#eTAS14 Presentation - Alana Witt of Revinate
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The document discusses how hotels can leverage mobile technology to reach mobile travelers. It summarizes Revinate's services which include software to help hotels with pre-arrival check-in, sending guest requests via SMS, monitoring social media for feedback, using tablets for on-site guest feedback, communicating with guests, and improving hotel operations through mobile apps. The document also outlines statistics on growing mobile usage for travel and reviews, and provides examples of how some hotels are using mobile for guest satisfaction.
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#eTAS14 Presentation - Alana Witt of Revinate
- 1. Reaching the mobile traveller alana@revinate.com www.revinate.com @Revinate @alanawitte
- 2. About Revinate HQ in San Francisco Offices in NYC, Amsterdam, Munich, Dubai, Singapore, Sydney 90 full-time employees Board & Advisory include: Jay Parikh, VP Engineering at Facebook Paul Nelson, former President of Travelocity Joe Lonsdale, Founder of Palantir (big data processing for the CIA & FBI) Peter Fenton, Board of Twitter and Yelp Rich Barton, Founder of Expedia Official 2 TripAdvisor Partner
- 3. Five Years – 23,000 Clients
- 4. Our Mission: To Connect Hotels and Guests By delivering disruptive innovation to the global hospitality sector
- 5. Agenda 1. The mobile world 2. Travellers are changing 3. Opportunities for hotels
- 8. YOU are getting the lion’s share Travel industry has the highest percentage of internet traffic coming from tablets at 11.2% and is also the only industry studied that actually saw more tablet traffic than smartphone traffic. Adobe’s “Best of the Benchmark” study
- 10. Smartphone and Tablet ownership
- 12. How can hotels leverage mobile? Mobile Services Tablets Guest Communications Hotel Operations
- 13. Mobile Services
- 14. Pre-arrival check-in Source: Marriott
- 15. Send guest requests through SMS… Source: USA Today Travel & Zingle
- 16. Mobile Services • Splash screen • Hotel contact information • Social networks • Amenities • Activities • Dining options and room service • Meeting Space • Shops • Room layout • Local things around the hotel • Communication and service requests
- 17. Tablets
- 18. On-Site Feedback It’s the easiest way to gather critical guest feedback and turn your dissatisfied customers into delighted promoters while they’re on-property.
- 21. Financial Impact of reviews on revenue + 1-point increase in review rating: You can increase pricing by without adversely affecting likelihood of sale 11.2%
- 22. ROI to integrated reviews Data suggests user reviews pay dividends: Brands with on-site user reviews sent 39% less traffic to OTAs On-site reviews gave customers more confidence when booking
- 23. A mobile approach to reputation management
- 24. Monitor Social Media for Feedback • Real time service recovery/operations • Real time surprise and delight • Sales opportunities 24
- 25. Example: Four Seasons Palo Alto
- 26. Example: Four Seasons Palo Alto
- 27. Example: Four Seasons Palo Alto
- 28. Example: Four Seasons Palo Alto
- 29. Surprise and Delight 29
- 30. Surprise and Delight 30
- 31. Surprise and Delight - Viral Spread 31
- 32. Sales opportunities in social media 32
- 33. Hotel Operations SCOTT YOUNGBLOOD General Manager at Hilton Minneapolis St Paul Airport Mall of America • Brings GMs one step closer back to our natural behavior • Can review notifications, determine if needs action, without interrupting activities most important to us • Stay engaged on the floor, off-property, without causing delays, disruptions, longer meetings
- 34. Should you respond to reviews? 34 “If I was considering two different properties, the presence of a management response would sway me in its favor.” 68% “A management response would leave a positive impression about the hotel.” 84% In Retail: After being contacted by the retailer after a negative review; Deleted the review Posted a positive review 33% 34% Source: * PhocusWright 2012, ** TripBarometer 2013, ***TripBarometer report March 2013
- 36. Thank You! revinate.com/blo g info@revinate.co m
- 37. Q&A
Editor's Notes
- My name is Alana Witte and I lead Revinate’s MEA office. We’re excited to have you join us for what promises to be a very information-rich session. We’re going to cover a lot of ground focusing on the transformative role that mobile has played in the hospitality landscape over the last year. We will be sharing industry trends, tips and best practices we’ve learned from working with many of the world’s leading hotel brands, as well as some real industry insight.
