Post on 15-Jul-2015
Mobile in Hospitality : Trends and Opportunities
April 2013
Siddharth Dabhade – Head of Industry - Travel
“We see the emergence of the post-PC world and we are embracing it as an opportunity to reach our audience on
whatever piece of glass they choose to use, with an experience appropriate for each device”
Director of BBC Future Media, Ralph Rivera
Agenda
Mobile is here and now.
Consumer behaviour and hospitality.
What is the world doing?
The way ahead.
1
2
3
4
Mobile is Here & Now
Not just metros, small towns too!
Source : 3D TGI 2011 / Nielsen Informate
Insights
72mins
Source : IRS 2012 AI Urban Q1 (All SECs 12 years+) & Nielsen informate insights
98%Reach amongst 15-34 SEC
AB. Highest across all
medium
Time spent on smartphone >
other media
Expected to reach 310M+ by 2015
Source: Google Internal, Google-Mckinsey Study, market analysis
1140
190
26
44
120
40
63
53
38
0
50
100
150
200
250
300
350
400
2005 2010 2012 2015
Mobile PC + Mobile PC only
26
52
1219
2521
12 14
49
26
76
66
China India UK US
47
73
46 48
24
13 11 11
29
14
43 40
China India UK US
Mo
bil
e V
ide
o &
So
cia
l M
ed
ia u
sag
e:
Hig
hes
t in
Ind
ia a
cro
ss t
he
glo
be
Source: Ipsos India Mobile Consumer Insights study; Nielsen Mobile Informatics 2012
Mobile evolution: Smartphones are transforming consumer behavior
High Usage
98%
98%
90%
89%
88%
70%
58%
43%
41%
Search
App Store
Chat
Social Networking
Webmail
Video Streaming
News
BFSI
ShoppingMo
bil
e U
sag
e /
Act
ivit
ies
Med Usage Low Usage
Video Social
1/5th of Hotel queries come from a mobile device now
Sources: Google Internal Data, January 2013; Hotels & Accommodation Category
0
20
40
60
80
100
120
140
160
180
Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12
Desktop AllMobile
2011Desktop: 27%All Mobile: 133%
2012Desktop: 18%All Mobile: 61%
80%
20%
87%
13%
HED has overtaken WAP in Hotels queries
Sources: Google Internal Data, January 2013; Holidays & Vacation Category
0
200
400
600
800
1000
1200
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
Oct-10
Nov-10
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
AllMobile HED Tablet WAP
Trend of Hotel Specific Queries
• HED volumes on accommodation related queries have grown by 410% YoY (Dec’11 to Dec’12).
• Tablet volumes on accommodation related queries have grown by 260% YoY (Dec’11 to Dec’12).
2011 Jan 2011 Jun 2011 Dec 2012 Jan 2012 Jun 2012 Dec
HED
TABLET
Consumer Behavior
US mobile travel bookings to top US$ 25B by 2014By 2014, Mobile revenue will be 18% of the online market and 8% of the total travel market in the US
Source: PhoCusWright’sUS Mobile Travel Report: Market Sizing and Consumer Trends.
$0.4 $2.7 $7.9 $17.0 $25.8
0.4%
2%
6%
13%
18%
0.2%
1%
3%
5%
8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
$0
$5
$10
$15
$20
$25
$30
2010 2011 2012 P 2013 P 2014 P
Bill
ion
s
Mobile Bookings (US $B) Mobile as share of Online Market
Mobile as share of Total Travel Market
Travelers are embracing booking on mobilePurchasing/booking via mobile phone, by medium
Source: PhoCusWright’s US Mobile Travel Report: Market Sizing and Consumer Trends. Base: Mobile web users. (2012: N=1,329; 2011: N=1,125.) Question: Please indicate which of the following travel-related activities you have done online usingyour mobile phone in the past 12 months and through which medium. Note: does not add up to 100% because some people reported using both mobile apps and mobile websites.
