Mobile marketing essentials for hotels - 5 easy steps

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Many hotel are struggling to compete in the world of mobile. Here is a list of 5 easy to implement tips to get your hotels up to scratch with mobile marketing. Advantages: -Get more direct bookings -Easy to implement -Overview status on mobile hotel bookings -Practical, hands-on tips

Transcript of Mobile marketing essentials for hotels - 5 easy steps

  • Tine Thygesen - 5 easy steps to make your hotel competitive on mobile Mobile marketing essentials for hotels
  • Experts in mobile travel 70+ apps, location-based, maps & CMS Nice to meet you, we are
  • 52% consumers used mobile device to book travel Laptop 48%. Mobile Marketer, March13 Why we are even having this conversation:
  • Setting the scene: The challenge that is OTA strength What started as a great source of new guests has become a challenge: - Transparent pricing squeeze margins - Very high commissions - Less direct relationship with guests Status: Independent hotels online bookings: 76% OTA 24% Own sites
  • On mobile its worse. Here most hotels are losing further ground to OTA - OTAs: 64% of mobile hotel bookings 2012 - Hotels: 36% on own mobile sites: Source: PhoCusWright
  • This is a big problem because mobile hotel bookings are growing fast... - 27% of hotel bookings are already via mobile on Orbitz (fth OTA bookings by Americans) - Mobile & tablet hotel bookings have risen 12 fold since 2010 (PCW) - Las Vegas already gets 30% of all hotel bookings from mobile
  • Q4 2013 And here comes a multiplying factor Same-day bookings 29% now book within 24h of their stay:
  • Same day bookings intensify problem for hotels because same-day means mobile - 65% of mobile customers on Orbitz are booking hotels for the same day - 70% of mobile bookings are for same-day stays (PhoCusWright)
  • Purpose built apps Example. HotelsTonight: - 5m downloads - 100 employees, - $45m investment In three years. Just opened Europe ofce Around 20 similar apps Same-day bookings includes a whole new set of mobile-rst OTA
  • Conclusion: If hotels want to turn the tide. You need to ght back - wont be easy - wont be fast - not everything will work but it is your best chance for long term thriving
  • Action plan 1.Improve mobile landing pages 2.Encourage time spent on your own sites 3.Build more loyalty with existing guests 4.Make it easier to book and buy services digitally 5.Quality matters
  • 30% of trafc on many travel sites come from mobile, you need to serve this fast and accurately, or loose that deal. Mobile-web specic behavior: - Prioritize to-the-point info: Booking, address, contact - You have 2.5 seconds for the page to load - Bring booking almost to the top - Make it easy to book. Use payment systems to avoid enter of credit card 1. Sort out mobile optimized pages
  • To grab more direct bookings, you need to encourage, court, entice and reward people to stay on your sites longer, and ultimately book there. Web - Visual content - Lots of detailed info - Maps with local area - Booking Mobile web - To the point info 2. Keep more trafc on own sites
  • Use a CMS that requires no technical skills Make changes via mobile and your computer Updates apps every 24h You can use a CMS, then its easy to add content to web (and app)
  • Example of trafc retention: Use travel tips to make your website more interesting Maps and images with stories and tips for the neighborhood. Needs visuals!
  • Build on existing: -guests -fans -frequent guests -existing community and spread the word from there Most cost-effective marketing/sales you can do. 3. Loyalty - get more from existing customers
  • Loyalty apps are effective Discounts Personalized (remember their preferences) Easy to book (pre-stored payment info) Great info about surrounding neighbourhood Maps (can be ofine) based on your location Info about hotel services Time saving (check-in, check-out)
  • Trend: Right here, right now! Apps work because people travel less prepared, therefore they need location based, practical info they can trust: Whats near me now (eat, see, sleep) How do I nd it and get in contact Map has become a platform where people search directly
  • - Centered around exact location - Personal tips (concierge in pocket) - Tailored to target group (in this case design) - Distributed like the map at reception Customized guide app by Hotel Alexandra, a service extension
  • Measuring success of your app Most apps that fail, fail because theyve got wrong goals. A successful an app doesnt need 1m downloads or beat Facebook! It has to solve a problem for you: - replace paper brochure - service & inform - speed up (check in, content updates) So use appropriate metric to judge success
  • Up-sell with mobile payments Pay with mobile is now going mainstream (in-app, proximity-based, mobile pay, wallets, skype) Mobile ticketing to jump the queue (check-in) Apps can be used to sell more to guests (Book massage, spa, bike, tour, table in restaurant, room service, before dinner drink, toothpaste, late checkout, internet.)
  • Must be really really easy, to combat low trust barrier - Initially make system which just noties your staff. Items goes on normal bill. - Later integrate with nance system, or use known payment (skype, google wallet, in app purchase). 26 spent on commerce in mobile apps in 2013bn $ Easiest way to start with mobile up-selling
  • Notications to service & up-sell Send deals based on location (happy hour) Built-in automatic location-based notications Future will enable more relevant messaging, less spam
  • Many early apps for hotels were too poorly made to be successful. To make guests use your app: Map (ofine even better) Recommendations and practical help (Tools, Emergency, Currency, Weather) Easy to use (not too much info) Visual and nice design 5. Quality. Make it worth their time
  • Visual design example
  • Recap - mobile marketing essentials for hotels 1.Improve mobile landing pages 2.Encourage more time spent on own sites 3.Build more loyalty with existing guests 4.Make it easier to book and buy services digitally 5.Quality matters
  • The real purpose behind it all Creating great memories, and being a part of those positive experiences And nudging customers to book more, and book directly What if it could also work for you?
  • Can we help? Everplaces will offer 10% discount on hotel apps if you quote #epoque14
  • Tine Thygesen Thank you! Get slides & learn more: business.everplaces/knowledge