1.
MOBILE TRAVEL AXSES
WhitePaper
Hotel &
Tourism
Mobile
Marketing
MOBILE TRAVEL APPS & WEBSITES MARKETING
Smartphonetraveller.com When & how to use and How do you get seen.
mobile applications when not. Why website are How do travelers use
and travelonthego.mobi a better choice in many smartphones and how will
are two of AXSES cases they find hotels and
initiatives in mobile tourism suppliers
travel marketing.
[1]

2.
CONTENTS
April 2011
Mobile Fast Facts
3
How Travellers Use Smartphones 5
Smartphones in Travel Planning 8
Building Mobile Websites for Travel
9
6 Top Criteria in Selecting Suppliers
10
Applications vs. Websites
11
Apps for Advanced Services
12
TravelOnTheGo.mobi
13
Case Studies
15
Vegas Hotel | Social Marketing
Mobile as Social Media
17
Mobile and Direct Mail 18
Products/Pricing
19
References
27
AXSES Tourism Development
211 Kenndey Rd. Boutiliers Pt.
Nova Scotia. Canada, b3z 1v5
PO Box 16. Baslen House,
Kingston Terr. St. Michael,
Barbados BB11090
[2]

3.
Don’t get left out of
the next generation If you don’t have a mobile
Internet friendly website you will get
left out.
In July 2011 more
smartphone were bought than
computers. Mobile is growing “Travel is consistently among the
faster than computers and most popular topics on the web, and
travel marketers need to take note of
along with that more people these changes as they grow their
are searching the net for presence on the web. My advice - be
mobile website. Mobile sure you have strong mobile and
online video strategies in 2011” Jane
search will overtake Butler, Marketing Director for Travel in the US at
computer search by 2012. Google.
Travellers stay longer on
Mobiles will replace PC’s as Mobile sites, visit more pages
the primary search and and book more.
internet access for travel!
[3]

4.
Mobile Fast Facts
“Travel is consistently among the 12 million will use the mobile channel
most popular topics on the web, and to book their plans ( 18% by 2012
travel marketers need to take note of emarketer) growth of Mobile is unlike
these changes as they grow their anything we have known.
presence on the web. My advice - be
sure you have strong mobile and In 5 years, Mobile will outpace the
online video strategies in 2011” Jane entire PC market for computing power,
Butler, Marketing Director for Travel in the US at Internet access and innovation.
Google.
More people will surf the Net on Mobile
Travellers regularly use their
devices than on PCs.
smartphone to find and act on
information at home, while watching
Your guests will be using Smartphones
TV, in a restaurant, in the office and
and expecting you to provide service
everywhere!
into the palm of their hand.
Mobile has greater reach: 4.8 billion vs.
Google forecasts that mobile will soon 1.7 billion Internet.
overtake desktop for map searches.
Mobile will create the ability to
Consumers are searching in increasing individually target more people than
numbers from mobiles, they will expect any other channel, according to Google.
suppliers to have mobile-friendly, easy-
to-use mobile websites. 5 times more Shopper Buys (convert)
than on the Net.
25 million US mobile users will
research travel information on their What we currently do for Web design
mobile devices in 2011 (34% by 2012 and Service will not work in the future!
estimates by e-marketer)
[4]

5.
The Future Mobile is the
Smartphone
the smartphone mobile is
seen as the new platform
for surfing the web.
Smartphones
to Overtake Feature Phones in 2011
All projections indicate that by 2011, 50% of all cell phones in the US will be
smartphones.
The Mobile App Check study found over 60% of 18+-age cell phone owners now
have a smartphone.
The resources and development being put into Mobile Smartphone Web services,
apps, devices and innovation already exceed that deployed for the desktop.
Hilton Hotels expects to book "well over" 100,000 room nights via mobile apps in
2010. - USA Today, Oct 2010
[5]

6.
More Dynamic
More Personal
More Locally Aware
More Reach
More Effective
More Portable
More Connected
More Satisfying
More Human
How Travellers Use Smartphones
According to online travel tracker PhoCusWright's Smartphone searches of the Internet are
Traveler Technology Survey of 1,000 U.S. online expected to exceed desktop internet searches.
travel shoppers:
Hilton Hotel International revealed that their
• 39% say they've used their mobile phone Smartphone Mobile applications were
to research travel products such as a hotel downloaded more than 340,000 times as of
rooms or flights or are likely to do so, August, 2010. Hilton expects customers will book
• 35% say they've used their mobile phone "well over" 100,000 room nights via mobile apps
to book a travel product, such as a hotel in 2010. Barbados.org stats show that in one
room or airline ticket or are likely to do so, month, 6,000 travellers visited the site on their
• 42% say they've used their mobile phone mobile devices.
to check into a hotel or flight or are likely to
do so. 20% of Facebook users access their profiles via
• 63% of travellers say they’ve used a Facebook smartphone application.
mobile map service on holiday.
Smartphones are changing the way travellers
According to Google, searches for travel-related use the Internet. They are fundamentally
terms have jumped 12 times and hotel-specific different and better than a laptop or PC for finding
terms are up 30 times in the same period". see and using information.
link1 for source. Smartphones now outnumber
personal computers in the USA; by 2013, Mobile can see, hear, touch, talk and know where
you are!
[6]

