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?

Questions?

swotton@rchmail.comwww.redcarnation.com

@suziewotton

Poll no. 4

Q & A

Thank You!Send your questions and comments to kevin@tnooz.com

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