Mobile : Hotel Industry

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How mobile solutions are used for hotels and resortsfor more revenue and heightened guest experience

Live Webinar for Hotels and ResortsMarch 23, 2010

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Today’s webinar

Mobile Business

Mobile Web

Use Cases

Live Examples

MovitasNext Steps

Chuck Sacco Business

Development

Jon Cooper Marketing

Doug Bellenger Products

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Agenda

• Mobile solutions to connect to consumers before, during and after their stay

• The pros and cons of an iPhone app vs. leveraging the mobile web

• Integrating SMS text messaging and social media into your mobile strategy to add value to your guests' experience

• The most practical uses for mobile that get the maximum results

• Movitas mobile platform for complete mobile business solutions regardless of the type of phones your guests own

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Travel Companies see mobile as a way to connect

Source: Eyefor Travel Research 2009

Travel Industry attitude towards mobile

“How I see mobile working to the advantage of Travel Companies:

“The ability to be in real time connection with consumers at any time or place and provide access to relevant information.”

“To be able to identify additional touch points which may lead to sales and incremental revenue. ”

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Improve content• Connect better by providing

relevant information on-demand along multiple touch points in the guest experience.

Bringing the mobile opportunity on-site

Leveraging the consumer’s own web-enabled mobile phone, hospitality businesses can:

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Communicate • Connect better by promoting on-

site amenities and group interaction, proactively and interactively driving additional bookings and revenue where it’s needed most.

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Drive incremental revenue• Connect better by Enabling guests to

check in & out, make purchases, reserve amenities, book excursions and exchange information opportunistically.

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How big is mobile?

US mobile phone subscribers and % penetration:

“… cell phone penetration in the US has surpassed

cable TV, web access and home PCs.”

Millions and % of mobile phone subscribers

“Smartphones are expected to outsell desktop and

notebook PC's within the next few years.”

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Steady rise in mobile web use across phone types

Source: eMarketer, January 2009 and June 2009

Millions of mobile phone subscribers

74 – 90 million regular mobile internet users in the US this year

“… many of them are firmly in the

hands of the traveling public.”

“You can reach customers you can’t otherwise reach.”

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Market Enablers Fuel Mobile Web Media Usage

Better devices, faster networks and unlimited data

“The installed based is being replaced by web-enabled phones. 95% of phones sold today have a web browser.”

In 2009:

Smartphone ownership increased from 11 percent to 17 percent.

3G phone ownership increased from 32 percent to 43 percent.

Unlimited data plans increased from 16 to 21 percent.

Source: comScore Mobile, February 2010

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Smartphones still have a minority market share

Not Smartphone83%

Smartphone17%

US mobile subscribers by type of phone:

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Do Smartphones consume the majority of mobile media?

Not Smartphone75%

Smartphone25%

Nope. Mobile media users from first 11 days of Winter Olympics:

Source: NBC Digital Media, February 2010

NBC reported 58.2 million page views of its Winter Olympics programming on the Mobile Web and iPhone app through the first 11 days of coverage.

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Growth of mobile media consumption

Touchscreen-friendly web sites out number Apps

Source: Taptu: Introducing the Mobile Touch Web

65% Touchscreen Sites

29% iPhone Apps

5% Android Apps

< 1% BlackBerry Apps

< 1% Nokia Apps

29% of mobile users surveyed by NBC said they plan to access mobile Web content more frequently after the Olympics than they did before the Games

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Next Generation Mobile: The Web

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PC-Style Web Site Mobile Web iPhone App

The Future of Mobile: Three Options

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PC-Style Web Site Mobile Web iPhone App

The Future of Mobile: Two (real) Options

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New to the Mobile Web?

• Web sites specifically designed for viewing on a mobile device

• Accessed via an Internet connection

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“Improving user performance by 20% is reason

enough to create mobile-optimized sites. But such sites were also more pleasant to use.

When users are successful

and satisfied, they're

likely to come back.

(Jakob Nielsen, web usability authority, July 20, 2009)

Why design specifically for mobile?

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Dedicated iPhone Apps offer limited universe coverage

Blackberry42%

Microsoft18%

Apple25%

Palm6%

Symbian4%

Google5%

Smartphone users by operating system:

“… users with iPhones represent only

25% of the smartphone population

and just 4% of the total mobile user base.”

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The Future of Mobile: Mobile Web vs. iPhone App

• Costs less to build & maintain

– The web is cheaper, more refreshable and more dynamic

• Has greater reach

– iPhone apps only work on iPhones

• Mobile browsers increasingly powerful

– Web apps can behave like native apps

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Early Mobile Web Sites: one-size-for-all

• Basic business information

• Include a logo

• Mostly text-based

• Lowest common denominator experience

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Improved Mobile Web Sites

• Consistent look and feel with the PC-style site

• Allows design updates for new promotions, events and marketing

• Design to engage the mobile audience across phone devices

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Next Generation Mobile Web Sites

• Integrate with business processes

• Stay in touch and provide value to guests & attendees on-site

• Targeted on-property marketing to increase revenue

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Next Generation Mobile Content

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Maintain your brand standard on multiple mobile devices

Advanced Mobile Content

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Mobile users abandon pages that are still loading after 10 seconds.

