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![21% of Travel Search is Mobile [Google UK]
60% of Mobile buyers are new customers [eBookers]
App buyers 2x loyal as mobile web [eBookers]
53% would like mobile hotel reservations
[Sabre]](https://image.slidesharecdn.com/tnooz-itbwebinarfinal-final060612-120607041810-phpapp02/75/Hotels-and-mobile-What-is-next-13-2048.jpg)
![Mo isS cia
bile o l
• The convergence of social and mobile technologies is one of the
hottest opportunities in hotel marketing today – take advantage of it to
increase buzz and conversations about your brand!
• People using social networks on their mobile devices tend to be more
active and engaged!
– Social networking becoming the #1 mobile app activity [Flurry]!
– 60% of time spent on the mobile internet is devoted to social networking
[Ground Truth]!
– Americans spend more time on Facebook mobile than on its website
[May 2012, Comscore]!
June 2012!](https://image.slidesharecdn.com/tnooz-itbwebinarfinal-final060612-120607041810-phpapp02/75/Hotels-and-mobile-What-is-next-48-2048.jpg)
Uploaded byKevin May
Hotels and mobile - What is next?
The webinar discusses the increasing significance of mobile technology in the hotel industry, highlighting trends such as the surge in mobile traffic and reservations. Key insights include the integration of mobile features like apps, location-based services, and mobile payments to enhance customer experience and engagement. It emphasizes the need for hotels to adapt to mobile advancements or risk losing market share.
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Similar to Hotels and mobile - What is next?
Hotels and mobile - What is next?
- 1. Hotels and Mobile: What’s Next? A Tnooz-ITB Academy webinar June 6, 2012
- 2. Kevin May Gene Quinn Tnooz Tnooz Editor & Moderator CEO & Producer
- 3. David Ruetz Head ofITB Berlin
- 4. Panelists Jeroen van Velzen Suzie Wotton Josiah Mackenzie Sound of Data Red Carnation Hotels Dir., Bus. Development CEO VP, Marketing ReviewPro
- 5.
- 6.
- 7. Mobile (r)evolution? Jeroen van Velzen CEO
- 9. Servicing travel companiesacross the value chain OTA | TMC | GDS| Airline| Airport | TO
- 13. 21% of TravelSearch is Mobile [Google UK] 60% of Mobile buyers are new customers [eBookers] App buyers 2x loyal as mobile web [eBookers] 53% would like mobile hotel reservations [Sabre]
- 15. Amadeus m-Power MobilizeBooking Create new distribution opportunities (iOS, Android & HTML5) Mobilizingof mobilizing Example flight booking Mobilizing Hotel booking Mobilizing Ancillary Services the Amadeus core Engine on Amadeus Selling Platform in Amadeus m-Power in Amadeus m-Power
- 16. Travix - MobilizeBooking for Cheaptickets Create new sales opportunities for Cheaptickets Search flight on cheaptickets Sort flight results Mobile payment options using Gateway engine on Cheaptickets on Cheaptickets
- 19. The only way to interact with your customer while he’s enjoying your product (i.e. traveling) is using a mobile device.
- 20. inspiration sharing search travel plan booking validate
- 22. Itinerary Management forAmadeus, eDreams & Travix Providing really relevant customer information using Apps, HTML5 or Open API’s Example of a white label MockUp for eDreams Example of the Cheaptickets Itinerary Manager for Amadeus iPhone Itinerary detail Itinerary home screen
- 23. Every stage inthe travel cycle has become an engagement opportunity. Contextualize and Personalize!
- 24. 8 Every Stage 7 9 6 10 travelling 5 11 4 1 3 2
- 25. Every Device ->“BYOD”
- 26.
- 27.