- So we’ve got a lot of ground to cover today and here’s where we’re headed: First, will set the stage for our discussion by taking a look at what the current hospitality mobile landscape looks like and share a high-level overview of what the trends are telling us about how hotels and consumers who are using mobile. Secondly we zoom in specifically on todays modern mobile traveller And then we look at some of the opportunities hotels have in the field of mobile. and ideas for you to action when looking ahead to your 2015 initiatives.
- It seems as though we can’t go anywhere without seeing a sea of people using cell phones. We’re plugged in at all times. And the global mobile outreach is spreading like wildfire. In fact, it’s spreading so much that as of this year the number of active cell phones will reach reach 7.3 billion; for the first time there are more cell phone devices in the world then people. And also the coverage of mobile signal is expanding rapidly; At this point over 55% of the world has mobile coverage – that is measured on the total world area including oceans.
- And although mobile cell adoption is slowing worldwide; regions like Africa & Middle East will still drive growth to the mobile revolution. Zooming in on africa and mobile phone useMobile phones represent more than 90% of all telephone lines in Africa. According to a report on mobile phone use in Africa by TA Telecom market penetration of mobile phones hit 80% in the first quarter of this year and is still growing at 4.2 percent annually. That’s faster than anywhere else in the world, the report says, and Africa is, after Asia, the world’s second-largest market. Which means that today, more than eight in 10 Africans have a mobile phone. According eMarketeer the mobile phone penetration will rise from 61.1% to 69.4% of the global population between 2013 and 2017.
- What does that mean for the tourism industry? By 2017, eMarketer estimates that mobile will reach nearly US$50 billion, or 29% of all travel sales. And as hotel research goes, so goes travel research in general. Adobe’s “Best of the Benchmark” study from January 2013 looked at the percentage of internet traffic to US websites coming from mobile devices across various industries, and found that travelers were inclined to utilize tablets more than consumers of any other product. Travel not only had the highest percentage of internet traffic coming from tablets at 11.2%, but it was also the only industry studied that actually saw more tablet traffic than smartphone traffic.
- And what about todays traveller? With the prevalence of smartphones, travelers now use mobile devices to do more than research and book travel. They also use their mobile devices to plan entire itineraries, research destinations while on the road, purchase in-destination activities, and share their experiences with their friends and family. The mobile phone is part of the vacation. They are on the road or near the destination before they book 24% of people who make mobile hotel bookings make reservations within 10 miles of their current location 60% begin their hotel stay within 24 hours Most of their stays are for just one night and peak time for mobile bookings is 5 p.m. This new breed of traveler prefers online communication to many forms of traditional, in-person hotel-guest interaction. They use social networks or online review sites to determine dining options instead of visiting the concierge station. They get driving or walking directions using their location-aware devices versus asking for directions. And they share their feedback over online review sites or social media, versus completing comment cards provided to them.
- Mobile apps also enable engagement between the hotel and the guest while on-property. Some features that a mobile app or Web site can offer includes: Splash screen: Great opportunity to showcase an offer or highlight a menu Hotel contacts – phone number and email where your guest can reach you Social networks – to keep your guest connected with your hotel, you need to centralize all your social networks in one place. Amenities – to showcase what makes your property unique. Not only to inform your current guest but also inspire potential future guest. Off course you have to be able to directly order services like extra pillows or newspapers from the app. Activities: Some hotels offer unique activities like yoga, wine tastings, dance classes, you name it. However, some guests may not be aware of these. Ensure that you include locations and times. Dining options: restaurants, bars, etc including opening hours and menu’s including room service ordering Your meeting space including a floor plan Any shops you might have on site Room layout: Detailed descriptions and pictures of the different room categories you have Local things around the hotel: Local restaurants, specialty shops, things to do, running trails etc. Service requests (tee times, wake up calls, restaurant recommendations) and Communication with the staff (questions, complaints) With a mobile app, guests are able to manage their entire visit and communicate with staff throughout the stay, allowing hoteliers to meet guest needs 24/7.