74% 70%
83% 80%
9%12%
6% 7%
20% 22%12% 14%
2011 2012 2011 2012
Used mobile websites
Used mobile apps
Have not done online via mobile phone
Book/purchase travel products such as hotel
rooms or flights
Purchase extra services from travel providers
Mobile helps consumers book last minute
source: Forbes, October 2011; Nielsen, April 2011; Flurry, June 2011
% of mobile of reservations
made within a day of arrival
by OTA:
– Priceline: 82%
– Hotwire: 80%
– Orbitz: 64%
– Expedia: 60%
mobile app users book last-minute, local and shorter stays at quality hotels
source: Priceline, September 2010
Mobile App Users
Non-Mobile Users
Booked hotel within 1 day of arrival 82% 45%
Booked 1-night stays 79% 62%
Chose hotels 3-star or higher 82% 75%
58% of mobile app customers
were within 20 miles of hotel at
time of booking
Sequential UsageMoving from one device to another at different times
to accomplish a task
Simultaneous UsageUsing more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity Complementary Usage - Related activity
17
Consumers leverage a multi screen world
Use multiple screens sequentially to accomplish a task over time
90%
98% move between devices that same day
Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?
18
Sequential screening is common & mostly completed within a day
81% 72% 67% 63% 46% 43% 43%
Browsingthe internet
SocialNetworking
ShoppingOnline
Searchingfor info
ManagingFinances
Planning a Trip
Watching anOnline Video
Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
19
Top activities performed when sequentially screening between devices
BrowsingThe internet
SocialNetworking
ShoppingOnline
Searchingfor info
ManagingFinances
Planning a Trip
Watching anOnline Video
65% 63% 65% 47% 59% 66% 56%
60% 58% 61% 45% 56% 58% 48%
4% 5% 4% 3% 3% 8% 8%
Started on a smartphone
Continued on a PC
Continued on a
Tablet
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
20
Smartphones are the most common starting place for online activities
BrowsingThe internet
SocialNetworking
ShoppingOnline
Searchingfor info
ManagingFinances
Planning a Trip
Watching anOnline Video
BrowsingThe internet
SocialNetworking
ShoppingOnline
Searchingfor info
ManagingFinances
Planning a Trip
Watching anOnline Video
7% 7% 11% 15% 7% 4% 11%
1% 1% 0% 1% 1% 2% 2%
6% 6% 10% 14% 6% 3% 9%
Started on A tablet
Continued on a
smartphone
Continued on a PC
Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.
22
Tablets are most often a starting point for shopping and trip planning
of the time when we’re using a smartphone, we’re using another device
of the time when we’re using a TV, we’re using another device
of the time when we’re using a tablet, we’re using another device
of the time when we’re using a PC, we’re using another device
with a PC/Laptop
with television with a smartphone
with PC/Laptop
with a smartphone
with television with a smartphone
with television
28% 29% 49% 34%
35% 44% 45% 32%
57% 77%
67%75%
Base: All Device Interactions – Smartphone (6057); TV (3592); Tablet (542); PC/Laptop (3817). Q. Which of the following did you use? Q. What else did you use at the same time? 25
Smartphones are the most frequent companion devices during simultaneous usage
What is the World Doing?
Google Hotel Finder
Accor case – drive ranking
2
6
My on-line
CA Airport
LoungePlanning
In-flight
Arrival
Return Notification of
Taxi Arrival
Online
Check-in
Welcome
message upon
arrival at the
airport
Show important
information
automatically
No need to wait in lineAutomatically
checked-in
Check destination information
Preview your destination with
Google Earth
Start your movie from the lounge and pick up where
you left off in the plane
Push notification of boarding time
depending on the distance
Check for destination status
Video hangouts on the flights
Drink order
from your
smartphoneSend a notification to family automatically
Send arrival notifications to
family, chauffeur, local company hosts
Notification of the luggage
carousel and estimated
time for luggage pick up
Navigation with
maps
Message from
the captain
Information on
local trains and
estimated time to
your destination
The way forward
Mobile for hospitality
1 Clearly a high growth distribution platform
2 Location, personal, voice, mobile!
3 A personalised engagement platform.
4 Grow sources of revenue.
5 India - mobile first!
Thank You!