Présentation1
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The document discusses how mobile devices allow people to access the internet from anywhere through ASAT (Any Screen, Any Time) technology. It provides examples of how travelers use mobile devices to look up information, book accommodations, research attractions and restaurants while on the go. Hotels benefit from mobile apps as guests can share photos and comments, check information, and login from their devices, improving the mobile experience for customers.
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Rm
The document discusses reputation management and its relationship to revenue gains for hotels. It states that growing online reviews and social media allow hotels to better understand their online performance and reputation, which can increase demand and prices. A good reputation can positively impact customers through various online channels like social media, websites, and online booking. It also discusses using a Quality Penetration Index metric to measure quality scores and their impact on revenue, combining traditional practices with new technology for optimal results. Finally, it argues that online reputation management will be the revenue maximization approach of the future for hotels to find the best positioning and adapt their strategies to increase profits.
Présentation1
The document discusses and compares the digital IQ elements of several hotel brands:
1. W Hotels ranks first with an interactive website, mobile app, loyalty programs, and strong social media presence.
2. Westin developed a digital strategy to improve communication and efficiency, boosting their digital IQ to second place.
3. Intercontinental has an interactive but simple website, social media, and a newsletter to engage customers.
It analyzes how the brands compare to Four Seasons and what L2 means by hotels becoming "travel experts" through more robust online content and services beyond just booking rooms.
Customer path
Marketers need to understand consumer decision making at a deeper emotional level to create persuasive messages. Laddering is a technique that can uncover underlying emotions, consequences, and personal values that drive consumer choice. It involves qualitative research to explore decision processes followed by a survey to quantify the results. While commonly used, laddering remains one of the best kept secrets in the industry for giving marketers insights to connect with consumers and influence their choices.
Final exam exercie 1
Last minute hotel booking apps like Hotel Tonight allow users to book rooms on short notice at significant discounts. These apps provide a new distribution channel for hotels to sell unused rooms, helping to increase occupancy rates and revenue. For users, the apps offer convenient mobile booking and deals without requiring advance planning. However, hotels must pay commissions to the apps and may see reduced average daily rates by selling distressed inventory last minute.
Starbucks & foursquare
Foursquare is a location-based social media app launched in 2009. It allows users to "check-in" at locations and earn points and badges. Starbucks partnered with Foursquare for a successful promotional campaign. The campaign offered $1 discounts to Foursquare mayors who checked in at Starbucks locations. It also donated $1 to charity for every check-in. The campaign was very successful, driving increased revenue and brand awareness for Starbucks while raising over $10 million for charity.
Starbucks & foursquare
Foursquare is a location-based social media app launched in 2009. It allows users to "check-in" at locations and earn points and badges. Companies like Starbucks have partnered with Foursquare to run successful promotional campaigns. Starbucks offered $1 discounts to Foursquare mayors who checked in. The campaign increased Starbucks revenue and also raised $1 million for charity. It improved Starbucks' social media presence and brand image.
Customer path
The document discusses consumer decision making and the technique of laddering. It explains that laddering can uncover the emotions, consequences, and personal values that drive consumer choices. The means-end approach uses laddering interviews to understand what moves consumers at a deeper level. Customers have different engagement points like booking, discovery, and inspiration. The Morgan Hotel Group can engage customers at each point through online information, videos, social media, newsletters, and an attractive website that allows booking and sharing reviews.
Customer path
The document discusses consumer decision making and a technique called laddering that can help marketers understand what drives consumer choices on an emotional level. It explains that traditional research often leaves marketers unsure of how to get consumers to purchase their product. Laddering interviews can uncover the emotions, consequences, and personal values that influence decisions. Using this means-end approach allows researchers to design persuasive messaging that sways consumers toward choosing a particular brand or product.
