Heather Leisman, Managing Director@JetsetHeather
Mobile Revolution
Who is HotelTonight?
European Mobile Landscape
Mobile Travel Trends
Agenda. What’s on the menu?
How to Win on Mobile
Hello. We’re HotelTonight.Same-day mobile-only hotel bookings.
Fast Facts. Three years in the making.
8 million downloads globally; up more than 2x YOY
Available in over 200 cities in 16 countries
Source: *Tnooz, 2012
First ever hotel booking system designed exclusively for mobile
#1 most used app for booking hotels in the USA*
The Mobile Empire. Smartphones are king.
Source: Kleiner Perkins Caufield Byers, Internet Trends 2013: Strategy Analytics 2012
1B 1.5B 10B
2012 2013 2017
+31% +567%
Smartphones represent 21% of the global mobile market
Mobile represents 15% of all internet traffic; up from 10% in 2012Growing at 1.5x per year; expected to accelerate
15%
By the end of this year, 20% of the global population will own a PC, but 22% will own a smartphone
2013
Smartphones. Your new best friend?
Source: *Tnooz, 2012
1 in 4 people…check their phone every 30 minutes
3 in 4 people…aged 25 to 29 sleep with their phone
2 in 3 people…would pick their phone over lunch
7 in 10 people…don’t leave home without it
EU5. A smartphone paradise.
Source: *ComScore, 2013
240 Million smartphones. Up 30% YOY.
Italy Is No Exception. Growing quickly.Smartphone penetration has doubled in the past two years.
The average number of apps installed by an Italian smartphone user (9 used in a given month)
24
Smartphone penetration, Italy, 2013 *
24% 28% 53%
2011 2012 2013
* Google, Smartphone user identikit + comscore data, may 2013
Search/buy/share travel on mobile devices45%
The EU5 Smartphone User. Who is he?
19 apps downloaded;
6 paid
1/3rd of EU5 mobile users are under 35
53% male; 47% female
50% Android; 20% iOS
10% of smartphone
owners have a tablet
3 in 4 new devices are
smartphones
81% visit social sites; 51% daily
Source: *ComScore, 2013
access the internet on their Smartphone every day68%
Travel Search. Desktop is so 2010.Searches for travel on desktop are down, especially for business travelers.
Travel related traffic YOY
Mobile
Desktop
-4%
+67%
Source: *Google, The Traveler’s Road to Decision, July 2012
Mobile For Travelers. Information ASAP.
Source: *Google, The Traveler’s Road to Decision, July 2012
Mobile usage for travel is increasing for both leisure & business travelers.
10% e-commerce
Online Retail Sales E-commerce Sales
10% m-commerce
M-commerce Sales. Show me the money.
Source: eMarketer 2013
Only 1% of all retail purchases is an m-commerce purchase.
Mobile Travel Sales. Early adopters.
Source: eMarketer, May 2013; Statistics Brain, 2013
of same day hotel bookings are made via a smartphone65%
2011 2013 2017E0
20
40
60
80
100
120
140
160
$13.6B $50B$3.4B
300%
268%
Mobile represents 10% of total travel sales in the US.
44%
Smartphones produce of worldwide traffic….24%
But only of hotel bookings 3%
Source: * ResearchNow, 2013
Opportunity Is Knocking. Are you ready?
Globally, research a product/service on mobile82%
But only have made a purchase24%
In Europe, research travel on their smartphone48%
But only book on that device40%
44%
Most common complaints about mobile…
Complicated search36%
Poor navigation30%
Slow load times44%
Source: * ResearchNow, 2013
Not optimized for mobile8%
Window Shoppers? Or would-be buyers?
44%
Ready. Set. Win. Secrets to mobile success.
FOCUSED
EASY
SIMPLE
RELEVANT
Complicated search
Poor navigation
Slow load times
Not mobile optimized
1
2
3
4
Slow Load Times?. Focus….less is more.
Ultimate Transport App
Tonight’s Going Out App
New Way To Share Video
Your Private Driver
Send Disappearing Photos
Successful native apps are laser-focused.
of mobile searches are driven by speed & convenience
Complicated Search? Make it easy.
81%
Eliminate hurdles & decisions. Remove friction points for the consumer.
Poor Navigation? Keep it simple.Sacrifice choice for simplicity. Design for the most common use case.
Hotel only booking
Filtered search results
Curated selection
Not Mobile Optimized? Just do it.Customize with context. Exploit the device; make the experience personal.
Local. Use location to provide more relevant results.
Secure. Store credit card details for easy check out.
Social. Multipurpose device makes it easy-to-share.
Targeted. Send special deals & incentives.
EUROPE PRESENTATION
@HotelTonight
Thank You!
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