Dispelling the myths about hotel mobile apps
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Transcript of Dispelling the myths about hotel mobile apps
DISPELLING MOBILE APP MYTHS | AUGUST 2012
August 15, 2012
Dispelling the myths
about hotel mobile apps
PRESENTED BY:
Brian Fitzgerald, Mobile Media Applications
Ask questions on twitter @mobilemediaapps
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Webinar Objectives
1. Clear up many of the misconceptions that exist about mobile apps for hotels.
2. Give you the necessary information to accurately craft your mobile marketing strategy.
3. Share some information about Mobile Media Applications and Ustay.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
ABOUT US |
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Who We AreMobile Media Applications, LLC
Mobile app development company, founded in 2010
Specializing in the hospitality industry
Sister company of O’Rourke Hospitality Marketing
Easy to use software that’s affordable and measurable
Staff of experts
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UstayThe leading app for hotels
Software platform that creates iPhone and Android apps for hotels.
Allows hotels to add, edit, and publish their content.
Built for both individual hotels and groups of hotels.
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UstayThe leading app for hotels
FEATURES
Branded Design & Custom Navigation
Mobile Bookings
Local Scene
Push Notifications
QR Scanner
Property Information
Special & Last Minute Deals
At Your Service
Get Social
Multilingual
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THE MYTHS
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The Myths
1. You need a separate app for each mobile platform
2. Apps are expensive
3. Customers don’t want and don’t use apps
4. If you have a mobile website, you don’t need an app
5. Marketing an app is expensive
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MYTH #1YOU NEED A SEPARATE APP FOR EACH MOBILE PLATFORM
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Mobile Operating System Market Share
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Combined Android and iPhone represent 79% of the market
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Technology Improvements
There are now technologies that allow developers to build an app once and it is created for both iPhone and Android.
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Takeaways
You don’t need to build separate applications for the various mobile platforms
Build once and solve for Apple and Android, addressing 79% of the market
Don’t worry about Blackberry and other mobile platforms
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MYTH #2APPS ARE EXPENSIVE
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Apps can be expensive… but don’t have to be.
An app solution will be expensive…
If you don’t understand the landscape
If you try to build an app on your own
If you’re working with a partner who doesn’t know what they are doing
An app solution
can be affordable…
If you find a partner that has experience building
mobile apps
If you find a provider that has already invested in
building an application software
$$$ $
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Mobile app software vs. custom mobile app vs. mobile website
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Takeaways
Apps don’t have to be expensive
Building a custom mobile application from scratch is not an option for most hotels
Mobile websites and mobile apps are very comparable in cost
For roughly the equivalent of 1 incremental room night per month you can have a mobile app
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MYTH #3CUSTOMERS DON’T WANT AND DON’T USE APPS
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Hospitality is the #2 industry for mobile
engagement.
64% of app users say they view brands with
mobile apps more favorably.
66% of Americans ages 24-35 own a
smartphone.
By 2014, mobile Internet should take over
desktop internet usage.
Our guests are going mobile
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The average number of apps on smartphones for 2011
was 32, compared to 41 (so far) for 2012.
5% of apps in the app store are travel apps.
The app marketplace is growing
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MOBILE ADOPTION RATES ACROSS ALL PLATFORMS
% of Brand on the following Mobile Platform (2011 vs. 2012)
Source: L2 Thinktank
The large hotel brands are adopting mobile
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Case Study – WorldMark SP
Achieved tremendous download growth through website messaging & email marketing
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Takeaways
Consumers want and like apps
Apps are becoming prevalent across many channels and mediums
Don’t use the excuse of, “my customers don’t want apps”
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MYTH #4IF YOU HAVE A MOBILE WEBSITE YOU DON’T NEED AN APP
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Source: http://www.emarketer.com/Article.aspx?R=1009155&ecid=a6506033675d47f881651943c21c5ed4
Mobile Apps vs. Mobile Web
Consumers are spending a great deal of time on BOTH mobile websites and mobile apps
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QUESTIONIN YOUR COMPETITIVE MARKET, HOW CAN YOU CONTINUE TO DIFFERENTIATE AND ADD VALUE TO THE
CUSTOMER?
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PRE TAY STAYPRE STAY
By using apps to enhance the guest’s journey at all stages
POST STAY
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Apps can do things better than mobile websites
Provide local information, itineraries and planning tools
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Apps can do things mobile websites can’t
Integrate with PMS systems for check-in & checkout
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Apps can do things mobile websites can’t
Integrate with PMS systems for requesting services and receiving messages
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Apps can do things mobile websites can’t
Integrate with PMS systems for ordering room service
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Apps can do things mobile websites can’t
A mobile app, working with a technology like Openways, can allow guest to bypass the front desk, check in on their phone and open their guestroom
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Source: http://www.emarketer.com/Article.aspx?id=1009207&R=1009207
Guests want these types of features
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Apps can do things mobile websites can’t
Push notifications
Craft your message in our content management
system
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MYTH #5MARKETING AN APP IS EXPENSIVE
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MARKET YOUR APP
Staff Identification
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MARKET YOUR APP
Website Messaging
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MARKET YOUR APP
Social Media
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MARKET YOUR APP
Email Marketing
Email Campaigns
Email Signatures
Confirmation Emails
Thank You Emails
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MARKET YOUR APP
Press Releases
Submit to news outlets
Repurpose on your blog
Submit using paid circulation
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MARKET YOUR APP
In-room messaging
Table tents
near charging
station in room
HSIA login Screen
Screen about app
on IPTV station
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MARKET YOUR APP
Food and Beverage Outlets
Table tents
& Menus
Coasters on bar
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MARKET YOUR APP
Folio Print Out
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Marketing – Case Study
Use of QR Codes
Magazine Ads
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Use of QR Codes
Magazine Ads
Marketing – Case Study
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RECAPTakeaways
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Summary
1. You do not need a separate app for each mobile platform
2. Apps do not have to be expensive
3. Customers want apps and are increasingly relying on apps
4. Mobile websites and mobile apps provided very separate and distinct purposes
5. Marketing does not have to be expensive
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NEXT STEPS
How we can help
If you don’t have an app
and want to learn more about our mobile
solutions contact us today.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
THANK YOUFor more information, please contact:
MOBILE MEDIA APPLICATIONS
phone 866.395.8878
Email [email protected]