Designing for mobile allows image-heavy pages to load fast.

Optimized images for fast page loading

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Many devices support it but various formats are in use.

Mobile audio & video playback

Audio & video improves the mobile experience.

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Commerce web applications for the mobile screen

• Designed for mobile usability

• Two-way interactivity

mCommerce: Mobile Ads, Tickets & Reservations

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Social Media and the Mobile Social Hub

Social media is skewed to mobile users.

Aggregate promotional (staff created) and user-generated social media.

Advanced Mobile Concepts

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Text Harley to 99771 to

find out how you can

get your new bike

today!

Text to Mobile Web – a rich media combination

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Text Harley to 99771 to

find out how you can

get your new bike

today!

Text to Mobile Web – a Rich Media Combination

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Mobile Business Solutions For Hotels & Resorts

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Benefits the property and guest

Drive on-property revenue

Manage marketing campaigns

Improve the guest experience

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What can a mobile solution do for you?

• Increase revenue and reduce costs while maintaining a “high-touch” enhanced guest experience

• Manage on-site marketing campaigns & promotions

• Provide real-time logistics messaging

• Support green initiatives, reducing paper waste from collateral and communications

• Collect consumer data for post-stay promotions

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Degrees of integration with your business processes

Click to call reservations & ordering

Mobile phone to email reservations and ordering

POS, PMS & CRS integration for reservations, ordering, check-in, and check-out

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Opt-in at check-in

Lobby or In-Room promotion

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Begin the experience with check-in

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Mobile menu for on-property amenities and attractions

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Order room service

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Make spa appointments or reserve golf tee-times

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Aggregate social media

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The convenience of a 24/7 mobile concierge

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Target mobile promotions using guest preferences

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Promote events with real-time alerts

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Promote undersold amenities with real-time alerts

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Advertise specials and promotions

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Chula Vista – The mobile resort solution

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Chula Vista - Mobile menu for on-property amenities and attractions

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Chula Vista - Mobile menu for on-property amenities and attractions

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Chula Vista - Mobile ads promote special events & discounts

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Chula Vista – Aggregate social media to showcase attractions

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Snow Mountain - Maps, Directions & Trails

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Snow Mountain – Webcam, User generated photos

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Snow Mountain – User generated video

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Kohler: Improving communication with resort guests

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Jupiter: Convenience and Commerce

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Driving bar & restaurant guest engagement

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Poster with promotion details

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The process

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The process

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Happy winners of the night

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On-property Groups and Events Solution

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The Schedule (sessions/events portal)

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Maps, floor plans

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• Upload pictures or videos

• Media moderated and added to social media feeds to during conference

Listen In - Talk Back

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Attendee Interaction: Crowd Wisdom Tracker

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Exhibitor Sweepstakes Campaigns

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Mobile Platform For Hospitality Businesses

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Intuitive, internet based management console

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Movitas Platform: Fully integrated mobile business

Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Device detection & optimization

• Mobile SEO & trafficking

• Campaign wizard

• Customer list manager

• Customer demographics & prefs

• Email, SMS, IM, Social

• One off, timed, event driven

• Opt-in/out management

• Ads, landing pages, offers

• Publisher targeting

• Conversion tracking

• End to end reporting

• Flexible analytics

• External analytics plugins

• RSS / Atom feeds

• Xml integration APIs

• Business application connectors

Analytics

Messenger

All phone types

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Advertiser

Publisher

Campaign Manager

Integrator

• Mobile website

• Campaign wizard

Analytics

Messenger

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Movitas Mobile Agency Platform

Key to the mobile web• No server or software to install

• Easy to use for marketers & staff

• Power features for developers

Manage multiple clients• For any size project – from a

quick demo to a complete mobile web presence

• Add accounts, start designing and creating campaigns

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Pricing

Features:

• FREE 30 day trial

• Software as a service (SaaS) model

• Monthly licensing fee Ranging from $19 - $99/month

• Plus a variable usage fees

– Page views

– Text messages

– Ad impressions

– Integrations

• Setup and integration– Design and deploy your own

mobile solution – or ask us to help

Scenario:Licensing fee:$99/month

Page views:125 daily users view 5 pages a day

$17/month

Text messages:30% of 125 daily users opt-in

2 text messages a day$180/month

Ad impressions:125 users see 3 ads a day

$56/month

Assumptions based on 250 room hotel;

50% occupancy

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Next StepsCreate an account and get started immediately at www.movitas.com/trial

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Next Steps

• Text “sendme clients” to 77950 to see more live mobile hospitality sites

• Access free e-learning resources for various members of your team from marketing to technology:

– http://movitas.com/mobkitreg

• Contact us or Inquire for questions, help or pricing

– http://movitas.com/inquire

– 888-343-3721

– info@movitas.com

• Try Movitas for free right now: http://movitas.com/trial

• We’ll contact you when the Webinar follow-up materials are online

For latest pricing visit movitas.com/trial

Design and deploy your own custom solution – or ask us to help

Mobile : Hotel Industry

Technology

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