Recommended
Rm
The document discusses reputation management and its relationship to revenue gains for hotels. It states that growing online reviews and social media allow hotels to better understand their online performance and reputation, which can increase demand and prices. A good reputation can positively impact customers through various online channels like social media, websites, and online booking. It also discusses using a Quality Penetration Index metric to measure quality scores and their impact on revenue, combining traditional practices with new technology for optimal results. Finally, it argues that online reputation management will be the revenue maximization approach of the future for hotels to find the best positioning and adapt their strategies to increase profits.
Présentation1
The document discusses and compares the digital IQ elements of several hotel brands:
1. W Hotels ranks first with an interactive website, mobile app, loyalty programs, and strong social media presence.
2. Westin developed a digital strategy to improve communication and efficiency, boosting their digital IQ to second place.
3. Intercontinental has an interactive but simple website, social media, and a newsletter to engage customers.
It analyzes how the brands compare to Four Seasons and what L2 means by hotels becoming "travel experts" through more robust online content and services beyond just booking rooms.
Customer path
Marketers need to understand consumer decision making at a deeper emotional level to create persuasive messages. Laddering is a technique that can uncover underlying emotions, consequences, and personal values that drive consumer choice. It involves qualitative research to explore decision processes followed by a survey to quantify the results. While commonly used, laddering remains one of the best kept secrets in the industry for giving marketers insights to connect with consumers and influence their choices.
Final exam exercie 1
Last minute hotel booking apps like Hotel Tonight allow users to book rooms on short notice at significant discounts. These apps provide a new distribution channel for hotels to sell unused rooms, helping to increase occupancy rates and revenue. For users, the apps offer convenient mobile booking and deals without requiring advance planning. However, hotels must pay commissions to the apps and may see reduced average daily rates by selling distressed inventory last minute.
Starbucks & foursquare
Foursquare is a location-based social media app launched in 2009. It allows users to "check-in" at locations and earn points and badges. Starbucks partnered with Foursquare for a successful promotional campaign. The campaign offered $1 discounts to Foursquare mayors who checked in at Starbucks locations. It also donated $1 to charity for every check-in. The campaign was very successful, driving increased revenue and brand awareness for Starbucks while raising over $10 million for charity.
Starbucks & foursquare
Foursquare is a location-based social media app launched in 2009. It allows users to "check-in" at locations and earn points and badges. Companies like Starbucks have partnered with Foursquare to run successful promotional campaigns. Starbucks offered $1 discounts to Foursquare mayors who checked in. The campaign increased Starbucks revenue and also raised $1 million for charity. It improved Starbucks' social media presence and brand image.
Customer path
The document discusses consumer decision making and the technique of laddering. It explains that laddering can uncover the emotions, consequences, and personal values that drive consumer choices. The means-end approach uses laddering interviews to understand what moves consumers at a deeper level. Customers have different engagement points like booking, discovery, and inspiration. The Morgan Hotel Group can engage customers at each point through online information, videos, social media, newsletters, and an attractive website that allows booking and sharing reviews.
Customer path
The document discusses consumer decision making and a technique called laddering that can help marketers understand what drives consumer choices on an emotional level. It explains that traditional research often leaves marketers unsure of how to get consumers to purchase their product. Laddering interviews can uncover the emotions, consequences, and personal values that influence decisions. Using this means-end approach allows researchers to design persuasive messaging that sways consumers toward choosing a particular brand or product.
Future of Mobile for Destination Marketing and Travel
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Types of Mobile Applications
1. The document discusses different types of mobile applications, including those based on media type (SMS, mobile websites, widgets, native apps, games) and application context (utility, locale, informative, productivity, immersive).
2. It provides pros and cons for each type of mobile application based on media type, covering aspects like ease of creation, user experience, and device support.
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This document discusses the history and growth of mobile computing and smartphones. It explains that smartphones allow constant internet access and have led to increased social media usage on mobile devices. Many social networks like Facebook and Twitter now have over 250 million users accessing their sites via mobile phones. The document also explores how location-based social networks like Foursquare allow users to share their location with friends and check-in at venues. Marketers can take advantage of these mobile trends through branded mobile apps, location-based advertising, and social media marketing.