- 28. Going Mobile Suzie Wotton ExecutiveVice President Marketing Red Carnation Hotels
- 29. Agenda • Traffic • Device • Content • Design • App vs. Mobile • Mobile “Guest” experience • Monetising Mobile
- 30. Traffic “2 billionusers by 2015 outpacing desktop internet usage”
- 31. Traffic – Hotelexample • Mobile users represented 16.33% of traffic in 2012 • 171.6% increase YOY in mobile device use (+17.4% increase in all visitors) • Average page views using iPhone 2.07 vs. 3.80 desktop users • Visitor duration using iPhone was 2.15 min vs. 4.21 desktop users (3.18 iPad) • iPad and iPhone had the highest use of all mobile devices
- 32. Device: iPad andiPhone
- 33. Device: Android Android has grown 4x as fast as the iPhone
- 34. Device: Hotel example *Figures based on the Chesterfield Mayfair hotel website
- 35. Content • iPad / Smartphone – different browsing experience? • How will the content be managed (existing CMS) • How will multiple languages be handled • How will the site integrate with existing booking engines • SMS confirmations? • Tracking? • What pages are most frequented by mobile users? Hotel example 1. Afternoon Tea 2. Location 3. Restaurant 4. Rooms and suites 5. Dining 6. Contact Us
- 36. Design: Smartphone • Userfriendly design • Consistent with main site • Utilise Smartphone technologies • Social media integration • Calls to action present throughout • Utilise iPhone native apps (Maps etc)
- 37. App vs. Mobile •Mobile optimised website is a must • An App is worth the investment if guests have a reason to regularly check your website • Apps for in room guest experience
- 38. The “Mobile” guestexperience.... • Currency – make a transaction directly from your phone (no need for wallets and cards) • Mobile as hotel room key (through an encrypted signal to the guests phone) • Room phones will disappear (as long as a emergency contact device is present) • Virtual concierge • Check in/out, receive bill without visiting the front desk • Preference for in room entertainment on Ipad – more bandwidth, less pricey in-room movies • “There’s an App for that” – Thermostats, lights switches, Air Con
- 39. Monetising Mobile • Average revenue per user is much lower on mobile (expected to grow) • Although mobile optimisation drives clicks – revenue growth is constrained • 44% of Apps are free – most hotels cannot expect users to pay for app downloads • Increase in the amount of third party mobile/Ipad booking Apps i.e. Hotel Tonight • Highly engaged consumers assisted by social tools should lead to stronger conversions • Increase conversion through mobile optimised booking engines • CPC for mobile is cheaper and less competitive for key terms • In Room iPad Apps have great potential to revenue and are a great platform for promoting offers to customers in house • The question is less about how much money will I make by embracing Mobile, rather how much do I stand to lose by not doing so?
- 40. Questions? swotton@rchmail.com www.redcarnation.com @suziewotton
- 41.
- 42. Mo Op rtuitie fo Ho ls bile p o n s r te : S llin Th u S rvice e g ro gh e Josiah Mackenzie ! ! ! ! ! ! ! ! ! ReviewPro! June June 2012! 6, 2012! !
- 43. G et Stis ctio Drive Bu in s u s a fa n s s es June 2012!
- 44. Mo Op rtuity: S llin Th u S rvice bile p o n e g ro gh e June 2012!
- 45. De rin Cnn in Cn xt live g o te t o te June 2012!
- 46. Hip ta aa p S llin Th u E ca n s m tic p : e g ro gh du tio June 2012!
- 47. Op rtu ity:U s llin w Mo p o n p e g ith bile • 75% of people who order room service at Hotel Bel-Air do so via in-room iPads! • The Hotel Bel-Air plans to offer the ability to conduct more on-property purchases in future! • Consider: Will your guests be more willing to spend on- property if the process is simple?! June 2012!
- 48. Mo isS cia bile o l • The convergence of social and mobile technologies is one of the hottest opportunities in hotel marketing today – take advantage of it to increase buzz and conversations about your brand! • People using social networks on their mobile devices tend to be more active and engaged! – Social networking becoming the #1 mobile app activity [Flurry]! – 60% of time spent on the mobile internet is devoted to social networking [Ground Truth]! – Americans spend more time on Facebook mobile than on its website [May 2012, Comscore]! June 2012!
