MOBILE IN TRAVEL
-
Upload
eyefortravel -
Category
Travel
-
view
210 -
download
0
description
Transcript of MOBILE IN TRAVEL
![Page 1: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/1.jpg)
EyeforTravel Ltd.
MOBILE IN TRAVEL
![Page 2: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/2.jpg)
EyeforTravel Ltd.
The Mobile revolution is here!
![Page 3: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/3.jpg)
EyeforTravel Ltd.
How far have we come?
>1.3 billion mobile broadband subscribers globally
![Page 4: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/4.jpg)
How far have we come?
Italy ranks 5th in the world for the largest number of 3G users (44 million subscribers)
Only USA, Japan, China, S. Korea are higher!
![Page 5: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/5.jpg)
How far have we come?
4G is currently being rolled out across 20 Italian cities
In Dec 2011, 9.7 million Italians accessed the internet via a smartphone – a figure which is rapidly growing!
![Page 6: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/6.jpg)
No. of travel brands gone mobile?
54% of travel intermediaries and 50% of travel suppliers said that they did not have a mobile version of their website (June 2012)
![Page 7: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/7.jpg)
Savvy travel brands ARE making money from mobile
• In 2011 InterContinental Hotels Group (IHG) had seen revenues from mobile rise from $1 million to $10 million in just 12 months
• By the end of 2012 they expect mobile revenues to exceed $130 million
![Page 8: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/8.jpg)
Mobile leads to new customers
In the first 2 months after the launch of its iPad app, Jetsetter saw over 250,000 downloads and 7,000 new customers
![Page 9: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/9.jpg)
Google Smartphone Platform Leading EU5 Landscape
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
Smartphone platform market share and growth
166%
45%
-2%
-35%
July 11 July 12
Other
Microsoft
RIM
Symbian
Apple
24%
42%
21%
20%
8%5%
22%
20%
38%
9%7%
![Page 10: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/10.jpg)
Significant Growth Observed Over Last 6 Months for Airline, Hotel and Car Rental / Transportation
Transactions For Total Audience
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650
% Growth Feb – July 2012 – Total Phone Audience
+101%
+77%
+90%
1.9 million booked airline tickets in July
1.7 million booked hotel rooms in July
0.8 million hired cars or other ground transportation in July
![Page 11: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/11.jpg)
Is Mobile investment increasing?
No Budget for Mobile
Didn't know if Mobile budget would be increasing or decreasing
Increasing Mobile Budget in Q3, 2012
0% 10% 20% 30% 40% 50% 60%
15%
13%
51%
12%
8%
53%
Travel SuppliersTravel Intermediairies
![Page 12: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/12.jpg)
What results have travel brands seen?
Mobile has increased customer engagement
Mobile has generated direct bookings
Mobile has generated very little or zero revenue
0% 10% 20% 30% 40% 50%
38%
35%
19%
46%
41%
23%
Travel SuppliersTravel Intermediaries
![Page 13: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/13.jpg)
Where do travel brands think mobile adds value?
Important for information search
Important for sales
Important for marketing
Important for customer service
0% 20% 40% 60% 80%
48%
39%
39%
35%
59%
52%
44%
33%
Travel SuppliersTravel Intermediairies
![Page 14: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/14.jpg)
What do consumers think?
In July 2012, EyeforTravel surveyed 8,400 travel consumers in 5 different
countries (UK, USA, France, Germany & The Netherlands).
![Page 15: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/15.jpg)
Wide cultural variances
![Page 16: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/16.jpg)
Preferred travel booking method
Dutch are the most reluctant to book via a smartphone
Most countries still very much prefer desktop
Germans still like the high street travel
agent
TABLET SMARTPHONE DESKTOP CALL DIRECTLY TO SUPPLIER
VISIT IN PERSON TO
AGENT
OTHER
![Page 17: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/17.jpg)
EyeforTravel Ltd.
Attitudes vary by country
50% of Dutch40% of French40% of Brits35% of Americans29% of Germans….
….would not book travel via a smartphone
![Page 18: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/18.jpg)
Willingness to spend via mobile
50% of Dutch would NOT
purchase via mobile
29% of Germans would NOT purchase via mobile
![Page 19: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/19.jpg)
Germans are the most willing nation to spend via mobile devices
71% of Germans were willing to book via mobile
18% of Germans would spend any value on a holiday via a mobile
![Page 20: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/20.jpg)
How much do consumers want to spend?
