Hospitality Exchange

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A look at the mobile landscape as part of the Northern Ireland Hotel's Federation Hospitality Exchange on Tuesday 16th October in Belfast.

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  • Google Analytics shows the dramatic 20 fold (2044%) increase in mobile traffic to a major Irish utility company from January 2010 to March 2011. \nInternal estimates suggest mobile could account of 20% of all website traffic by the end of 2011.\n
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  • (this is where hospitality comes in)\n
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  • Customer has danced across your multiple channel or touchpoints in seconds. \nMobile isn’t just a silo, but a step in a journey. What could have happened here could have all happened on mobile, as well as on social media.\n
  • The experience of staying with you begins before I’ve even arrived\n
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  • Hospitality Exchange

    1. 1. Hospitality Exchange 16th October 2012
    2. 2. The 7th mass media
    3. 3. Smartphone penetration 50%
    4. 4. Quite a few things have changed.
    5. 5. Up and to the right.20 fold (2044%) increase in mobile traffic in one year.
    6. 6. PayPal mobile payment transaction volume hasdramatically increased$25 million in ‘08$141 million in ‘09$750 million 2010/2011$7.5 10 billion by 2013
    7. 7. Behavioural change.89% of smartphone users look for local info &90% take action as a result.62% use mobile while watching TV82% have researcheda product or service on their phone.you’ll see this data in every presentation on mobile!
    8. 8. When do visitors access our mobile site? Peak access to mobile site after 7pm = it’s not commuters
    9. 9. I was sitting on my couch watching TV.My computer was down the hallway. Icouldn’t be a***d getting up so I tried toget my bill on my phone.
    10. 10. On the go. Anytime, anywhere.
    11. 11. Booking a hotel.
    12. 12. Booking a hotel.
    13. 13. I want to book a hotel break for the family.
    14. 14. Find
    15. 15. Research
    16. 16. Research“ Are there two adjoining rooms? ” Do you have a cot? A babysitter? A ...?
    17. 17. Decide
    18. 18. Book
    19. 19. Plan....
    20. 20. Loyalty & advocacy
    21. 21. What just happened?
    22. 22. What just happened? webmobile emailphonesocial
    23. 23. Going mobile isno longer a choice.So, where should you start?
    24. 24. 1. Measure
    25. 25. Mobile web traffic10%June 2011 21% June 2012
    26. 26. Email clients 2010 iPhone: 6.3%
    27. 27. Email clients 2012 iPhone: 30+%
    28. 28. Dip your toe in the water. Click-to-call ads now drive a majority of mobile search bookings for Starwood Hotels ...multiplied mobile paid search ROI by 20, increased month-on- month mobile bookings by 20%
    29. 29. NextOptimise your email &website for mobile.
    30. 30. Impact?
    31. 31. Average value: up 318%Revenue: up 527%
    32. 32. Take 55 1. Look at everything through the lens of mobile. 2. Measure. 3. Start with email, mobile ads, mobile website. 4. Use mobile to focus on what matters most. 5. Measure the impact.

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