Conference talk at MoMM2015, Brussels

1. © Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at
December 11th, 2015 – MoMM2015 - Brussels
Multi-platform mobile service creation
Increasing brand touch-points for hotels
@eliaska
#MoMM2015
Elias Kärle, Anna Fensel
firstname.lastname@sti2.at

2. www.sti-innsbruck.at
Outline
1. Motivation
2. Design
3. Results

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1. Motivation
Illustration by Caroline Winklmair

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1. Motivation
Illustration by Caroline Winklmair

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1. Motivation
• Benefits for the hotel?
– Interaction with guests
– Information on regular basis (text, image, video, pdf,...)
– It’s “trendy” to have an app
– Increase customer retention
– Multiply brand touch points

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1. Motivation
• Benefits for the guest?
– Places inside hotel
– Special offers
– Direct interaction
– Navigation in- and outside
– News or special offers via push messaging
– Making reservations out of the app

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1. Motivation
Key Questions:
1. Would customers use app-based information services of potential
holiday destinations or hotels they have been before?
2. What would be the benefit for the hotels if they introduce mobile
services for customers?
3. Will there be a significant increase of brand touchpoints if customers
had an app of a hotel on their smart phone?
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2. Design
Architecture
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hotel staff
content:
text, image, video, pdf
server/database
content:
xml, urls
hotel guest
any browserany phone
GCM APNS
messaging
registration/login
sharing

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2. Design
Software components
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2. Design
• Attractive appearance
• Usability
• Adaptable CI/CD
• Offline availability
• Well structured cms Pictures made unreadable for copyright reasons.

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2. Design
• Attractive appearance
• Usability
• Adaptable CI/CD
• Offline availability
• Well structured cms Pictures made unreadable for copyright reasons.

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2. Design
• Attractive appearance
• Usability
• Adaptable CI/CD
• Offline availability
• Well structured cms Pictures made unreadable for copyright reasons.

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2. Design
• Attractive appearance
• Usability
• Adaptable CI/CD
• Offline availability
• Well structured cms Pictures made unreadable for copyright reasons.

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2. Design
• Attractive appearance
• Usability
• Adaptable CI/CD
• Offline availability
• Well structured cms
Pictures made unreadable for copyright reasons.

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3. Evaluation
Pilots
• 2 Hotels from Austria
• 5* houses
• High quality hotels
• Websites:
– Desktop optimized
– No mobile version
– No mobile ad. strategies
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Evaluation Criteria
• App downloads
• User registrations
• App synchronisations

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3. Evaluation
App downloads
over a timespan of 66 weeks
(average downloads/week)
• iOS: 89,6
• Android: 13
92% iOS, 8% Android
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App synchronisations
over a timespan of 4 weeks
(app start / first webapp call)
• ~12000 synchronisations
• 90% iOS
• 8% Android
• 2% WebApp
User registrations
over a timespan of 66 weeks
50% male, 25% female, 25%
not set

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3. Evaluation
Key Questions:
1. Would customers use app-based information services of potential
holiday destinations or hotels they have been before?
2. What would be the benefit for the hotels if they introduce mobile
services for customers?
3. Will there be a significant increase of brand touchpoints if customers
had an app of a hotel on their smart phone?
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18. www.sti-innsbruck.at
3. Evaluation
Key Questions:
1. Would customers use app-based information services of potential
holiday destinations or hotels they have been before?
Pilot 1: 12k dowloads, 130k synchronisations
(1.5 years)
Pilot 2: 3k downloads, 30k synchronisations
(5 months)
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3. Evaluation
Key Questions:
2. What would be the benefit for the hotels if they introduce mobile services
for customers?
Increase of brand touchpoint:
"[...] all experiences and situations in which clients and other market partners
get in contact with a certain brand and thereby undergo the brand" [1]
 every time a customer looks at his phone and recognizes the logo of the hotel
Flyers
Posters
TV advertisement
Newspaper advertisement
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[1] C. Spengler and W. Wirth. Die wirkung von marketing-und vertriebsmaßnahmen maximieren-das maximum aus den marketing investitionen herausholen: Mit hilfe der sogenannten touchpoint-analyse
konnen die wirkungen der marketing-und vertriebsinstrumente optimiert werden. IO New Management, 78(3):46, 2009.
Hotel app

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3. Evaluation
Key Questions:
3. Will there be a significant increase of brand touchpoints if customers had
an app of a hotel on their smart phone?
In one year:
Pilot 1: 620k website hits
8k app installations
100k app synchronisations
Pilot 2: 170k website hits
3k installations
30k app synchronisations
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