7.
Mobile is More Aware information and better functionality built into
the Smartphone.
Let’s look at the fact that Mobile is locally
aware: This means that they know where they Mobile is more useful
are via Global Positioning System built into the
device. In the pocket of your prospect, they can At the Mobile World Congress, Google's CEO,
also know where you are. As a marketer, you Eric Schmidt demonstrated that a Smartphone
can send an ad, an offer a coupon or an has eyes (a camera) that can be used to
invitation directly to a Smartphone traveller translate a menu in German to English. The
near to you. For example; Foursquare can ‘smart eyes’ can see a museum in front of you
display dozens of tips, resources and ads for and, by pointing your Smartphone camera to it,
places within a few minutes of where you are it can look up Google’s database and return a
located and can even advise who is nearer result on that exact building, its content along
with photos and notes. It is a useful navigation
A traveller arriving at an airport can look up all and GPS system while on the road, hiking and
nearby hotels with availability. They can check on holiday to find attractions and things to do.
which hotels offer last-minute deals and which You can watch movies, play games and more
have promotional specials and they can book it on a Smartphone on a plan and wherever you
immediately on their smartphone while they are.
wait for their flight, luggage or taxi. This is
dramatic for business travellers who are Mobile is More Effective: 5 times
looking for a nearby place to stay, a parking lot, more Shoppers buy (convert) than on
a car rental, a restaurant, etc. Knowing if Net
someone in your area is interested in
something you offer and being able to Probably a large part of the reason for this is
immediately deliver an invitation is a powerful that they may be looking for a local facility. But
new marketing opportunity. there is also a heightened sense of closeness,
friendliness and familiarity with a mobile. It’s in
Mobile is More Accessible your pocket and in your hand. The message
too is shorter. In the future, this message can
Travellers are using the smartphone even to be much more personal. As we will know who
book hotels from 5,000 miles away. Why? the caller is and where they are, the closure
Because it’s handy, more connected, more rate will improve as the message gets more
accessible and more fun. They don't have to be tailored. The mobile is still being used by
at their desk, they don't have to turn on a PC, travellers in conjunction with other research on
and they can work from bed, while they relax a desktop. A family holiday is often worked on
on the couch, on train, in a restaurant; by several parties and discussed over a dinner,
anywhere and everywhere, always. the decision made while sitting with coffee at
breakfast or an after dinner drink. The impulse
Mobile has More Reach to book is immediate and so is the mobile.
5 billion vs. 1.7 billion Internet. It’s anticipated .
that in 5 years, Mobile will outpace the entire
PC market for computing power, internet
access and innovation. You simple cannot
ignore it.
• It will get to the point where the laptop will be
optional, because travellers will have more
[7]

8.
Mobile is More Spontaneous
The new technology is making travellers much more
educated and spontaneous. Will Aldrich, CEO of
TripIt confirms, "We definitely see the trend toward
people making their plans closer and closer to their
departure date". A Recent Priceline study showed
that "82 percent of customers with mobile devices
booked their hotel rooms within one day of arrival".
This spontaneity means hotel and tourism operators
need to pay top attention to smartphone travellers.
They are probably ready to buy and you need to be
ready to give them the information and make
bookings easy.
Increasingly, travellers will not need to
search for information. Information will
find them
Search is changing. The recent integration of
Facebook with Bing is an example of where it is
going. Future search will be much more personal, it
will know who you are, what your interests are and
who your friends are. Results can be filtered and
tailored to you. Travellers will be able to see friends
and their friends’ views of the hotels they are
considering. They will be able to see recent tweets
by the hotel and its guests. Add to that the ability to
know where you are, and the precision of the results
can be very focused. The Search engines’ aim is to
deliver only one answer that is the right answer and
tailored exactly for you. Mobile adds new location
and identity to help focus search results.
get your own mobile
website & marketing
http://fbpromo.smartphonetravelapps.com
[8]

9.
SmartphoneTravellers visit
more pages, stay longer and
book more on mobile-ready
sites
A mobile site creates a
more pleasing and
productive experience for
the mobile traveller, who
is getting less tolerant
of compromise
Smartphones in Travel Planning
You may think that Travellers are happy devoid of frills and unnecessary details.
looking at your website scrunched up to fit They are also people who like the
their iPhone or Android screen, but this is convenience of a hand-held device, always
not the case. It is just too difficult to ready, at hand, handy and quick. It
navigate. The picture above right is beats going to the office or sitting in
an example of a traditional website hand held front of a desktop. More and more
booking engine on iPhone. bookings: people are using smartphones to
Travellers can navigate around it, convenient & surf the net, to look for options, plan
but they will not bother when it immediate holidays and book them. As
much easier to book another resort websites cater to this market, and with
with a smartphone application. the development of new hand-held
booking systems, the smartphone in a
pocket will become an essential part of the
Hotel and tourism Websites too must be travel planning and holiday booking
rethought. The existing adage that a process.
website is where you put all your
information and pictures will not work on "We look at mobile as a big part of our
smartphones and mobile devices without overall strategy — that‘s an
considerable re-engineering. Smartphone understatement", said Alex Barza, mobile
travellers are people on the move, looking ad sales lead at Google.
for quick answers. They need concise
summaries of information and instant facts,
[9]

10.
Tourism is different
If you are a hotel or tourism
operator, my advice is DO
NOT spend time working
with mobile tools that are
not integrated with
Tourism products, services
and markets!
Building Mobile Websites
As I researched what tools were available to Tourism is about Bookings, and Travel Marketing
develop Smartphone Apps and Mobile websites, it is about promoting your brand and your products
became clear that Travel is very different. The in very specialised market channels that are
general purpose tools do not fit into a tourism amongst the most complex and integrated
strategy. It is important to understand what is business systems in the world.
available and to try to put it into perspective. Our
resources at smartphonetraveller.com offer many Hoteliers and Tourism operators must look to their
suggestions. We have written about the difference Tourism partners and Travel technology
in Website and Applications, referred to now as companies who supply Web booking engines and
web applications vs. native application. Integrated solutions; companies like TravelClick,
Visergy and AXSES. Travel technology
Our conclusion is that: companies offer integrated solutions for guest
services, Tourism marketing, Bookings and
1. Applications have no place replacing Reservations.
websites as the primary source of
information about hotels and in booking Smartphone mobiles are relatively new to
hotels tourism, and not many Tourism suppliers have got
it all together. They are working on it, and if you
2. General tools are not strategic for Hotels are a Hotel or Travel supplier, these are the
and Tourism. solutions you should evaluate. A solution that is
not a Tourism solution is not in your long-term
If you are a hotel or tourism operator, my advice
best interest.
is DO NOT spend time working with mobile tools
that are not integrated with Tourism products,
services and markets!
[10]

