EyeforTravel Ltd.

La prenotazione è MOBILE

EyeforTravel Ltd.

The Mobile revolution is here!

EyeforTravel Ltd.

How far have we come?

>1.3 billion mobile broadband subscribers globally

How far have we come?

Italy ranks 5th in the world for the largest number of 3G users (44 million subscribers)

Only USA, Japan, China, S. Korea are higher!

How far have we come?

4G is currently being rolled out across 20 Italian cities

In Dec 2011, 9.7 million Italians accessed the internet via a smartphone – a figure which is rapidly growing!

No. of travel brands gone mobile?

54% of travel intermediaries and 50% of travel suppliers said that they did not have a mobile version of their website (June 2012)

Savvy travel brands ARE making money from mobile

• In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months

• By the end of 2012 they expect mobile revenues to exceed $130 million

Mobile leads to new customers

In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers

Google Smartphone Platform Leading EU5 Landscape

Product: MobiLens

Data: Three month average ending July 2012

Country: EU5, N= 67,650

Smartphone platform market share and growth

166%

45%

-2%

-35%

July 11 July 12

Other

Microsoft

RIM

Symbian

Apple

Google

24%

42%

21%

20%

8%5%

22%

20%

38%

9%7%

Significant Growth Observed Over Last 6 Months for Airline, Hotel and Car Rental / Transportation

Transactions For Total Audience

Product: MobiLens

Data: Three month average ending July 2012

Country: EU5, N= 67,650

% Growth Feb – July 2012 – Total Phone Audience

+101%

+77%

+90%

1.9 million booked airline tickets in July

1.7 million booked hotel rooms in July

0.8 million hired cars or other ground transportation in July

Is Mobile investment increasing?

No Budget for Mobile

Didn't know if Mobile budget would be increasing or decreasing

Increasing Mobile Budget in Q3, 2012

0% 10% 20% 30% 40% 50% 60%

15%

13%

51%

12%

8%

53%

Travel SuppliersTravel Intermediairies

What results have travel brands seen?

Mobile has increased customer engagement

Mobile has generated direct bookings

Mobile has generated very little or zero revenue

0% 10% 20% 30% 40% 50%

38%

35%

19%

46%

41%

23%

Travel SuppliersTravel Intermediaries

Where do travel brands think mobile adds value?

Important for information search

Important for sales

Important for marketing

Important for customer service

0% 20% 40% 60% 80%

48%

39%

39%

35%

59%

52%

44%

33%

Travel SuppliersTravel Intermediairies

What do consumers think?

In July 2012, EyeforTravel surveyed 8,400 travel consumers in 5 different

countries (UK, USA, France, Germany & The Netherlands).

Wide cultural variances

Preferred travel booking method

Dutch are the most reluctant to book via a smartphone

Most countries still very much prefer desktop

Germans still like the high street travel

agent

TABLET SMARTPHONE DESKTOP CALL DIRECTLY TO SUPPLIER

VISIT IN PERSON TO

AGENT

OTHER

EyeforTravel Ltd.

Attitudes vary by country

50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….

….would not book travel via a smartphone

Willingness to spend via mobile

50% of Dutch would NOT

purchase via mobile

29% of Germans would NOT purchase via mobile

Germans are the most willing nation to spend via mobile devices

71% of Germans were willing to book via mobile

18% of Germans would spend any value on a holiday via a mobile

How much do consumers want to spend?

Of those willing to spend on mobile, the majority felt

comfortable purchasing up to a value of €600 via mobile

Trend for last minute

• Google reported that 41% of last minute queries to airline websites were via mobile devices

• For hotels, 33% of last minute queries were via mobile devices

However….

62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day

Whereas in France…

53% would book a month or more in advance and 10% would book on the day

The 5 Stages of Travel

Dreaming

Researching

Sharing

Experiencing

Booking

Chart courtesy of Google Inc

EyeforTravel Ltd.

How do consumers want to engage with travel brands via

mobile?

64% of Brits surveyed said they would like information on local

activities/deals while at their destination

45% want to check user reviews via a smartphone

Tap into the mobile ‘on-trip’ opportunities

% of consumers who prefer to use mobile to get information on local

activities/deals

% of consumer who prefer to use a mobile to access a map

% of consumers who would like to use mobile to read user reviews

0% 20% 40% 60% 80%

69%

76%

59%

62%

69%

68%

58%

59%

58%

64%

69%

62%

BritsGermansFrenchAmericans

Social fuels the ‘on-trip’ mobile experience

% of consumers who FREQUENTLY like to share their travel experience

via social media during their trip

% of consumers who ALWAYS share their travel experience via social

media during their trip

0% 5% 10% 15% 20% 25%

23%

14%

19%

7%

18%

7%

20%

10%

BritsGermansFrenchAmericans

Travel is by definition mobile – and social!

30% of Brits and 37% of Americans like to share their travel experience via social media during

their trip

SoLoMo - Integrate your mobile and social strategies!

Gatwick airport uses a Social, Local and Mobile approach

They have a presence across Facebook, Twitter, Foursquare, Soundcloud, Qype and Instagram

The result?• 50% of passenger enquiries at Gatwick are now via

their mobile site

• Over the past year, the size of their Facebook community has tripled to 15,000 fans

• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed

• First airport worldwide on Instagram - 1,600 followers , 4,500+ images tagged #gatwick or #gatwick airport

bmibaby Instagram success

• Instagram has more daily users than twitter• Visual social networks are rising in popularity• Asked Instagram communities in different

European countries to create visual inspirational destination guides in return for flights!

• #Miaitalia campaign in Italy had 6,400+ entries

• Instameets were set up across different countries

The results?

Almost 67,000 images taggedimages tagged 100+ pieces of free

media coverage

Tablets are different from mobile!

• Tablets are more fun for consumers to use at the ‘Dreaming stage’

• We found that Europeans are more like to book via a tablet than Americans

• Eg. 25% of Germans want to book travel via a tablet compared with 15% of Americans

Change your website design to suit tablets!

Use inspirational rich mediaProvide easy-touch navigationAdjust the size of fields on formsRemember that tablet users explore your

website in both landscape and portrait positions so the first fold will change

Consider font sizeStay away from Flash!

To conclude…• Mobile is not just a booking channel!• Mobile budgets are increasing• Savvy travel brands are reaping the

rewards of experimenting with mobile early

• Your customer wants to engage with your brand via a mobile device at many stages of the travel life cycle – don’t lose out to your competitors!

• Tablets and mobile devices require different approaches!

EyeforTravel Ltd.

Grazie!

Gina Baillie, GM, EyeforTravel ltd.gina@eyefortravel.com

@anigba and @eyefortravel

Join the Linkedin ‘Mobile in Travel’ group!

www.eyefortravel.com

uk.linkedin.com/in/ginabaillie