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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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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]
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

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Hotel MobileTravel WhitePaper, CaseStudy and Marketing Tips

  • 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