11.
6 Top Criteria Rating Mobile Technology Partners
1. Smartphones provide an opportunity to 4. Consider their Marketing connections:
generate a direct relationship with travellers. Do
not rely on Online Travel Agents like Expedia to Facebook: Can they load your content and
do this for you. They don't; they will create theirBookings to Facebook. Can they offer special
own relationships with your guests and you will group rates, coupons or discounts to Facebook
loose the opportunity to build your own Social fans?
Network and Direct Bookings. GDS: Can they load rates and marketing data to
Global Distribution Systems?
2. Many of the new booking engines use Ajax and RSS: Do they have a strategic publishing system
require a large display. They are not easily that will put your content on Travel Shopping and
deployed on Smartphones. Make sure your Booking Channels?
supplier has a strategy to re-design and re-deploy Web 2.0: Do they have a social media marketing
a Mobile Booking solution. strategy? Social Media and Web 2.0 properties
are becoming vital to marketing Travel.
3. Ask your supplier about Rates and Bookings
marketing. What marketing, if any, do they do? Is 5. Consider your back-end integration. If you have
this the right choice for you? In the current a Property Management System (PMS), it may be
market, Best Rate guarantees, Loyalty programs, important to integrate this with your overall
Special Deals and Promotions, Affinity groups, Marketing and Channel management. The
Themes/niche marketing, Local Booking problem here is that many conventional PMS
partnerships and Packages are all important suppliers have not specialised in Web 2.0,
Tourism marketing options that travellers are Facebook, RSS publishing and downstream
seeking. Travellers also like instant quotes on Tourism marketing. If you have a legacy system,
your ads and they like Shopping carts where ask your PMS vendor what they can do to
Hotels and Activities can be added for future integrate you with Facebook and Tourism
consideration and packaging. publishing systems that can market your brand.
Best Available Rates and Loyalty programs 6. Build your own Facebook hotel and tourism
Affinity Group Pricing (Corporate, AAA, Firemen, marketing and bookings page. Facebook is a
etc) leader in mobile marketing, with an early start and
Themes Marketing like family holidays, romantic a sound strategy. They have built both web-apps
getaways, adventure, etc and native-apps for iPhone, BlackBerry, Palm and
Vacation Specials Marketing and Special Deals Android. They are now focusing all development
Promotion on a mobile platform for all mobile and
Local Partners Collaborative Marketing Smartphone devices. arcResBookings.com for
Packages Marketing Facebook was one of the very first applications
Air Travel add-ons for direct hotel and tourism bookings on
Upgrades: Rooms, Meal plans, Extras Facebook. It now has over 350 active monthly
Flexible Family Plans users, building a loyal network of Facebook Fans
Flexible Inventory and Payment options for hotel and tourism suppliers. It is a very
Effective Bookings Widgets strategic Facebook Travel Marketing initiative.
Direct Bookings - no commissions or transaction See the quickest way to get your hotel content
fees and booking options on Facebook
Cost Compare, Travel Shopping
Travellers’ websites
[11]

12.
Applications vs. Websites
Apps have no place replacing websites Apps do not rank on search engines
Apple likes to think of a world driven by Apps.
Search ranking is still vital for any hotel website,
Apps are more powerful and take advantage of
be it a traditional website or a mobile one. In
the native technology on the smartphone device.
addition, we are seeing a growing dissatisfaction
But this thinking is flawed. Apps are cumbersome
with search and shoppers are moving to other
and have to be downloaded.
resources, including Social Media, to get
information. They are not going there for apps,
Travellers generally view 20 or more sites when
but to get reviews, recommendations and
planning a holiday. They seek out hotels’ official
information. It is a good place to advertise, and
websites and check out the rates, facilities,
building Fan Pages for your hotel and tourism
neighborhood, the management
operation is becoming an important
team and the reviews. All
part of the marketing mix.
without having an app.
http://bit.ly/facebooktravelads2
Imagine if a traveller
had to download an get your own mobile
app just to check out website & marketing Your supplier should have a
a hotel. That might fully integrated strategy that
http://fbpromo.smartphonetravelapps.com
mean having 20 or allows you to quickly build and
more apps! Not likely to manage your own Fan Pages on
happen. Facebook. It must be complete with
rates, photos, brand content and booking
It is not sensible to consider apps as a buttons or widgets.
replacement for websites. Hotel & tourism
information for the smartphone Traveller is best As Facebook has a mobile option, it is a good
presented on a Mobile-ready website, that is addition to the marketing strategy, giving more
search engine optimised and is picked up on the feet in the market, allowing the brand to engage
search engines. This is still the way people work, with guest and prospective guests on many
they look for products by searching for them. devices. It does not replace the need for a
They do not search for apps when planning a traditional website and your own brand mobile
holiday. In fact, finding Apps is rather a problem, site. If used wisely, it will help in SEO, in getting
as the app marketplace is not well tracked and traffic to your site and getting bookings on your
not represented in search results. Search engines new hand-held booking engine.
have a problem determining what the app is all
about because apps often are complex programs,
with little text for the engine to index.
[12]

