It wasn’t that long ago that virtually all travel transactions went through brick and mortar agents. Now more than half of travel dollars are spent via digital. Further, 52% of those sales came via mobile. And according to the latest figures from eMarketer, 63% of digital travel ad spend is dedicated to mobile advertising, and that share is climbing rapidly. In my role working for Apsalar, a mobile analytics and audiences company, I spend lots of time identifying best practices to help travel companies maximize results for their mobile marketing investments. There are many ways that travel companies can get more by doing more in mobile. Building a good transaction site and app are only the first steps in what must be an ongoing commitment to mobile innovation. Here are seven “musts” for travel marketing in 2017.

1. Thanks to
Seven Sure-Fire
By Jim Nichols
VP-Marketing, Apsalar
for publishing this content first.
for the Travel Industry
Mobile Marketing
Opportunities

2. “Mobile-ize” Search Engine
Optimization (SEO) Strategy
Most travel searches take place on mobile devices. Google
takes mobile experiences very seriously as it sets site rank.
There are lots of things brands can do to improve their mobile
SEO. Marketing tools provider Moz offers an excellent set of
“quick wins” here.
Deliver Personalized Experiences
Travel brands increase customer satisfaction and brand affinity
when they personalize user experience. Key is ensuring that
you collect the necessary information and build customer
profiles. With Marriott’s app, for example, users record amenity
preferences like extra towels and pillow types. That data is
retained in order to personalize future stays.
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Enable Location-Based
Services and Information
A 2014 Ipsos study commissioned by Google showed that 88%
of people make local searches on smartphones. 61% want
mobile search results customized to their immediate location.
Location-specific offers, driving directions and maps, and
localized search results all play a role here. For example, if a
person searched “Olive Garden” on mobile, chances are very
good that they are looking for a local store. The brand can win
more sales when it personalize results to local venues.
Help People Avoid Lines
Mobile check-in helps hotels, airlines, and car services
improve guest satisfaction. A Société Internationale de
Télécommunications Aéronautiques (SITA) global study found
that 59% of travelers use some self-service technologies.
Further, a Center for Generational Kinetics study found that 64%
of Millennials prefer self-service. I recently had a four-day hotel
experience in which I checked in, checked out, made requests
and ordered room service, all via mobile and without speaking to
anyone. For me it was an experiment, but for many, self-service
is their preferred way of doing business.
2Copyright © 2017 All rights reserved worldwide. | www.apsalar.com
It wasn’t that long ago that virtually all travel transactions went through brick and mortar agents. Now more than half of travel dollars are spent via digital. Further,
52% of those sales came via mobile. And according to the latest figures from eMarketer, 63% of digital travel ad spend is dedicated to mobile advertising, and
that share is climbing rapidly.
In my role working for Apsalar, a mobile analytics and audiences company, I spend lots of time identifying best practices to help travel companies maximize
results for their mobile marketing investments. There are many ways that travel companies can get more by doing more in mobile. Building a good transaction
site and app are only the first steps in what must be an ongoing commitment to mobile innovation. Here are seven “musts” for travel marketing in 2017.

3. Offer Local Insight and Options
Innovative travel companies now replicate concierge ser-
vices in their apps. Hotel and airline apps sometimes offer
local area guides. Many provide recommendations and
booking tools for restaurants and entertainment. These
make travel experiences richer and boost loyalty.
Anticipate and Resolve
Chronic Traveler Headaches
It can be a real joy when a travel company anticipates a
traveler need and offers an unexpected solution. Even
when that need doesn’t relate directly to their services.
Example: Starwood’s mobile app offers driving directions
from airports to its hotels in local languages. That means
no awkward 5 minutes of hand signals with a cab driver in
Rangoon.
3Copyright © 2017 All rights reserved worldwide. | www.apsalar.com
Leverage Social Media
80% of total social media time takes place on mobile, according
to comScore. For travel companies, social media is a great way to
stay connected with customers. They can solicit and showcase user
ratings, images and other content. Selfies taken in Las Vegas night
clubs, for example, have significantly helped give these venues luster
and popularity. As gambling revenue has declined, such clubs have
become critical to business results for Vegas resorts.
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4. Conclusion
Travel companies embraced digital faster than firms in other
industries. They understood the need to bring utility to everything they
do in this critical business challenge. Now they must continue to
innovate. By thinking carefully about how mobile experiences differ
from other media, busi-ness leaders can capitalize on unique
business opportunities.
About Apsalar
Apsalar Mobile Marketing Cloud helps app marketers solve their
biggest challenge: attracting and developing profitable, loyal users.
Rely on Apsalar to optimize installs, analyze the business, build
high-performing audiences, and distribute audiences to partners for
customized marketing efforts like engaging new users, winning back
uninstallers, and closing cart abandoners.
FOR MORE INFORMATION, VISIT
https://apsalar.com or email info@Apsalar.com.
In the US you can also call
877-590-1854
Copyright 2017, Apsalar, Inc. All rights
reserved. Apsalar and the Apsalar logo are
trademarks of Apsalar, Inc. All other brand
names and logos referenced herein are
property of their respective owners.