Going Mobile: Holiday Lettings in a Device-Driven World

VRMA Europe 2013@kirbywinfield

CEO, @Dwellable

Dwellable is the leader in mobile holiday lettings • Top app on iOS, Android, Kindle• Free to list• Google-style Quality Score• Announced global expansion today

Today’s agenda

• Mobile trends overview• Q4 2013 VRMC survey results• Travel/VR detail• Best practices• Q&A/discussion

The PC is flat and the future is mobileA wake up call

8000

6000

4000

2000

0Population Adults Literate Adults Mobile Smartphones PCs Tablets

2017 forecast base (m)

Source: Gartner, IDC, Enders Analysis

2012

Growth to 2017

7000

5000

3000

1000

More than 75% of literate adults worldwide will have smartphones by 2017

100

75

50

25

0

Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013

Global annual unit sales (m)

Source: Gartner, IDC, Enders Analysis

All PCs

Tablets

We have reached “peak PC”

200

150

100

50

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Global annual unit sales (m)

Source: Gartner, IDC, Enders Analysis

Corporate PCs

Consumer PCs

Tablets

Tablets went from nonexistent to more than half consumer PC market in 3 years…

To put that in perspective

Source: ET Forcast

1980-1990

105 million sold

2009-2012

128 million sold

10 YEARS 3 YEARS

800

600

400

200

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Global annual unit sales (m)

Source: Gartner, IDC, Enders Analysis

Corporate PCs

Consumer PCs

Tablets

Smartphones

…and smartphones make tablet growth look slow

1250

1000

750

500

0

1995 1997 1999 2001 2003 2005 2007 2009 2011 2013e

Global annual unit sales (m)

Source: Enders Analysis

PCs

Smartphones and Tablets

250

Combine the two and the shift gets even clearer

Smartphones turn PCs into “shells”

Source: ET Forcast

Korea Telecom’s Spider Laptop has no processor, memory or OS – and will work with all Android phones

1800

1350

900

450

0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Global annual unit sales (m)

Source: Gartner, IDC, Enders Analysis

Corporate PCs

Consumer PCs

Tablets

Smartphones

All Mobile Phones

When traditional mobile is fully replaced by smartphones, it’s game over

Which makes it easier for consumers to do more of what they love…

Three-quarters of Britons text, blog or surf the internet while on the toilet (YouGov 2009)

40%

30%

20%

10%

0

2010 2011 2012 2013

Share of Time Spent per Day with Major Media by US Adults

Source: eMarketer

TV

Online

Mobile (non voice)

Radio

Print

Your customers spend more time on mobile every day than on the wired web

600

400

200

0 2005 2006 2007 2008 2009 2010 2011 2012 2013

Photos uploaded and shared per day (m)

Source: KBCP

500

300

100

Facebook

Instagram

Snapchat

Flickr

500M photos uploaded and shared per day, growth accelerating, 2x YOY

Photos are eating the world (tracking closely with smartphone growth)

1/11 3/11 5/11 7/11 9/11 11/11 1/12 3/12 5/12 7/12 9/12 11/12 1/13 3/13

South Korea search query trend (indexed)

Source: NHN, KPCB

PC Query

Mobile Query

100

0

In leading edge mobile markets, mobile search surpassed PC/laptop

1/11 4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13

% Groupon NA transactions completed on mobile

Source: GRPN, KPCB

40%

30%

10%

0

20%

50%

And mobile users are increasingly comfortable paying by smartphone

How are holiday rental managers reacting to the rise of mobile?Mobile Holiday Lettings in 2013: Dwellable Survey

Listings sites are primary bookings source

Where do your bookings come from?(top 3 sources)

Traditional listings sites are <20% mobile, while newer app-based services can be

50%+ mobile

Source: Dwellable

Holiday lettings companies have taken the first step - recognition

Does a meaningful number of potential renters currently research vacation rentals via mobile?