- Mobile doesn’t only include cell phones. It also includes tablets. As we seen earlier tablets are more popular in certain travellers age categories. In the same study from PhoCusWright on the European technology traveller, the main frustration of using smartphones while traveling is the screen size. Over 50% complain that the screen is too small to see photos or videos. Today more and more hotelier are using iPads and Androids creatively to: Share property information Control room settings (air conditioning, blinds, TV) Solicit guest feedback, in real-time, from on-site guests and day visitors Order menu items at the restaurant Or for example provide detailed information on wine selections Providing information to guests using tablets is great for hoteliers because information can be updated in real time, avoiding costly print runs and the potential of disappointing guests if information is out of date or incorrect.
- In the age of online reviews, timely service-recovery is critical for hotels since guests that check-out angry will very possibly write bad reviews. By collecting guest feedback in multiple areas on-property and escalating any reported issues, hotels can ensure that guest issues are taken care of while the guest is still on site. Revinates on-site solution allows you to collect your guest feedback on-site and all this collected information flows directly into our platform giving you a full picture of your guest satisfaction.
- Since guests typically have their mobile devices with them at all times, mobile has the promise of being the perfect communications platform to reach guests. But for it to deliver on the promise, communications must be targeted and personalized. In other words, all communications must take into account guest preferences, profile data and stay history. Your guest are too busy to receive non personalized, irrelevant messages.
- Guest communication must be targeted specifically to all 5 stages of travel: Dreaming: Inspire guest and showcase your property and its surrounding. Guest love to dream about their next vacation. A great way to reach guest is by video – about 50% of all travelers watch travel related videos online Its also key to monitor social media in this stage to make sure you connect with travellers who post questions. This offers a direct opportunity to connect with these guest and attract them to your property. Planning: Travelers go online to research their vacation and plan. And on average visit 22 travel related sites prior to their booking. Referencing to earlier tips about your guest facing app make sure you include all information about your property to make planning as easy as possible for your future guests. Booking: Although we can dedicate a complete session to this topic the major tenent is simply enabling guests to book your property EASILY – with as little threshold of resistance as possible. After booking but before check in you have an IMMENSE opportunity to Drive room upgrades and upsell services. Experiencing: Invite guests to on-property events (happy hour, restaurant events) Give special offers for activities or alert guests of open appointments (spa, golf) Sharing: Make this available through he app and actively collect guest feedback by post stay surveys. Afterguest leave feedback make sure you feed this back in your guest profile, so when guest return to your property you know what they liked and disliked in previous stays.
- What we have on the program today: First we will look at the mobile world Secondly we zoom in specifically on todays modern mobile traveller And then we look at some of the opportunities hotels in the field of mobile.
- What we have on the program today: First we will look at the mobile world Secondly we zoom in specifically on todays modern mobile traveller And then we look at some of the opportunities hotels in the field of mobile.
- You have to remember here that the massive shift to mobile isn’t just a consumer phenomenon; it’s happening inside enterprises, too. Hoteliers rarely site behind their desks and social media demands real-time attention. It’s critically important that we think about the mobile experience in everything we do and allow our customers to actively manage their hotels’ online reputation at any time, from anywhere – which is why we’ve developed a mobile approach to reputation management. Revinate’s easy-to-use mobile app gives Revinate customers one-tap access to their online reviews, social media searches and reputation snapshot reporting on their iPhone or Android device. If there are any customers on the call who haven’t yet downloaded the mobile app, it’s 100% free to download through Apple’s App Store or Google’s Play Store. And for those of you who are fans of ours already, (shameless pandering here) we’ve excitingly been nominated in EyeforTravel’s 2014 Mobile Innovation Awards ‘Best Mobile Solution’ category and would love for you to vote for us