13.
Apps are good for covering
many properties
Travellers do not want to
have to download an App
to see a hotel. They will
download apps that
provide a service,
compare hotels, checkin,
checkout, order room
service and get offers.
Apps for Advanced Services
Apps are great for games and for Online Travel Our SmartphoneTraveller apps include all the
Agencies (OTA’s). We expect that Facebook may deals and specials created in the all hotel
well have its own set of apps to provide services website. Travellers download the app only once
to the smartphone traveller. Hotel and tourism and can choose from many options and many
suppliers may need apps for loyal guests and for hotels offering deals for direct bookings
those who have booked already. A loyal guest is
more disposed to downloading an app, if it
provides some advantage in service and
convenience.
We see apps playing a role in client relationship get your own mobile
management, in-house services, like room website & marketing
service ordering, checking-in and checking-out.
http://fbpromo.smartphonetravelapps.com
Apps are good for distributing travel deals and
packages to travellers who might be looking for
the best rates when booking direct.
[13]

14.
dotMobi the Standard for
design and publishing
Easy to use with a hand-
held phone. Large
buttons, clear
navigation, small images
and concise info
TravelOnTheGo.mobi
We spent some time considering the options, dotMobi Advantage
naming conventions and URLs. We choose the
name TravelOnTheGo and selected to develop dotMobi is the organisation that is charged with
the site to dotMobi standards. Hotels that use publishing. The dotMobi files and controls the
our service get their own TravelOnTheGo.mobi standards for the development of .mobi sites.
website. It has approximately 12 major the dotMobi files are distributed to over 5000
Themes and with Packages and Specials, search engines and mobile directories.
there are 14 main segments to the site. All
essential information for travel shopping and To all engines the dotMobi designation defines
for making a booking decision is included. the site is suitable for mobiles and the .mobi
sites are often the first to be listed for searches
Travellers want photos, rates, specials, made on a mobile. AXSES research on the
packages and maps of the location. They want mobile platform was commented on by the
to see the rooms and the facilities and they dotMobi organisation
want to get quotes for a holiday stay for their http://mtld.mobi/resource/travelonthegomobi-marketing
travel dates and different age groups and
number of travellers. All travellers now expect For more on dotMobi see
http://mtld.mobi/resource/frequently-asked-questions
a fair price and best rates available if they are
to book direct and online.
[14]

15.
TravelOntheGo.mobi
TravelOntheGo.mobi is part of a 5-part Hotels get their own 14-page
marketing program for hotels and tourism. travelonthego.mobi website and booking
engine, which is specifically designed for small
First, hotels get their own mobile e-commerce screens complying with .mobi standards and
website at the Travel On The Go mobile distribution in the .mobi files to all major search
website (travelonthego.mobi). engines and mobile directories.
Second, these same hotels are also listed in AXSES SmartphoneTraveller marketing
the main travelonthego.mobi website directory. includes listing on the travelonthego.mobi
directory, search engine optimisation and SEO
Third, the .mobi domain name means that the mobile marketing. Hotels may build their own
hotels are distributed via ICANN files to 5000 special deals, last-minute deals on mobile, and
different internet directories and mobile search packages which will also be advertised on the
engines, expanding their web presence. AXSES Smartphone Travel Shopping Apps on
iPhone and Android.
Fourth, Specials and Packages on the
Also, there is no middleman. All business and
travelonthego.mobi site are features through
booking transactions are handled by the hotel;
our affiliate network and on iPhone and
there are no commissions or transaction fees.
Android applications, putting these specials in
In fact, the only fee paid by the hotel is a small
the hands of prospective guests much faster.
monthly fee for the entire mobile and
smartphone marketing package listed.
Finally, AXSES markets travelonthego.mobi
using marketing strategies such as SEO and For more information about this innovative
direct advertising; in fact, ads are currently marketing product, see the
running on Facebook right now. SmartphoneTraveller website at
http://www.smartphonetraveller.com.
This marketing package is very unique, and
each participating hotel has the potential to
reach 5 billion mobile users worldwide. "There 1. Travelonthego.mobi website for hotel
are 5 times more mobile users than PC users brands. The sites are SEO optimised for
searching the net. It's the fastest-growing keywords based on facilities and
shopping universe and one that is becoming descriptions entered on set-up.
vital for hotel and tourism. 2. Travelonthego.mobi directory marketing
3. dotMobi publishing
The AXSES strategy helps hotels and tourism
4. SmartphoneTraveller.com apps for last-
operators reach the mobile and smartphone
minute deals and specials for booking
traveller through their own travelonthego.mobi
directly with hotels and tourism supplier
website, tailored for the smaller screens of
5. Advertised by AXSES on the Internet
smartphones. It is one of the first direct
booking engines specifically designed for the
hand-held devices and smartphone travellers.
Hand-held bookings are an important part of
the marketing mix.
[15]

16.
Vegas.com
Guest were using the old
website on their
smartphones, but not
staying on the site
Vegas Hotels Case study
Vegas.com saw that an increasing number of The modest improvement on bookings was
visitors were using smartphones to view the expected and should increase significantly when
website. They were not staying very long and the the new mobile booking engine is installed.
bounce rate was about 50% higher than that of
normal visitors. The time spent on the traditional TravelOnthego.mobi includes a booking engine
website was lower, as was the booking rate. The that has been optimised for mobile devices.
team created a mobile site but stopped short of
optimising the booking process, which would
have taken more time.
The mobile site was simpler and contained only
the most used and necessary information. 50% of
get your own mobile website &
the mobile visitors were sent to the traditional site, marketing
while 50% were sent to the mobile site. http://fbpromo.smartphonetravelapps.com
After 2 month the results were:
• 22% lower bounce rate
• 16% more page views
• 4% higher conversion rate
[16]

