how mobile technology is shaping the hospitality industry
TRANSCRIPT
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How Mobile Technology Is Shaping Hospitality
Des O’Mahony PhD CEO & Founder, Bookassist
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Inside View1
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the guest is the driver
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the guest will expect connectivity
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200MBunlimited€52
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200MBunlimited€52 a month~€1.75 a day =
cheaper than your morning coffee on the way to work!
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NoneOne DeviceTwo DevicesThree or More
QUESTION: How many wifi devices do you travel with?
SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com
3+
2
1
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iWatch?
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13High Bandwidth
+Always On - - Just One Room
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$15$15 for Premium$10It Should Be Free
QUESTION: How much would you pay for wifi access?
free!
SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com
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Not specifiedFree Wifi specifiedWifi/internet specified
Searches for hotels that we see in Bookassist specifying wifi
wifi?
free
wifi?
Bookassist client search volume analysis January to September 2013 bookassist.com
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Not specifiedWifi/internet specified
wifi or intern
et
Searches for hotels that we see in Bookassist specifying wifi
Bookassist client search volume analysis January to September 2013 bookassist.com
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poor wifi is damaging your business
the connected user you’re
annoying has the most
influence on your reputation!
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20122013
Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014
-11.3%
-8.9%-9.2% -4.8%
-5.4% -2.2% -2.2%
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20122013
Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014
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20122013
Guest Sentiment Scores (Extract)Key Drivers: All Six!TrustYou Annual Report EMEA January 21, 2014
87.1%
67.2%
88.2%
59.0%
76.1% 74.8%-3.8%
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the multi-device guest is the norm
react and accommodate now
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the guest wants to stay connected
facilitation brings gratitude!
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the guest is self-entertaining
opportunity to
outcompete
others!
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don’t ration, don’t chargeprepare for increasingly high bandwidth
invest in flexible enabling technology
treat wifi as customer service priority
capitalise on your new capability with new services.
x
digital concierge, mobile check in/out
contextual JIT info
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Outside View12
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Tap Result
Mobile Search
Expect Info!
app store?
barrier
!
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App Web ? or responsive design?
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Must look at user behaviour on mobile to choose responsive, webapp or app,
not just reformat same content
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We find tablet and laptop/desktop behaviour similar, but small screen
mobile quite different paradigm
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Book for today
Contacts phone, map
Photos
Reviews social
Route
Video
TEXT
Offers
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send automatically to mobile
easy return to full website
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Mobile8.5%
Mobile1.9%
€89k pm
% of direct online revenue
Tangible ROI - Mobile Revenue
introduced webapp
Example: European Hotel Group with <10 Properties
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Tangible ROI - Mobile Revenue
~87% revenue uplift with webapp
mobile without webapp
% of direct online revenue
introduced webapp
Example: European Hotel Group with <10 Properties
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success on mobile
margin opportunity, don’t discount!
majority bookersare last minute!
must use mobile marketing, optimise G+
customer-facingsolution must
remove barriers
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mobile is a key distribution channel
warning!!
potential
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