d

Mobile opportunity

in travel: Urgency

sells best.

On smartphones.

Tomas Laboutka - CEO & Co-Founder, HotelQuickly

2013 2014

Sources:

Left: BI Intelligence, Gartner, PhoCusWright, Expedia

Right: Morgan Stanley, Google, Juniper Research

The future is mobile.

Current market size of mobile bookings:

USD 10bn

Number of mobile devices

globally: >2bn

Today, only 15% of travel planning

is done mobile

But: 85% would book mobile again

2015

Mobile users > computer users

Mobile will account for 8% of the

total booking volume

m-payment > online payment

Goods worth USD 1.3tn will be

purchased mobile

Mobile travel in APAC.

Time to spare?

ITB World Travel Trends:

USD 357bn travel market in APAC

MasterCard:

54% of Indonesias use

Mobile to shop online

Wego:

48% APAC users use m-search for travel

Shortcuts in determining

your monetization

strategy?

Understand the

real problems of

your mobile users

Mobile money-making strategies. Same

same, but different?

Smartphones

IAB research:

70% users will not leave

smartphone at home

Funsherpa & Lab42:

85% use smartphone while

travelling and abroad

Phablets

Tablets Google:

65% of users do not search for

specific destination

Expedia:

12% mobile users do not know

their target destination & 48% use mobile for aspirational search

?

Tealeaf:

40%

Users expect mobile

search to be better than

PC

Google:

36% Mobile users will not book

if the site is hard to

navigate

Tealeaf:

46% Users worsen their image of

brand, if user experience is bad

Great mobile user experience:

precondition for revenues

Tealeaf:

38% chose different provider,

if bad user experience

Google:

40% Book with m-browser

Google:

12% Book with App

Expedia:

58% app bookings

Monetate:

98% Users switch between devices during the day

Is the $ in App or in mobile Web?

but

but

Do you really know

what mobile user

you are trying to

convert?

Understand customers before targeting

1) Profile customers 2) Screen market 3) Learn & optimize

User behavior:

Use tools to measure

and profile preferences,

backgrounds, interests,

behaviors of customers

Market segmentation:

Position yourself in the

best light: Find where

your target customers

hang out (online), what

they do and like

Measure & track:

Numbers are king:

Constantly observe

whether your marketing

channels are effective &

optimize

Understanding of our user Google: 26%

Mobile queries are last minute

Drew McLellan: 70% smartphone searches result

in action within 1 hour

GuestCentric: 60% Mobile users book for

the same or next night

Orbitz: 70%+ Users booked mobile

check-in on the same day

Expedia: 68% Mobile users check in within 24

from booking

Mastercard: China 70%

Mobile users are attracted to

mobile for special deals

(in HK: 54%)

93% in-Asia Air travel

Mastercard: 40%

Users in APAC are interested in

special mobile only offers

Wego: FREE travellers

replacing group travel in APAC

User profile: different needs • Urgency & spontaneity & Flashpackers

• PhoCusWright: “Universal app needed“

• First time customers

Understanding by analytics

Urgency: proximity

70% use Facebook connect

for sign-up

45% book closest hotel

72% Spontaneous

93% first time guests

19:42 time of booking

Closest

hotel

2nd

Closest

hotel

3rd

Closest

hotel

Other

Campaign funnel management

Interconnected systems

Google analytics EDM system

Flurry

Do you

inspire to book?

NewRelic: ¼ users never

opened the app

Ovum: APAC

5bn apps+

downloaded

Nielsen:

47 apps on

average in SG

Pictures sell more than 1000 words.

Video anyone?

VFM Leonardo: (evening) (video) story: 50%+ higher visual interaction on mobile

Google: 21-26% use video as resource for planning & 45% - 72%

travellers (leisure-business) prompted to book as a result of video site

Mobile Marketing Association: video has 3x better CTR on mobile

Comscore : most frequent purchases in the evening

Target CPA deals to drive your ROI

Social media as a part

of monetization strategy in APAC?

Wego: 61% use soc.media

for holiday inspiration

Wego: 54% buy

because of friends‘ like

EyeForTravel: 87% impact on hotel choice

Expedia: 47% global average of

soc.media impact 54% on purchase

Tailor your mobile offers

Urgent Simple

Unique

Important factors for mobile traveller

Deals

Important factors for you

Brand

protection

Customer

acquisition

Customer

retention

Non-

cannibalizing

Mobile traveller is a moving target.

Localize to monetize

Make a use of GPS &

localisation

Gigaom: 34% Asian

apps are popular only in

APAC

HEBS:

Calls drive 6/10 of

mobile transactions

Starwood:

Mobile users are

20x more likely

to click on a map

HEBS: 1/3 of

mobile search has

local content

Use local languages

& currency

Our inspiration measured

1. Map: +20% engagement (in 1w)

2. Currency localisation: 42% manual 81% automatically targetted

3. Localise offer : +16% in the final step of our funel

4. Tap to call: 30%+ finalized booking

5. Redesign sharing: 210% referral increase

Do you enable

quick and

safe mobile

booking?

Payvia: 44% see slow

check-out as a transaction failure

Derek Nelson: 74% mobile users will leave if the transaction takes too long

Mastercard: 34% Asian mobile users trust local payment providers more

Good feelings - more bookings

Full integration

Localize

Speed

Alternative payments

No Notifications

Connectivity issues

Double payments

Fraud

Excessive security measures

(3D authorization)

Fail:

Defining effective monetization strategy

The checklist: Understood mobile user

Inspired

Collected payment