Of those willing to spend on mobile, the majority felt
comfortable purchasing up to a value of €600 via mobile
![Page 21: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/21.jpg)
Trend for last minute
• Google reported that 41% of last minute queries to airline websites were via mobile devices
• For hotels, 33% of last minute queries were via mobile devices
![Page 22: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/22.jpg)
However….
62% of Germans will book via a tablet a month or more in advance with just 7% booking on the day
![Page 23: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/23.jpg)
Whereas in France…
53% would book a month or more in advance and 10% would book on the day
![Page 24: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/24.jpg)
The 5 Stages of Travel
Dreaming
Researching
Sharing
Experiencing
Booking
Chart courtesy of Google Inc
![Page 25: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/25.jpg)
EyeforTravel Ltd.
How do consumers want to engage with travel brands via
mobile?
64% of Brits surveyed said they would like information on local
activities/deals while at their destination
45% want to check user reviews via a smartphone
![Page 26: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/26.jpg)
Tap into the mobile ‘on-trip’ opportunities
% of consumers who prefer to use mobile to get information on local
activities/deals
% of consumer who prefer to use a mobile to access a map
% of consumers who would like to use mobile to read user reviews
0% 20% 40% 60% 80%
69%
76%
59%
62%
69%
68%
58%
59%
58%
64%
69%
62%
BritsGermansFrenchAmericans
![Page 27: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/27.jpg)
Social fuels the ‘on-trip’ mobile experience
% of consumers who FREQUENTLY like to share their travel experience
via social media during their trip
% of consumers who ALWAYS share their travel experience via social
media during their trip
0% 5% 10% 15% 20% 25%
23%
14%
19%
7%
18%
7%
20%
10%
BritsGermansFrenchAmericans
![Page 28: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/28.jpg)
Travel is by definition mobile – and social!
30% of Brits and 37% of Americans like to share their travel experience via social media during
their trip
![Page 29: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/29.jpg)
SoLoMo - Integrate your mobile and social strategies!
Gatwick airport uses a Social, Local and Mobile approach
They have a presence across Facebook, Twitter, Foursquare, Soundcloud, Qype and Instagram
![Page 30: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/30.jpg)
The result?• 50% of passenger enquiries at Gatwick are now via
their mobile site
• Over the past year, the size of their Facebook community has tripled to 15,000 fans
• Over 100,000 check-ins at Foursquare locations, 40,000 offers claimed
• First airport worldwide on Instagram - 1,600 followers , 4,500+ images tagged #gatwick or #gatwick airport
![Page 31: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/31.jpg)
bmibaby Instagram success
• Instagram has more daily users than twitter• Visual social networks are rising in popularity• Asked Instagram communities in different
European countries to create visual inspirational destination guides in return for flights!
• #Miaitalia campaign in Italy had 6,400+ entries
• Instameets were set up across different countries
![Page 32: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/32.jpg)
The results?
Almost 67,000 images taggedimages tagged 100+ pieces of free
media coverage
![Page 33: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/33.jpg)
Tablets are different from mobile!
• Tablets are more fun for consumers to use at the ‘Dreaming stage’
• We found that Europeans are more like to book via a tablet than Americans
• Eg. 25% of Germans want to book travel via a tablet compared with 15% of Americans
![Page 34: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/34.jpg)
Change your website design to suit tablets!
Use inspirational rich mediaProvide easy-touch navigationAdjust the size of fields on formsRemember that tablet users explore your
website in both landscape and portrait positions so the first fold will change
Consider font sizeStay away from Flash!
![Page 35: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/35.jpg)
To conclude…• Mobile is not just a booking channel!• Mobile budgets are increasing• Savvy travel brands are reaping the
rewards of experimenting with mobile early
• Your customer wants to engage with your brand via a mobile device at many stages of the travel life cycle – don’t lose out to your competitors!
• Tablets and mobile devices require different approaches!
![Page 36: MOBILE IN TRAVEL](https://reader036.fdocuments.net/reader036/viewer/2022070303/54902113b47959af158b462e/html5/thumbnails/36.jpg)
EyeforTravel Ltd.
Grazie!
Gina Baillie, GM, EyeforTravel [email protected]
@anigba and @eyefortravel
Join the Linkedin ‘Mobile in Travel’ group!
www.eyefortravel.com
uk.linkedin.com/in/ginabaillie