50% of the people accessing websites in 2013 will be doing so from a mobile device. Find out what this means for Australian tourism businesses and how they can respond.

1. Is your website
engaging your
customers?

2. Did you know that very
few websites work
effectively on smartphones
(iPhones) and tablets (iPads).
Does yours?

3. In 2010, People purchasing travel online in the
Asia-Pacific region was worth $44 billion.
This will rise to a staggering $131 billion by 2016
– equating to 36.8% of total travel spend.
Are you providing your potential customers with
an effective website experience and reaching
this online-savvy market?
Do you have a responsive website?
IF YOUR WEBSITE ISN’T OPTIMISED FOR
MOBILE TECHNOLOGY THEN YOU RISK
TURNING AWAY HALF YOUR CUSTOMERS.
eMarketer, November 2012,
http://www.emarketer.com/Article/Online-Travel-Sales-Explode-Latin-America/1009493

4. SO, WHAT IS A RESPONSIVE WEBSITE
AND WHY IS IT IMPORTANT?
A responsive website automatically adjusts to suit the
device it’s being viewed on. Look at hwrmedia.com.au on
your smartphone, your PC or iPad and you’ll see a
responsive website come to life.
When 50% of your potential customers are likely to be
using mobile devices to view your site – it’s important.
View your website on your phone – is it a good experience?
At the Open Mobile Summit in San Francisco (Dec 2012) Google announced that more than 50% of Internet traffic would be via mobile devices in 2013

5. What your website should look like on your...
ONE WEBSITE,
VIEWED ON MULTIPLE DEVICES,
PROVIDING THE BEST EXPERIENCE FOR USERS
TABLET (iPAD)PC/DESKTOP COMPUTER SMARTPHONE

6. RESPONSIVE WEBSITES AND MOBILE APPS
Mobile applications are still the right option for certain
businesses, where their unique functionality adds value to the
user experience.
However, the advantages, which made iPhone apps so popular,
have in the last year been undermined by their popularity.
At first there was only one smartphone device.
Now, apps must be created for big tablets, mini tablets, phones
with big screens (like Samsung’s Galaxy) and phones with small
screens (like the Blackberry). Apple, Android, Windows and
Blackberry devices all require different versions.
Alternatively, you can develop one responsive website
that automatically reshapes itself to deliver a great user
experience on all devices!

7. Q.CAN I CONVERT MY CURRENT WEBSITE
TO BE RESPONSIVE?
A. No. However, if the design and content already
exist, redevelopment should be less than the
cost of a brand new website.
Q.I’M STILL NOT SURE WHAT YOU MEAN
BY ‘RESPONSIVE’, CAN YOU SHOW ME
SOME EXAMPLES?
A. Here are just a few examples HWR have created
hwrmedia.com.au
accommodationguidesa.com.au
susanraphaelconsulting.com.au

8. FEBRUARY 2013
DESKTOP vs MOBILE ACCESS
WHERE DOES THE WEB TRAFFIC COME FROM?
BY 2014 IT’S
PREDICTED
THAT MOBILE
INTERNET
ACCESS WILL BE
50/50 OR EVEN
40/60 IN ALL
CATEGORIES.
comScore, February 2013,
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Mobile_Future_in_Focus

9. 1/3 of all travel in Australia is booked online.
Australia has the second highest adoption of smartphones
in the world (behind South Korea) – 12 million users or 54%
of the population.
Smartphone use is predicted to rise to 15.6 million (68% of
population) by 2016.
Australia has the highest online travel booking penetration
rate in the Asia-Pacific region.
The Australian online travel market is predicted to experience
strong double-digit growth during the next few years.
Prepare your business and ensure your share?
WHAT DOES THIS MEAN FOR
AUSTRALIAN TOURISM OPERATORS?
eMarketer, January 2013,
http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/40-australia?showall=1
Y Stats, March 2012,
http://ystats.com/en/reports/preview.php?reportId=927

10. ASSESS THE FACTS.
Look at the percentage of travellers using mobile devices
to search for travel information.
Leisure travel: 38% (40% book via a mobile device)
Business travel: 57% (36% book via a mobile device)
In a study conducted with over 300 hotels,
a whopping 60% of smartphone bookings were
for same night or next night stays.
If you’ve invested time and money into marketing your
business online – do you really want to lose their
custom due to a technical issue or bad user experience?
WHAT IF MY BUSINESS DOESN’T
HAVE A RESPONSIVE WEBSITE?
DO I NEED ONE?
TravelDailyNews, January 2013,
http://www.traveldailynews.com/news/article/52692/multi-device-websites-how-can-hoteliers

11. GREAT EXPECTATIONS
Users are now spending more than 1 hour per
day accessing the internet from their mobile
devices. 1 in 4 adults visit websites from 4
different devices each week!
Consumers generally have high expectations
of their mobile experience, with 57% of those
surveyed expecting websites to be tailored to
mobile phone usage.
In 2013, it’s imperative to have a multi-device
compatible online presence.
Magna Global: Unlocking the Power of Mobile, April 2013,
http://www.campaignbrief.com/2013/04/magna-global-research-reveals.html

12. Having made the decision to provide a great experience for
ALL visitors to your website, you will want to know that it
was a good investment. So how can you tell?
KNOW YOUR NUMBERS
THIS IS A REAL LIFE SCENARIO
OF A LOCAL TOURISM BUSINESS

13. YES. GOOGLE
ANALYTICS
RECORDS ALL
ACTIVITY ON
YOUR WEBSITE,
INCLUDING
THE MAKE
AND MODEL OF
DEVICES USED
TO VIEW IT.
CAN I TELL WHAT MOBILE DEVICES
ARE BEING USED?

14. Alan Timms – General Manager, HWR Digital
HWR Media & Communications has been your marketing partner for many years.
In some cases, well over 20 years. We can promise credibility, reliability,
safety and value when it comes to your web strategy.
Our General Manager, HWR Digital Alan Timms has 18 years digital marketing
experience and has delivered award-winning online solutions for large
tourism-related businesses and small to medium operators.
His focus has always been on results, understanding a client’s objectives
and knowing how to achieve them within the available budget. Alan
has consistently delivered successful, marketing-driven websites
and online strategies for clients as diverse as Jacob’s Creek, Corfu
Accommodation, Great Southern Rail, Windsor Gardens Caravan Park,
the South Australian Tourism Commission and Bliss Sanctuary For Women.
These websites, along with the strategic online services we offer
(SEO, online strategy, etc), have assisted clients to enter new markets,
launch new products, reach new visitors and greatly increase occupancy.
LET US HELP!

15. THANK YOU FOR WATCHING
If you would like to discover
how other local tourism
businesses have succeeded
online, please contact Alan
on (08) 8379 9522 or email
atimms@hwrmedia.com.au
www.hwrmedia.com.au