Google: Mobile in hospitality - Trends and opportuinities

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Mobile in Hospitality : Trends and Opportunities April 2013 Siddharth Dabhade Head of Industry - Travel

Transcript of Google: Mobile in hospitality - Trends and opportuinities

Page 1: Google: Mobile in hospitality - Trends and opportuinities

Mobile in Hospitality : Trends and Opportunities

April 2013

Siddharth Dabhade – Head of Industry - Travel

Page 2: Google: Mobile in hospitality - Trends and opportuinities

“We see the emergence of the post-PC world and we are embracing it as an opportunity to reach our audience on

whatever piece of glass they choose to use, with an experience appropriate for each device”

Director of BBC Future Media, Ralph Rivera

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Agenda

Mobile is here and now.

Consumer behaviour and hospitality.

What is the world doing?

The way ahead.

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Mobile is Here & Now

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Not just metros, small towns too!

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Source : 3D TGI 2011 / Nielsen Informate

Insights

72mins

Source : IRS 2012 AI Urban Q1 (All SECs 12 years+) & Nielsen informate insights

98%Reach amongst 15-34 SEC

AB. Highest across all

medium

Time spent on smartphone >

other media

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Expected to reach 310M+ by 2015

Source: Google Internal, Google-Mckinsey Study, market analysis

1140

190

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2005 2010 2012 2015

Mobile PC + Mobile PC only

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China India UK US

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t in

Ind

ia a

cro

ss t

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glo

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Source: Ipsos India Mobile Consumer Insights study; Nielsen Mobile Informatics 2012

Mobile evolution: Smartphones are transforming consumer behavior

High Usage

98%

98%

90%

89%

88%

70%

58%

43%

41%

Search

App Store

Chat

Social Networking

Webmail

Video Streaming

News

BFSI

ShoppingMo

bil

e U

sag

e /

Act

ivit

ies

Med Usage Low Usage

Video Social

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1/5th of Hotel queries come from a mobile device now

Sources: Google Internal Data, January 2013; Hotels & Accommodation Category

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Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12

Desktop AllMobile

2011Desktop: 27%All Mobile: 133%

2012Desktop: 18%All Mobile: 61%

80%

20%

87%

13%

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HED has overtaken WAP in Hotels queries

Sources: Google Internal Data, January 2013; Holidays & Vacation Category

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AllMobile HED Tablet WAP

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Trend of Hotel Specific Queries

• HED volumes on accommodation related queries have grown by 410% YoY (Dec’11 to Dec’12).

• Tablet volumes on accommodation related queries have grown by 260% YoY (Dec’11 to Dec’12).

2011 Jan 2011 Jun 2011 Dec 2012 Jan 2012 Jun 2012 Dec

HED

TABLET

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Consumer Behavior

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US mobile travel bookings to top US$ 25B by 2014By 2014, Mobile revenue will be 18% of the online market and 8% of the total travel market in the US

Source: PhoCusWright’sUS Mobile Travel Report: Market Sizing and Consumer Trends.

$0.4 $2.7 $7.9 $17.0 $25.8

0.4%

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2010 2011 2012 P 2013 P 2014 P

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Mobile Bookings (US $B) Mobile as share of Online Market

Mobile as share of Total Travel Market

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Travelers are embracing booking on mobilePurchasing/booking via mobile phone, by medium

Source: PhoCusWright’s US Mobile Travel Report: Market Sizing and Consumer Trends. Base: Mobile web users. (2012: N=1,329; 2011: N=1,125.) Question: Please indicate which of the following travel-related activities you have done online usingyour mobile phone in the past 12 months and through which medium. Note: does not add up to 100% because some people reported using both mobile apps and mobile websites.