17.
Social Marketing for Mobile
Travel
Travel is a social
activity. Engaging with
travellers is a winning
strategy for travel
marketers, and the place
to do that is on Social
Media.
Social Media & Mobile Marketing Case Study
75% of the female Facebook users surveyed by
Eversave (March, 2011), like to find social offers
and specials deals in their news feeds (85%) and In the second study, we directed Fans to the
from friends (44%). travelonthego.mobi site. These were desktop
users going to a small screen smartphone site.
Middle-aged females are the fastest-growing The ad had nearly one million impressions with
sector on Facebook, and are also major 332 click-throughs (0.036% CTR). Surprisingly,
influencers in travel shopping and planning. This many stayed on the tiny screen (average 2 min),
is a significant market indicator. and explored many of the special deals offered by
hotels. Although we were not expecting or
In several case studies, AXSES tested the tracking bookings, two travellers made booking
performance of multiple ads and campaigns on requests.
Facebook.
For details; SocialAds.TravelWatchNews.com
The first study involved offering a Fan Special
to travellers in Ontario, Canada. The Click-
Through Rate (CTR) was high by any standard.
We did not have an optimised landing page, the
intent was to establish a proof of concept. That it
get your own mobile website &
did. In just 2 days, we had 400,000 impression marketing
and 132 click-throughs . As we refined the focus http://fbpromo.smartphonetravelapps.com
and the message, the CTR climbed from .022 to .
1 and settled at .077.
[17]

18.
Mobile and Social Media
Social strategies work together. More and more
Social Travel Marketing is taking shape and the these strategies need to syncronised. To
key components are: differentiate your message and be heard, you
need to create unique content and publish it.
Facebook | Twitter | LinkedIn | Bookmarks
YouTube | Articles | eMagazines | Mobile Twitter and YouTube are the prime broadcasters.
Blogs, Facebook and Linkedin feed the
This is not a traditional view of the world but one information and create your social network.
that is taking shape. Those who know how to When we write articles for our clients, we will
integrate marketing with these components will build a video. When we do a video we
do well. In April 2011, The New York Times transcribed it to an article and a podcast. All are
published an article indicating that more and bookmarked and published to blogs, podcasts
more hotels were beginning to offer room online article directories, online magazines and to
bookings on social media platforms like video sites.
Facebook, and to integrate marketing strategies
to include mobile travel planning and mobile A modern Internet Marketing campaign must
bookings. nytimes.travelwatchnews.com contain all these in addition to Search Engine
Optimisation, Pay Per Click (PPC), Feeder sites,
advertising and promotions. Offline and online
A survey conducted by travel research firm are now integrated across platform, on mobile
PhoCusWright, revealed that more than a third of and on the traditional Internet. Direct mail now
mobile phone users were expecting to make extends to gathering leads that include SMS text
hotel reservations on their mobiles over the numbers to which coupons and deals can be
coming year and many are using mobiles to sent. Messages are configured to match the
search for and plan holidays. This is another device as much as the medium. Every campaign
reason why Fan Pages are good for business. will need to be coordinated with Social Media to
be a success.
Facebook has a strong commitment to
mobile, and Fans can download an app to 10 touches is what is expected. That means
display news and look up pages. Having a mobile that a travel shopper, a marketing prospect,
Fan page is easy, all you have to do is have a needs to be touched on average at least 10 times
Fan page. Facebook says that about 25% of its before they buy. That is why the most successful
users at any time are on mobile, so mobile is markets give away freebies just to get leads and
clearly an important part of their community. It is continue to feed information that is relevant and
important that your Fan pages reflect your brand useful to build trust and engagement. That is why
and your products. You need to have your rates, arcRes will ask for emails right up front and why
photos, rooms and bookings on this platform. we have a built-in follow up system and are
integrating with the most popular direct mail
The NY Times article also noted that AXSES systems with auto-responders planned and
is already providing both Mobile and Fan Pages written by experts in marketing.
for travel. Our arcResBookings application is a
content manager for hotel and travel Fan Pages. Mobile is Social because it is always with you
It loads brand information and keeps it up-to- and connects you always to your friends and
date. It loads rates and special deals, offering community, to prospect and opportunities. It is
Fans the opportunity to get a holiday quote and going to be a driving force in future travel
book it right from your own hotel Fan Page, from marketing.
a desktop or a mobile. Here the Mobile and
[18]

19.
Mobile and Direct Mail
We are watching as smartphones become an Smartphones QR campaigns are one of the
integral part of the daily lives of consumers. Few hottest applications in marketing. Even the
leave home without their smartphone which is largest postal service in the world, the USPS, is
now a very personal part of life. Marketers are offering a special 3% discount for any letters or
exploring ways to present messages to targeted mailers that include mobile barcodes. The USPS
prospects on their smartphones, and with that is banking on QR codes to rejuvenate postal
comes concerns about privacy. At the same services, giving marketers a new way to get
time, several studies have shown that people immediate and measurable responses and to
prefer to receive marketing offers via postal follow up. At the same time it satisfies the
services rather than online and email. Integrating preference of consumers to control digital clutter
mobile and mail now offers a new way to bridge and protect privacy, by giving them the right to
the privacy gap and get the message read. Many choose their online experience.
are using combination tactics, turning static print
into an interactive call to action. Thomas Foti, USPS’ Postal Service manager of
marketing mail, told Post&Parcel “As customers
Smartphone Travellers can quickly scan a continue to use QR codes, we think this
barcode on a direct mail piece and be increases the effectiveness of mail, which
immediately connected to a mobile website. encourages the demand for mail, and hopefully
longer term it increases our volume,” Foti
The Quick Response (QR) barcodes are now concluded that while the online world will
being used on mail flyers, magazines, billboards continue to grow and thrive, mail can be an
and product packages in stores. This call to integral part of that communication, and online
action is entirely new to marketers and it has campaigns that do utilize direct mail are more
been received well by consumers, who have the effective.
choice to use it or ignore it.
Indeed, direct mail is still the leader in marketing
For the marketer, it is a shortcut to delivering Special deals and Promotions.
highly detail and targeted messages to
prospects, cutting out slow and expensive mail
delivery. It is instantaneous and impulsive and
can link prospect immediately to special purpose
mini-sites that are highly relevant and personal. get your own mobile website
Once on the site, visitors may be invited to & marketing
subscribe to news, get a coupon for their next http://fbpromo.smartphonetravelapps.com
vacation, watch a video, or receive information
about a destination. The visit can be followed up
with an email or SMS text thanking them for
stopping by and, based on their preferences,
they may receive additional messages, texts or
social media notifications about their interests.
Marketers can also track which geographical
areas are scanning and what the results are. This
information can help perfect future marketing
projects and offers vital feedback on what
travelers do or don’t value.
[19]

