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Mobile travel trends 2015 by Triptale

A look into the mobile trends in 2015 for destination marketing. What to expect and what to look out for.

Presented at the digital tourism think tank in Barcelona in dec 2014.

This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks.

The target audience is dmo and tourism marketeers.

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Mobile travel trends 2015 by Triptale

  1. 1. Mobile Trends for Destination Marketing 2015 By Tine Thygesen - @tahitahi
  2. 2. Amazing travel apps I’m Tine Thygesen from
  3. 3. I want to tell you a story about one of the biggest societal, technical innovations in all time.
  4. 4. 1. Planning Surprisingly, it doesn't look like this
  5. 5. But like this… 
 In sub saharan, Uganda, Botswana, Ghana researchers noticed in 2012 that people were transferring air time (phone credit) as proxy for money They looked into it, and in 2004 first airtime swapping was authorised in Mozambique 2007 it was launched as a full service to transfer small amounts of money, between private people: M Pesa
  6. 6. 1. Planning Today it has changed the payment landscape in 9 countries. And has 19m active users This hyper innovative branchless banking service, was amazingly by department by Intl. Development of U.Today it is run byVodaphone, SafariCom
  7. 7. In 2015 mobile payment finally arrive in the west! Apple Pay: Pay in physical stores and in apps with one touch ‣ Tiny fees ‣ Strong partners ‣ Privacy ‣ Secure
  8. 8. Trend #1 Mobile payments go big in-mobile purchases real world transactions
  9. 9. 1. Planning Big year for ‘there’s an app for that’ Police, sending letter, track my fitness, for all my reading, signing documents, for buying petrol, CPR first aid, school homework, grocery shopping, decide clothes to wear
  10. 10. 86% mobile time spent in apps! Total 2.42h/day Average traveler: 3 apps, use two. Frequent traveller +1
  11. 11. Market dictates: single purpose apps Speed über alles
  12. 12. More time: 26 minutes more than Android’s (Total time 2h 42min pp/day) More Data: iPhone downloads 1.1 GB p/m vs Android’s 0.9 GB (US) More money ‣ Spend 4x more on apps ‣ iPhone 57% of mobile commerce transactions vs Android's 43% (US) Android more users But iPhone users still more valuable
  13. 13. ‣ Single purpose apps ‣ Invisible apps (background, tracking, health) ‣ Occasional apps (medical, police, postage) Trend #2 Apps for everything
  14. 14. Trend #3 Hyper informed consumer
  15. 15. Rise of the silent traveler A lot of visitors will buy more/ be happier if they can be serviced 100% online
  16. 16. * One2Few, instead of One2Many * Short message lifetime * 1b MAU: Snapchat, WhatsApp, WeChat, Line Tough for marketeers: Less broadcasting, more private sharing
  17. 17. Demand for loyalty products Hilton rolled out ‘Choose Your Room’ feature in HiltonHonors app. Also has mobile check-in / out. All airlines now have, or are working on a loyalty app.
  18. 18. Key driver for tourism: 
 Visual networks Photo networks rapid growth 1.8B photos uploaded & shared per day
  19. 19. Some more 
 classy than others… the selfie stick
  20. 20. People want stories… #4 Technology is simply the method
  21. 21. Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997) Tell a story that 
 lets people join an exclusive crowd...
  22. 22. People want what we cannot have. So wrap content in a veil of “secret” or “insider”
  23. 23. The “local” concept to make people feel like a traveler, not a tourist Airbnb’s “Belong Anywhere” story
  24. 24. And it’s not even branding. In ’71 they rejected GNP as core metric Also has limited tourism arrival intake. And scarcity creates demand! Bhutan’s “Gross Happiness Index” Best tourism branding. Ever.
  25. 25. Thank you! Looking for a mobile app agency? Get in contact
  26. 26. Sources and links Visit Iceland Experian: FierceWireless AdTruth