- 49. BridgeTh Olin -OeG p e n e fflin a June 2012!
- 50. Op rtu ity:Lo tio -Ba e S rvice po n ca n s d e s • Location-based services (LBS) are a perfect example of the convergence of mobile and social technologies! • They provide the ability for users to share where they are – giving an indirect “endorsement” ! • They provide brands with the ability to share content in context – and become more relevant! • Integration with Facebook, Twitter, and other networks is increasing the reach of LBS! ! June 2012!
- 51. E m leRitz-C rlto xa p : a n June 2012!
- 52. Mo Op rtuity: S llin Th u S rvice bile p o n e g ro gh e June 2012!
- 53. Le Ta t’s lk Josiah'Mackenzie' Director!of!Business!Development! ! josiah@reviewpro.com! ! www.ReviewPro.com/demo! June 2012!
- 54.
- 55. Thank You! Sendyour questions and comments to kevin@tnooz.com Video replay and presentation available on www.tnooz.com Tnooz’s FREE newsletter at www.tnooz.com/newsletter/
Editor's Notes
- #11 Mobile is no exception. The question we have been getting the past three years is will mobile sell.Honestly: we didn’t think it would be as this fast in these quantities. So we decided to solve mobile distribution as this is not the surprise you’re looking for…
- #12 Depending on the market you’re servicing it should move up or down your oh so long prio list
- #15 The Travel Industry Spasm is toward Distribution.
- #16 So your interest is to find out how you can distribute using mobile; right?Well I’ve got new for you: it has been done. And actually it’s the most boring piece of the puzzle. Same meat different gravy. Everything air, car and hotel is or has been mobilizied. Car is not a problem as wiil or has been showed by Per. It’s all out there. And we can mobilize any supplier content you can think ofIt’s not an if, it’s a whenSo you can and will sell over mobile.
- #17 So your interest is to find out how you can distribute using mobile; right?Well I’ve got new for you: it has been done. And actually it’s the most boring piece of the puzzle. Same meat different gravy. Everything air, car and hotel is or has been mobilizied. Car is not a problem as wiil or has been showed by Per. It’s all out there. And we can mobilize any supplier content you can think ofIt’s not an if, it’s a whenSo you can and will sell over mobile.
- #18 Soifeverybody starts distributing over mobile whathappens. Everybody is has joined the navy.Will nobody disrupt? Who will be the new pirate? How do you surprise your customer and your competition
- #19 The pirate here turns out to be a distribution disruptor, was rapidly countered by the navy (that used to be pirates btw not long ago)
- #20 Pilates understand combining new technologies with consumer behaviour.Pirates really care for your customer. So try to be or beat the pilot by making the customer feel important AFTER even after the booking, go on and travel with your customer.Understand, listen, prepare, prevent.
- #22 Again the disruptors in this space were and are industry outsiders. Tripit has become an insider through the Concur Acquisition. Gogobot is social discovery made
- #23 So we think that every travel supplier should create its own “itinerary management” platform. Why? Because your customer will look for outside agencies that do not have the information you have! Your concierge knows more than all the friends of your customer combined. Create those experiences!
- #24 Pilates understand combining new technologies with consumer behaviour.Pirates really care for your customer. Pirates create great experiencesSo try to be or beat the pirate by making the customer feel important AFTER the booking, traveling to your premise and staying at your premises, and flying back home again. Go on and travel with your customer.Understand, listen, prepare, prevent.
- #25 Engagementopportunities for every stage in the travel cycle.
- #26 Bring all the information you have available for your customer to their own device.
- #27 Inform, update, share!
- #30 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes
- #31 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes
- #32 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes
- #33 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes
- #34 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes
- #35 2 billion users by 2015 outpacing desktop internet usage50% of users are over 3550% of smartphone users have scanned QR codes