20.
Direct mail to a pocket
anywhere
Direct mail via email is
the most prefered method
for recieve information
on promotions and special
deals
Mobile direct Mail & Telephone Marketing
According to a survey by Foresee, Facebook is to your mobile travel deals/offers which in turn are
the most preferred social media site from which to set up with auto-responders and auto offers.
receive retail communication and special
promotions (about 40% preferred Facebook). The Keep in mind that, while a traveller may login with
survey also shows that email is the winner in their desktop or laptop, their smartphone is
driving shopping and purchasing. 64% of the probably at hand. If you put your QR barcode on
surveyed group thought that email was the best your Fan page it can be scanned by a
way to receive specials and deals. We have also smartphone and will link the Fan directly to the
demonstrated that Facebook is effective in offer on their smartphone. In this case, you need
marketing promotions, even if it may not be the a mobile subscription button to capture the lead.
most preferred. Capturing lead in this way and building a direct
response database is the main technique for
The conclusion is to use Facebook advertising to successful on-going marketing.
advise travellers of your specials and invite them
to “Like” your page and to subscribe. The Finally, mobile users are just a call away. The
technique is to offer coupons and discounts which mobile type pad is not very user friendly. It is and
are delivered directly to their mobile or easier to just say what you want. Current
smartphone via email or text messages. technology allows you to offer inexpensive VOIP
800 numbers and voice to mail transfer. Rather
The successful technique is to link the ad to your than typing in a name and address, a
Fan Page and require consumers to “Like” the SmartPhoneTrveller can press a button and
page before they can get the coupon. Only Fans verbally provide information to send you an email.
are linked to the coupon which is promoted on a Check with your supplier about using this VOIP
desktop landing page. Here, prospects subscribe and voice to mail technology.
[20]

21.
PRODUCTS
April 2011
AXSES HOTEL & TOURISM E-COMMERCE PRODUCTS
A comprehensive platform and technology to market tourism
AXSES is a leader in tourism innovation with dozens of product
from booking widgets to social media, mobile marketing and
systems to help hotels & tourism suppliers build sustainable
brands and direct business. The products that follow are just an
example of what we do. We have a simple pricing so that most of
these products have a standard startup fee with 3 months free
and a monthly subscription on only $25US.
Module pricing
50$ at start and 25$us per month. First 3 month Free
For latest prices see
http://www.mcssl.com/store/axsesinc/mobile-marketing
smart system for travel
[21]

22.
Mobile travel search to
MOBILE WEB surpass laptop & desktop
As a member of AXSES 50$US First 3 month Free
TravelOntheGo.mobi 25$US per month after 3
marketing, your website is
optimised for the .mobi
click for prices
platform. Putting your
booking engine in the hand of
a traveller wherever they are.
The TravelOntheGo.mobi
directory lists our advertisers
in the ICANN.mobi files, used
by 5000 search engines and
mobile directories.
TravelOnTheGo.mobi It is now
at the top of Google Searches
for Mobile Travel On The Go
Searches.
your booking
Web Info
smartphoneTraveller.com
in hand
Mobile
travelonthego.mobi
Powered by arcRes
Publishing
arcRes makes it easy to
manage rates, specials,
packages and advertising
and content in 100s of
sites. arcRes can also be
used as a booking engine
on your own brand website
[22]

23.
Marketing Apps for
MOBILE APPS SmartPhone Travellers
FREE with Mobile Web,
AXSES SmartphoneTraveller
Apps are available on iPhone Specials or Packages
and Android. The Apps list all
arcRes specials and packages
for TravelOnTheGo.mobi
subscribers!
All subscribers are included on
the TravelontheGo.mobi Hotel
and Tourism World Directory
of .Mobi Websites.
5FREE
www.travelonthego.mobi | Android App | iPhone App
arcRes Powered Apps
AXSES SmartphoneTraveller
apps are created and
managed with the arcRes
Publishing System. arcRes
publishes to mobile
devices, online travel
sites, social media like
Facebook and is syndicated
to 100s of sites and
travellers.
[23]