74% 70%

83% 80%

9%12%

6% 7%

20% 22%12% 14%

2011 2012 2011 2012

Used mobile websites

Used mobile apps

Have not done online via mobile phone

Book/purchase travel products such as hotel

rooms or flights

Purchase extra services from travel providers

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Mobile helps consumers book last minute

source: Forbes, October 2011; Nielsen, April 2011; Flurry, June 2011

% of mobile of reservations

made within a day of arrival

by OTA:

– Priceline: 82%

– Hotwire: 80%

– Orbitz: 64%

– Expedia: 60%

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mobile app users book last-minute, local and shorter stays at quality hotels

source: Priceline, September 2010

Mobile App Users

Non-Mobile Users

Booked hotel within 1 day of arrival 82% 45%

Booked 1-night stays 79% 62%

Chose hotels 3-star or higher 82% 75%

58% of mobile app customers

were within 20 miles of hotel at

time of booking

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Sequential UsageMoving from one device to another at different times

to accomplish a task

Simultaneous UsageUsing more than one device at the same time

for either a related or an unrelated activity

Multi-tasking - Unrelated activity Complementary Usage - Related activity

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Consumers leverage a multi screen world

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Use multiple screens sequentially to accomplish a task over time

90%

98% move between devices that same day

Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?

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Sequential screening is common & mostly completed within a day

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81% 72% 67% 63% 46% 43% 43%

Browsingthe internet

SocialNetworking

ShoppingOnline

Searchingfor info

ManagingFinances

Planning a Trip

Watching anOnline Video

Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

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Top activities performed when sequentially screening between devices

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BrowsingThe internet

SocialNetworking

ShoppingOnline

Searchingfor info

ManagingFinances

Planning a Trip

Watching anOnline Video

65% 63% 65% 47% 59% 66% 56%

60% 58% 61% 45% 56% 58% 48%

4% 5% 4% 3% 3% 8% 8%

Started on a smartphone

Continued on a PC

Continued on a

Tablet

Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

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Smartphones are the most common starting place for online activities

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BrowsingThe internet

SocialNetworking

ShoppingOnline

Searchingfor info

ManagingFinances

Planning a Trip

Watching anOnline Video

BrowsingThe internet

SocialNetworking

ShoppingOnline

Searchingfor info

ManagingFinances

Planning a Trip

Watching anOnline Video

7% 7% 11% 15% 7% 4% 11%

1% 1% 0% 1% 1% 2% 2%

6% 6% 10% 14% 6% 3% 9%

Started on A tablet

Continued on a

smartphone

Continued on a PC

Base: Have Started Activity on One Device & Continued on Another (1455); Searching (923), Browsing (1172), Shopping (969), Planning a Trip (627), Finances (675), Social (1041), Watching a Video (623). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

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Tablets are most often a starting point for shopping and trip planning

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of the time when we’re using a smartphone, we’re using another device

of the time when we’re using a TV, we’re using another device

of the time when we’re using a tablet, we’re using another device

of the time when we’re using a PC, we’re using another device

with a PC/Laptop

with television with a smartphone

with PC/Laptop

with a smartphone

with television with a smartphone

with television

28% 29% 49% 34%

35% 44% 45% 32%

57% 77%

67%75%

Base: All Device Interactions – Smartphone (6057); TV (3592); Tablet (542); PC/Laptop (3817). Q. Which of the following did you use? Q. What else did you use at the same time? 25

Smartphones are the most frequent companion devices during simultaneous usage

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What is the World Doing?

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Google Hotel Finder

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Accor case – drive ranking

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My on-line

CA Airport

LoungePlanning

In-flight

Arrival

Return Notification of

Taxi Arrival

Online

Check-in

Welcome

message upon

arrival at the

airport

Show important

information

automatically

No need to wait in lineAutomatically

checked-in

Check destination information

Preview your destination with

Google Earth

Start your movie from the lounge and pick up where

you left off in the plane

Push notification of boarding time

depending on the distance

Check for destination status

Video hangouts on the flights

Drink order

from your

smartphoneSend a notification to family automatically

Send arrival notifications to

family, chauffeur, local company hosts

Notification of the luggage

carousel and estimated

time for luggage pick up

Navigation with

maps

Message from

the captain

Information on

local trains and

estimated time to

your destination

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The way forward

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Mobile for hospitality

1 Clearly a high growth distribution platform

2 Location, personal, voice, mobile!

3 A personalised engagement platform.

4 Grow sources of revenue.

5 India - mobile first!

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Thank You!