Source: Dwellable

More than 75% of Dwellable users researched vacation rentals via mobile in 2013

And most holiday lettings companies are on board with using the mobile channel

How important is it for you to reachpotential renters via mobile?

Source: Dwellable

“We are in the process of developing a new responsive design website.”

Mobile is the most important growth area for holiday lettings

Source: Dwellable

I believe the most important areas of growth for my business over the next 5 years will be:

“I plan to add booking to my mobile site very soon.”

Mobile marketing is a strategic priority

The most crucial thing I could tell the largest vacation rental searchcompanies, in order of importance:

Source: Dwellable

But actual execution is still rare

Do you have a mobile website?

Source: Dwellable

“Haven't thought about it, we just use commercial [listings] websites.”

Laissez faire approach to mobile design

What statement best describes your currentapproach to mobile users (smartphones and tablets)?

Source: Dwellable

“My current website works fine for mobile searching.”

Most holiday lettings companies lack urgency

If you do not have a mobile website, do you have plans to build one?

Source: Dwellable

“I don't feel people want specific apps or mobile specific websites. The experience should be seamless across every device.”

Cost and form factor apprehension holdingback customization

If you do not have a mobile website or do not plan to build one in the near term, why not?

Source: Dwellable

“People may initially find property on a mobile device, but use a more 'full PC' environment for further research & actual booking.”

Confidence aboundsHow confident are you in your ability to plan and execute a mobile strategy for your business?

Source: Dwellable

“Many of the rental sites we use have mobile apps.”

Mobile is the future of holiday lettings74 million seek travel information on mobile each month

Source: comScore, Expedia

Mobile pulling even with laptop for travel research…and bookings are non-trivial

Mobile searchers are ready to book

20%

15%

5%

0

Information sources for researching vacation rentals (2012)

Source: PhoCusWright

10%

Note: 67% websites, 30% friends/family

Responded to directmail, email or phone call

TV/radioRead a print brochure

Advice fromtravel professional

Printed books/ magazines/newspapers

Called tourismbureau

Mobiledevice

Mobile surpassed all traditional media for VR referrals

50%

40%

10%

0

Research on laptop

Source: Skift, JiWire

30%

Research on smartphoneResearch on tablet

60%

20%

40% book on

smartphone

48% book on tablet

30% book on

smartphone

54% book on tablet

31% book on

smartphone

39% book on tablet

More than half of mobile users booked travel on smartphone or tablet in last 90 days

Why mobile planners don’t book on mobile

What do I do about it?Best Practices

A picture is worth 1K words

Responsive design

What not to do

Main page

• Representative images • Big navigation buttons• Prominent phone # • Best foot forward

Photos

• “You don’t need fewer photos, but compress the images so they load quickly. If it takes too long, users aren’t likely to wait or return. Make them scrollable and tap-to-enlarge.”

Source: WebChalet

Home details

• Single photo highlighted• Short descriptions• Bulleted lists of amenities• Easy navigation • Reviews almost as important as

photos

Rates & calendar

• Make the rate prominent – it’s the first thing people want to see once they know they like the home• Calendar should have its own

page

Guest management

• Custom trip info for your guests• Local recommendations• Your rental properties• Feature information your guests

want to see

Lead generation

• Reduce info request to minimum contact details• Offer click-to-call• Ask your listings site provider

about mobile

In summary

• Speed – close to 50% of users will wait 5 seconds or less before giving up on a site.• Highlight pricing, deals, and comparisons – 73% tablet users say this is

most popular search activity, and 1 in 4 purchase “because the price is right”• Easy to see, read, navigate• Mobile websites are conversion machines, and need to be finely tuned• Fast, clear path to booking or inquiry• Secure, private

*Source: Compuware

Ask the Expert

• Mobile websites vs. apps – which is more important?• How important is mobile for

providing guests with information?• What are guests interested in

when it comes to mobile usage?Jason SprenkleCo-CEO, Glad To Have YouOwner, 360 Blue, Florida

Offer a feedback loop

Kirby@Dwellable.com @dwellable