24.
arcRes Specials & Packages
Marketing/Publishing
SPECIALS All arcRes Specials and
Packages are published to the 50$US First 3 month Free
entire arcRes network. 25$US per month after 3
In some cases advertisers click for prices
must be approved on
selected channels like
Adventure marketing and
HubPages.
We provide exclusive
Advertorials on article
marketing and authority
publications.
EXAMPLE
Mahout Discovery Thailand
Explore the forests of Northern
Thailand with our resident gentle
elephants. our four-night Package
offers you a rare opportunity to get
up close and personal with these
revered creatures. Website | Quote
arcRes Powered Channels
arcRes powered Promotions,
Advertising with Specials • Google Shopping, Craigslist
• CaribbeanVacationSpecials.com,
Marketing. VacationSpecialDeals.com, BarbadosVacationSpecials.com,
AXSES arcRes publishing is St. Lucia, Dominica, etc
the quickest and most • Adventure-Travel-Destination & Adventure Holidays (i)
effective way to broadcast
your promotion on the net.
• Romantic-Holiday-Destinations (ii)
If you are signed up for • iPhone and Smartphones Travel Shopping Applications
our mobile website, the • arcAds distribution & publishing network
special you create will be (Ezine and Web 2.0 properties, where we place tourism
automatically displayed on advertisements)
our smartphone
• Syndicated to ezines and article sites like HubPages.com
applications, as well as
100s of travel sites. • AXSES Affiliate network of sites like RealHolidays,
CaribbeanHopping, TravelAgentRes and others, where
advertisers may be featured on a random basis.
• 100s of independent travel sites using arcRes syndicated
news and RSS Feeds.
[24]

25.
arcRes Facebook Marketing &
FACEBOOK Bookings Application
Your Brand on Facebook
50$US First 3 month Free
* Direct Sales & Bookings 25$US per month after 3
(no commissions)
* Increase Fans & Bookings
click for prices
* Content Management
*arcRes Secure Booking
Engine
* Photos, Rooms, Seasons,
Rates
* Family Plans/Specials
Packages (i)
* Flexible terms
* Flexible Inventory Options
* Many More Marketing
Options
i. Requires arcRes Specials
Demo Video
arcResBookings on Facebook
Build Brand loyalty with
Facebook social engagement
and arcRes-powered direct
sales & bookings. Offer your brand &
Special Fan rates and
privileges bookings on
Facebook
[25]

26.
arcRes Bookable Maps
ARCRES MAPS arcRes allows travellers to
interact with points on the
map: See rooms, rates,
availability, add hotels to a 50$US First 3 month Free
shopping list, compare options, 25$US per month after 3.
get an instant online quote,
and book online. click for prices
Bookers and lookers are all
captured in the property
marketing database. Contact us to integrate
bookable maps
arcRes email marketing allows
hotels to send newsletters or consult@axses.com
follow-up emails.
All queries are tracked and
reported in online systems.
arcRes Bookable Maps
Bookable-maps.com is part
of the bookable-ads.com
family of interactive
adverting and information
systems. For more examples
see http://bookable-
ads.com
arcRes Bookable Maps is an
AXSES application for
Google Maps
[26]

27.
Hand Held Bookings
WEBSITES Website Bookings
Portal Bookings Website Booking
Engine
Booking Partners
50$US First 3 month Free
All booking and publishing 25$US per month after 3.
is powered by arcRes.
arcRes can be integrated click for prices
with social media pages,
like Facebook, and with
any website. Changes in
arcRes immediately change
all pages across all
channels. Specials and
Packages in arcRes are
distributed to 100s of sites
and to iPhone and Android
applications.
arcRes Website Extension
Marketing & e-commerce
Booking Engines, Rates
management, Specials and
Packages deployed on your
website.
Booking-Partners allows
hotel and activities to
cross sell each others’
destination products.
[27]

28.
Destination Marketing
MAGAZINES Print-on-Demand Magazines
Bookings Portals
Destinations can subscribe to TravellersInsights.com
our POD magazine publications Destination Magazine
and article blogging services.
from $ 5000 US
We can offer a private sector
funded publication via
advertising and sponsorship. Marketing/Bookings Portal
We provide contract services License from $ 2000 pa
for a turn key publication,
including article research, from $ 2000 @Set up
photography, final art
production, online distribution consult@axses.com
and ordering and video
blogging.
We build destination marketing
portals, destination booking
Travelers Insights...
centres and affiliate marketing
systems.
Dominica is Nature, almost as
it was 50 years ago - little changes
here and that is the way we like it.
This is why people come to Dominica;
to escape the hustle and bustle
of modern life.
Destination & Campaign
Marketing Systems
TravellersInsights
magazines are personal
accounts of the
destination. We build an
understanding of the brand
and create the stories
that bring it alive.
arcRes powers the
Dominica
collateral marketing and
product content.
[28]

