Hotels and mobile - What is next?
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Hotels and Mobile: What’s Next? A Tnooz-ITB Academy webinar June 6, 2012
description
How can hotel operators harness mobile technology in branding and merchandising their services?These are the slides from a FREE webinar co-produced by Tnooz and the ITB Academy in June 2012.Panelists for the webinar:* Josiah Mackenzie, director of business development, ReviewPro* Jeroen van Velzen, CEO, Sound of Data* Suzie Wotton, vice president of marketing at Red Carnation Hotels
Transcript of Hotels and mobile - What is next?
Hotels and Mobile:What’s Next?
A Tnooz-ITB Academy webinarJune 6, 2012
Kevin MayTnoozEditor & Moderator
Gene QuinnTnoozCEO & Producer
David RuetzHead of ITB Berlin
Jeroen van VelzenSound of DataCEO
Panelists
Suzie WottonRed Carnation HotelsVP, Marketing
Josiah MackenzieDir., Bus. DevelopmentReviewPro
Poll no. 1
Poll no. 2
Mobile (r)evolution? Jeroen van VelzenCEO
Servicing travel companies across the value chain OTA | TMC | GDS| Airline| Airport | TO
60% of Mobile buyers are new customers [eBookers]
App buyers 2x loyal as mobile web [eBookers]
21% of Travel Search is Mobile [Google UK]
53% would like mobile hotel reservations [Sabre]
Amadeus m-Power Mobilize BookingCreate new distribution opportunities (iOS, Android & HTML5)
Example of mobilizing the Amadeus core Engine
Mobilizing Ancillary Services in Amadeus m-Power
Mobilizing Hotel bookingin Amadeus m-Power
Mobilizing flight bookingon Amadeus Selling Platform
Travix - Mobilize Booking for CheapticketsCreate new sales opportunities for Cheaptickets
Search flight on cheapticketsusing Gateway engine
Sort flight resultson Cheaptickets
Mobile payment optionson Cheaptickets
The only way to interact with your customer while he’s enjoying
your product (i.e. traveling) is using a mobile device.
search
plan
validate
travel
sharing
booking
€€
inspiration
Itinerary Management for Amadeus, eDreams & Travix Providing really relevant customer information using Apps, HTML5 or Open API’s
Example of a white labelItinerary Manager for Amadeus
Example of the CheapticketsItinerary home screen
MockUp for eDreamsiPhone Itinerary detail
Every stage in the travel cycle has become an engagement opportunity. Contextualize and Personalize!
travelling
7
5
4
3 2
11
6
9
8
10
1
Every Stage
Every Device -> “BYOD”
Thanks! @jeve
Poll no. 3
Going Mobile
Suzie WottonExecutive Vice President MarketingRed Carnation Hotels
Agenda
• Traffic• Device• Content• Design • App vs. Mobile• Mobile “Guest” experience• Monetising Mobile
Traffic
“2 billion users by 2015 outpacing desktop internet usage”
Traffic – Hotel example
• Mobile users represented 16.33% of traffic in 2012
• 171.6% increase YOY in mobile device use (+17.4% increase in all visitors)
• Average page views using iPhone 2.07 vs. 3.80 desktop users
• Visitor duration using iPhone was 2.15 min vs. 4.21 desktop users (3.18 iPad)
• iPad and iPhone had the highest use of all mobile devices
Device: iPad and iPhone
Device: Android
Android has grown 4x as fast as the iPhone
Device: Hotel example
*Figures based on the Chesterfield Mayfair hotel website
Content
Hotel example1. Afternoon Tea2. Location3. Restaurant4. Rooms and suites5. Dining6. Contact Us
• iPad / Smartphone – different browsing experience?• How will the content be managed (existing CMS)• How will multiple languages be handled• How will the site integrate with existing booking engines• SMS confirmations?• Tracking?• What pages are most frequented by mobile users?
Design: Smartphone
• User friendly design • Consistent with main site• Utilise Smartphone technologies• Social media integration• Calls to action present throughout• Utilise iPhone native apps (Maps etc)
App vs. Mobile
• Mobile optimised website is a must• An App is worth the investment if guests have a reason to regularly check your website• Apps for in room guest experience
The “Mobile” guest experience....
• Currency – make a transaction directly from your phone (no need for wallets and cards)• Mobile as hotel room key (through an encrypted signal to the guests phone)• Room phones will disappear (as long as a emergency contact device is present)• Virtual concierge• Check in/out, receive bill without visiting the front desk• Preference for in room entertainment on Ipad – more bandwidth, less pricey in-room movies• “There’s an App for that” – Thermostats, lights switches, Air Con
Monetising Mobile
• Average revenue per user is much lower on mobile (expected to grow)• Although mobile optimisation drives clicks – revenue growth is constrained• 44% of Apps are free – most hotels cannot expect users to pay for app downloads• Increase in the amount of third party mobile/Ipad booking Apps i.e. Hotel Tonight• Highly engaged consumers assisted by social tools should lead to stronger conversions• Increase conversion through mobile optimised booking engines• CPC for mobile is cheaper and less competitive for key terms• In Room iPad Apps have great potential to revenue and are a great platform
for promoting offers to customers in house• The question is less about how much money will I make by embracing Mobile, rather how much do
I stand to lose by not doing so?
Poll no. 4
Q & A
Thank You!Send your questions and comments to [email protected]
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