There are goals...
Interact and communicate to turn
interest into bookings
core info, loyalty,
assist as to get
push to get
and there are channels...
In person, interactive
Mobile is “just” another channel. So it’s not a product to push in itself, it’s a service rendered
‣ Awareness, make sure the 20% that
access your info via mobile can read it
‣ Best for in-destination
Mobile is great for creating fans
52% use apps in-destination
‣ 94% research things to do
‣ 75% search for restaurants
‣ 80% for maps and directions
‣ Reward core customers
‣ Encourage sharing
1: On-the-go becomes
bigger, most of these late
bookings will be made on
For hotels already 65% of late bookings are
via mobile, for ﬂights 15%.
Las Vegas already gets 30% of all bookings
Biggest days are Fri-Sat, so it’s weekend trips
People will travel less prepared,
with shorter notice.
Their discovery, planning and
booking moves to mobile.
2: Your most important job
becomes to provide
Unbiased validation, reviews, user
generated content, word of mouth and
social becomes even more important.
Therefore, it must be possible to share
3: Maps become a
Because people want contextual
information they navigate and research
via the maps
Google and Apple maps becomes place to
ﬁnd opening hours, links and prices
Social geo networks like Yelp, Foursquare,
Everplaces become more used to ﬁlter info
Exact location inside buildings now possible
Commerce moves to maps
4: Service and problems
are helped immediately, on
location via mobile
Inform as the problem happens, cancellations,
delays, waiting times
Rebooking and in trouble assistance directly in app
Advanced notiﬁcations, contextual and geo; like
happy hour, event notiﬁcations, deals
Improved service due to mobile, like at Starbucks
5: Payments become easy,
and we pay for different
Pay with mobile is now almost ready for mainstream
Order food and drink without waiting for the waitress
Mobile purchase to jump the queue at attractions, cinemas,
etc. Check-in on mobile, all is ready as you get there
Less margin on hotel and attractions so up-sell becomes
important; tours, rental, spa, practical, restaurant
Premium on time: book hotel only during day, late checkout
6: More authentic and
Advertising must be served together with
UGC to provide trusted information, people
no longer trust unqualiﬁed statements
You won’t only book room type, but also ﬂoor
plan, position at hotel, see pictures of all
1) New paradigm:
DMOs become more
content curators than
2) More ﬂexible IT
systems and providers
Short cuts to an effective digital presence
Technology should not be a burden, but a help!
Choose IT suppliers who are ﬂexible. It’s now common with several tech
providers. Optimal scenario is for systems to be integrated, so everything
Bring dynamic info into your site:
- Feeds into apps and website from streams, Instagram, Twitter. Now
possible to get admin power to delete undesirable images.
- Embeds of content and ratings from external content providers. Should
be automatically updated.
App pulls in
automatic feed from
New: It’s now
possible to build a
ﬁlter function so you
Optimize content already made, spread it.
- Widgets: Send into partner websites Make your content collections
available making widgets they can embed. Great to spread the word and
for partners to take responsibility.
- Widgets: Turn into interactive displays Rather than investing in
expensive on-destination solutions, use iPads and projectors to
showcase maps and information. Can be done by partners too.
- Integration: Send directly into apps. Like Everplaces integration with
TellUs/ New Mind so apps talk directly to database
All the above can be combined with blogs to make quick and dirty
campaign landing pages.
EP into wordpress blog
instagram into german app
widget onto wall DAC
Interactive display, controllable by a mouse
Could also be on a
website, and display
places by image.
Be mobile on others’ pages and apps
- Other people’s apps: Be included in event apps, supply content to
partner apps (ferries, campsites, hotels), and NTOs.
When should you make own apps?
‣ Info that only you would share
‣ Core local information, not out there
‣ Brand control
- Location based networks: Key priority this year is Apple and Google
Maps. Other sources that are often fed to multiple sites are Facebook,
Foursquare, Yelp, TomTom
By Tine Thygesen, @tahitahi
Considering an app for your
email@example.com for great