A look into the mobile trends in 2015 for destination marketing. What to expect and what to look out for. Presented at the digital tourism think tank in Barcelona in dec 2014. This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks. The target audience is dmo and tourism marketeers.

1. Mobile Trends for
Destination Marketing
2015
By Tine Thygesen - @tahitahi

2. Amazing travel apps
I’m Tine Thygesen from

3. I want to tell you a story about
one of the biggest societal,
technical innovations in all time.

4. 1. Planning
Surprisingly,
it doesn't
look like
this

5. But like this…
In sub saharan, Uganda, Botswana,
Ghana researchers noticed in 2012
that people were transferring air time
(phone credit) as proxy for money
They looked into it, and in 2004 first
airtime swapping was authorised in
Mozambique
2007 it was launched as a full service
to transfer small amounts of money,
between private people: M Pesa

6. 1. Planning
Today it has changed the payment landscape in 9 countries. And has 19m active users
This hyper innovative branchless banking service, was amazingly by department by Intl.
Development of U.Today it is run byVodaphone, SafariCom

7. In 2015 mobile payment
finally arrive in the west!
Apple Pay: Pay in physical stores and in
apps with one touch
‣ Tiny fees
‣ Strong partners
‣ Privacy
‣ Secure

8. Trend #1
Mobile payments go big
in-mobile purchases
real world transactions

9. 1. Planning
Big year for
‘there’s an app for that’
Police, sending letter, track
my fitness, for all my reading,
signing documents, for
buying petrol, CPR first aid,
school homework, grocery
shopping, decide clothes to
wear

10. 86% mobile time
spent in apps!
Total 2.42h/day
Average traveler: 3 apps, use
two. Frequent traveller +1

11. Market dictates: single purpose apps
Speed über alles

12. More time: 26 minutes more than Android’s
(Total time 2h 42min pp/day)
More Data: iPhone downloads 1.1 GB p/m vs
Android’s 0.9 GB (US)
More money
‣ Spend 4x more on apps
‣ iPhone 57% of mobile commerce transactions vs
Android's 43% (US)
Android more users
But iPhone users still more valuable

13. ‣ Single purpose apps
‣ Invisible apps (background, tracking, health)
‣ Occasional apps (medical, police, postage)
Trend #2
Apps for everything

14. Trend #3
Hyper informed consumer

15. Rise of the
silent traveler
A lot of visitors will buy more/ be happier if they can
be serviced 100% online

16. * One2Few, instead of One2Many
* Short message lifetime
* 1b MAU: Snapchat, WhatsApp, WeChat, Line
Tough for marketeers:
Less broadcasting,
more private sharing

17. Demand for
loyalty products
Hilton rolled out
‘Choose Your Room’ feature
in HiltonHonors app. Also has
mobile check-in / out.
All airlines now have, or are
working on a loyalty app.

18. Key driver for tourism:
Visual networks
Photo networks rapid growth
1.8B photos uploaded
& shared per day

19. Some more
classy than others… the selfie stick

20. People want stories…
#4 Technology is simply the method

21. Moleskine: cult notebooks used by Picasso and Hemingway
(but actually invented in 1997)
Tell a story that
lets people join an exclusive crowd...

22. People want what we cannot have. So wrap
content in a veil of “secret” or “insider”

24. The “local” concept to make people feel
like a traveler, not a tourist
Airbnb’s “Belong Anywhere” story

25. And it’s not even branding. In ’71 they rejected GNP as core metric
Also has limited tourism arrival intake. And scarcity creates demand!
Bhutan’s “Gross Happiness Index”
Best tourism branding. Ever.

26. Thank you!
Looking for a mobile app agency?
Get in contact chris@triptale.net

27. Sources and links
http://www.businessinsider.com/iphone-v-android-market-share-2014-5
http://www.cnet.com/news/android-loses-some-us-market-share-but-remains-top-dog/
Visit Iceland
Experian: http://www.experian.com/blogs/marketing-forward/2013/05/28/americans-spend-58-minutes-a-day-on-their-smartphones/
Flurry.com http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U_xO4EuuoSo
Fortune.com http://fortune.com/2014/06/27/apples-users-spend-4x-as-much-as-googles/
FierceWireless http://www.fiercewireless.com/special-reports/average-android-ios-smartphone-data-use-across-tier-1-wireless-carriers-thr-1
AdTruth http://adage.com/article/digital/android-users-spend-iphone-users/244124/
http://www.kpcb.com/internet-trends
http://www.dailymail.co.uk/travel/article-2661519/Google-Glass-Copenhagen-Airport-airport-trial-use-wearable-tech.html
http://techcrunch.com/2014/07/30/hilton-hotels-now-lets-your-choose-your-room-with-your-phone/