobile Holiday Lettings in 2013: Dwellable Survey
    20. 20. Listings sites are primary bookings source Where do your bookings come from? (top 3 sources) Traditional listings sites are <20% mobile, while newer app-based services can be 50%+ mobile Source: Dwellable
    21. 21. Holiday lettings companies have taken the first step - recognition Does a meaningful number of potential renters currently research vacation rentals via mobile? More than 75% of Dwellable users researched vacation rentals via mobile in 2013 Source: Dwellable
    22. 22. And most holiday lettings companies are on board with using the mobile channel How important is it for you to reach potential renters via mobile? “We are in the process of developing a new responsive design website.” Source: Dwellable
    23. 23. Mobile is the most important growth area for holiday lettings I believe the most important areas of growth for my business over the next 5 years will be: “I plan to add booking to my mobile site very soon.” Source: Dwellable
    24. 24. Mobile marketing is a strategic priority The most crucial thing I could tell the largest vacation rental search companies, in order of importance: Source: Dwellable
    25. 25. But actual execution is still rare Do you have a mobile website? “Haven't thought about it, we just use commercial [listings] websites.” Source: Dwellable
    26. 26. Laissez faire approach to mobile design What statement best describes your current approach to mobile users (smartphones and tablets)? “My current website works fine for mobile searching.” Source: Dwellable
    27. 27. Most holiday lettings companies lack urgency do not have a If you mobile website, do you have plans to build one? “I don't feel people want specific apps or mobile specific websites. The experience should be seamless across every device.” Source: Dwellable
    28. 28. Cost and form factor apprehension holding back customization If you do not have a mobile website or do not plan to build one in the near term, why not? “People may initially find property on a mobile device, but use a more 'full PC' environment for further research & actual booking.” Source: Dwellable
    29. 29. Confidence abounds How confident are you in your ability to plan and execute a mobile strategy for your business? “Many of the rental sites we use have mobile apps.” Source: Dwellable
    30. 30. Mobile is the future of holiday lettings 74 million seek travel information on mobile each month Source: comScore, Expedia
    31. 31. Mobile pulling even with laptop for travel research…and bookings are non-trivial
    32. 32. Mobile searchers are ready to book
    33. 33. Mobile surpassed all traditional media for VR referrals Information sources for researching vacation rentals (2012) 20% 15% 10% 5% 0 Mobile device Called tourism bureau Printed books/ magazines/ newspapers Advice from travel professional Note: 67% websites, 30% friends/family Read a print brochure TV/radio Responded to direct mail, email or phone call Source: PhoCusWright
    34. 34. More than half of mobile users booked travel on smartphone or tablet in last 90 days 60% 50% 40% 30% 20% 10% 31% book on smartphone 39% book on tablet 30% book on smartphone 40% book on smartphone 54% book on tablet 48% book on tablet Research on tablet Research on smartphone 0 Research on laptop Source: Skift, JiWire
    35. 35. Why mobile planners don’t book on mobile
    36. 36. What do I do about it? Best Practices
    37. 37. A picture is worth 1K words
    38. 38. Responsive design
    39. 39. What not to do
    40. 40. Main page • Representative images • Big navigation buttons • Prominent phone # • Best foot forward
    41. 41. Photos • “You don’t need fewer photos, but compress the images so they load quickly. If it takes too long, users aren’t likely to wait or return. Make them scrollable and tap-to-enlarge.” Source: WebChalet
    42. 42. Home details • Single photo highlighted • Short descriptions • Bulleted lists of amenities • Easy navigation • Reviews almost as important as photos
    43. 43. Rates & calendar • Make the rate prominent – it’s the first thing people want to see once they know they like the home • Calendar should have its own page
    44. 44. Guest management • Custom trip info for your guests • Local recommendations • Your rental properties • Feature information your guests want to see
    45. 45. Lead generation • Reduce info request to minimum contact details • Offer click-to-call • Ask your listings site provider about mobile
    46. 46. In summary • Speed – close to 50% of users will wait 5 seconds or less before giving up on a site. • Highlight pricing, deals, and comparisons – 73% tablet users say this is most popular search activity, and 1 in 4 purchase “because the price is right” • Easy to see, read, navigate • Mobile websites are conversion machines, and need to be finely tuned • Fast, clear path to booking or inquiry • Secure, private *Source: Compuware
    47. 47. Ask the Expert • Mobile websites vs. apps – which is more important? • How important is mobile for providing guests with information? • What are guests interested in when it comes to mobile usage? Jason Sprenkle Co-CEO, Glad To Have You Owner, 360 Blue, Florida
    48. 48. Offer a feedback loop Kirby@Dwellable.com @dwellable

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