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Smart phones allow users to make phone calls and access computer-like features such as the internet and office software. A recent study found that three quarters of South African companies have deployed smart phones. Blackberry has the highest market share globally at 19.4% and is growing strongly in South Africa, where they have sold over 350,000 phones compared to 100,000 iPhones. While smart phones provide many advantages, overuse can lead to distraction from work or study as users send frequent short messages with errors.
Smart phones and its effects on productivity,
Smart phones allow users to make phone calls and access computer-like features such as the internet and office software. Research shows that smart phones are widely used in South Africa, with three quarters of companies deploying them and Blackberry having the highest market share. Smart phones provide advantages like constant connectivity but may also enable distractions from work or study. Overall, smart phones have become integral to daily life for most people.
Smart phones and its effects on productivity,
Smart phones allow users to make phone calls and access computer-like features such as the internet and office software. Research shows that smart phones are widely used in South Africa, with three quarters of companies deploying them and Blackberry having the highest market share. Smart phones provide advantages like constant connectivity but may also enable distractions from work or study. Overall, smart phones have become integral to daily life for most people.
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The document discusses the evolution of mobile devices and their impact on communication and accessing information. It notes that mobile traffic now accounts for 20% of US web traffic. People now rely on mobile devices like iPads to get news and surf websites on the go rather than relying only on newspapers. Web developers face challenges in creating sites that work across different mobile devices without flash, but Apple provides alternative app options. When getting a website built, it should be optimized to work on all mobile devices for accessing information on the go.
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Mobile marketing trends for the travel industry include 2D barcode scanning to access digital content from print, localized search and deal alerts on smartphones, crowd-sourcing travel information on social media using hashtags, augmented reality overlaying directions and attractions on a live phone camera view, a growing number of travel apps available with opportunities for destinations to generate revenue, and traditional offline promotions driving app downloads. These trends show the increasing role of mobile in digital marketing and travel planning.
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- By 2014, mobile internet usage is expected to surpass desktop usage as over 70% of people now use mobile phones.
- Half of all local searches are conducted on mobile devices.
- Content on mobile sites needs to be simplified and prioritized for quick consumption on small screens with vertical navigation instead of horizontal.
- HTML5 and CSS3 can help websites render properly across devices, and services exist to create optimized mobile versions of sites.
- Examples of good mobile sites keep content simple with minimal links while bad sites have ads that cover content or too many words and links.
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Présentation1
- 1. * Laura Fleury MBA 2A 20/02/2013
- 2. * ASAT means: Any Screen, Any time is the technology that can make possible to go on internet with new devices, with screen are fixed with the original frame. * Examples: Watch, in a car, it is a 2 screen interaction * *
- 3. * Examples: Many travelers pay for data service while travelling * Share photos * Look some information on wikipedia * look at Facebook * book some accommodations * Use a mobile device for attraction and accommodations research * use a mobile device for restaurants research * People expect to use their mobile device for their travel needs at their destination * use mobile for point of sale research while shopping * use mobile at work * use mobile while waiting for an appointment .. *
- 4. * Mobile enhanced experience because nowadays, it is very useful for everybody to go in internet because it is very fast and people can combined easily with other activities like use internet while waiting for an appointment or during transportation etc.. * People are also using internet when they are travelling to find some information about the destination. * Mobile device can also be useful to book accommodations, a trip or a journey.. *
- 5. * It is an essential tool for hotels to have the possibility to have mobile apps because people can share photos or comments about the hotel, check hotel information, login etc.. It is useful to be always connected with information. * Hotels have to give the free wireless to their guests * Use the SoLoMo technology *
- 6. * Possibility to look the website on the mobile phone * Possibility to see some Hotels adds on TV screen to try to attract customers to book * Possibility to look all hotel information through mobile phone * Possibility also to book rooms, trip through mobile phone * Look photos about the hotels etc… Like the Facebook page with the mobile phone… *