29.
AXSES References our many queries is very The site is very user-friendly
gratifying and we know our and you have the benefits of
dollars are well spent with enhancing and updating the
Plum Tree Club - Ann Smith,
AXSES". site on your own. The support
General Manager, and
staff is very qualified and
Kristine Hoad
knowledgeable and is always
"We at Plum Tree Club signed
Nautilus Beach Apts * - Betty willing to assist. You are
up in early January for the
Bayley always kept up-to-date with
ArcRes Bookings-Expert. This
"I can't sing the praises of any new enhancements and
was decided after extensive
AXSES enough. I think they features that would benefit
discussions with the team at
are doing a fantastic job for your site. We encourage
AXSES who were very helpful
Barbados in terms of tourism everyone to be part of ArcRes
in tailoring the package to suit
marketing, even though their distribution in getting your
our needs. We also signed up
self-promotion is very product and services out
for a listing on the Barbados
understated." there."
Holiday Packages website and
the Golf Packages and
Ocean Bliss * - Suzanne Dover Beach Hotel * - Colin
Accommodation page of
Payne Jordan
Barbados.org. We have had it
Ocean Bliss also receives IHB- "We appreciate the on-going
running on our website for less
generated reservations in discussions that we have with
than a month and have already
arcRes and uses arcRes to AXSES. We like the move to
confirmed a number of
manage the property's incorporate the new
bookings. Visitors to our
information on the IHB technology. We think it will
website find it very useful to be
website. "It is so easy to benefit our business, and we
able to calculate the total cost
manage. I have no problems want to thank AXSES for
of their stay and we have the
with it. It is a very efficient site. moving forward in that
ability to contact them with any
99% of my bookings come respect."
special offers, even if they
from arcRes. The support I get
haven't made a booking.
is awesome. If I have a Direct Car Rentals -
In addition, since we upgraded
problem, I get a response right Jonathan Gittens
our listing on Barbados.org, we
away. It is very good. I love it. I "I've worked with AXSES for a
have seen drastically
attribute my success with number of years and I've
increased hits on our site from
Ocean Bliss to AXSES." always been pleased with the
that source. We really
work AXSES has done."
appreciate the assistance of
Baywatch Resorts * - Geeta
the team at AXSES, who are
Chatrani Settlers Beach - Vanessa
always willing to provide
"I have tried other avenues Sumpter
advice. We look forward to
and in the end most of the "ArcRes has worked well for
working with AXSES more in
business comes from our small operation. It is easy
the future and we expect great
advertising with Barbados.org to use and the support staff
things from our partnership."
and other AXSES marketing at AXSES are very helpful and
channels". willing to take the time to
Atlantis Submarine –
teach us what to do. Over the
Roseanne Myers
Yellow Bird * (Re-design) - past year we have learnt to
Atlantis Submarines has been
Geeta Chatrani upload information for various
working with AXSES for many
"I enjoyed working with AXSES aspects of our online business
years and are indeed very
throughout the process as they through our website, which
happy customers. We find
gave me the opportunity to be has saved us time and
them responsive to requests,
creative. I felt comfortable money. We get regular
creative in their approach and
during the re-design as they business through the inquiries
most of all an effective partner
never made me feel as though that come via the ArcRes
in the execution of our internet
I was asking too much." reporting system. We are
marketing strategy.
happy with the system and
www.barbados.org operated
Rostrevor * - Jennifer know we have the ability to
by AXSES represents more
Howard expand as we need to".
traffic to the Atlantis
"At Rostrevor we definitely see
Submarines International
the benefits of being part of
website than any other
ArcRes. You have the choice
destination website including
of all the various packages
Hawaii. The advice given and
offered to suit your property.
attention paid to our needs and
[29]

30.
Point View Apts * -
Maureen Reid Gold Club Properties (Re-
"Over the years I have design) Keith Powlett
observed the dedication of the "It is a joy to work with a
staff at AXSES to their team where you are positive
customers and also their beyond doubt that your best
being alert to keep the site interest is a priority. The Bayfield House * Trevor
visible and easily accessible. management is friendly Ramsay
The result is I have requests relaxed, but very professional "I’m getting bookings from
for information and space that in their approach. It is arcRes that’s for sure. I have
I cannot fill on a daily basis. especially a pleasure to know always found that whenever I
This instills confidence that and it be assisted by Ms. have had a problem or need
my information is available to Shelly Burke who advise that the staff at AXSES
interested persons." implemented the website and have always responded in a
provided hands-on training. very timely manner and very
professionally. I have had
Cobblers Cove (Re-design) The administration system increased number of inquires
- Monica Blackman was straightforward enough, and what is interesting is the
"It has been a pleasure so any difficulty encountered number of conversions into
working with Shelly Burke and was as a result of my failure actual bookings. During last
Kathy-Lynn Ward of AXSES in to pay attention to month alone this has risen to a
the creation and maintenance instruction, and to apply little over 10%. I have found
of the new social networks myself fully. I am sure that that the key to this is quick
Twitter and Facebook for this was obviously clear to friendly yet a direct response."
Cobblers Cove. Ms. Burke, but she never
even one time showed any
As a company we are frustration. Her patience is
discovering the far reaching overwhelming. For me a very
potential of marketing enriching experience, one
products and services through that motivated me to do
this medium. The niche of my best. I am now
market Cobblers Cove attracts
is specific to boutique hotels,
quite expert in
operating the
get your own mobile
so the affiliation with the
internationally acclaimed
administration
system."
website & marketing
Relais & Chateaux can be far http://fbpromo.smartphonetravelapps.com
more visible now to
discerning travelers. Twitter Silver Sands - Randall
and Facebook sites are Ward
impacting the Caribbean “Nearly all of our direct
region more significantly than business is coming from our
travel brochures can and AXSES e-commerce and
provide a buzz among Barbados.org advertising”.
computer users of all strata of
society, opening new avenues
for distribution of information Adulo Apartments * Kashka
in a timely fashion. Thank you Haynes
AXSES, for your team effort in "I think you guys do a
guiding us through this “work fantastic job. We at the Adulo
in progress” to create and Apartments have benefited
retain those memorable significantly from working
moments for all our with AXSES. The exposure
customers." and room bookings received
through the Internet, via our
AXSES developed website and
through our presence on
Barbados.org, has become a
major part of our business”.
[30]

31.
AXSES INTERACTIVE MARKETING
Powered by arcRes Tourism
Publishing Technology
HOTELS, TOURISM OPERATORS
& DESTINATIONS
Interactive Advertising Publishing Distribution
SmartphoneTraveller | Special & Packages | Facebook | e-Commerce | POD
all prices subject to change with out notice!
(i) Set up Includes initialisation of systems and set-up support .
Training videos & instructions are provided. Additional training is optional
HOTEL & TOURISM MARKETING Marketing
Powered by
AXSES’ arcRes
Publishing
AXSES TOURISM MARKETING &
PUBLISHING
PO Box 16B, Baslen House
Kingston Terrace
Bridgetown, St. Michaels, BB11090
Tel 246 429 2653
www.axses.com
consult@axses.com
AXSES INC.
211 Kennedy Rd
Boutiliers Point
Nova Scotia
Canada, B3Z 1V5