Hotels and Mobile:

Whats Next?
A Tnooz-ITB Academy webinar
June 6, 2012

Kevin May
Tnooz
Editor & Moderator

Gene Quinn
Tnooz
CEO & Producer

David Ruetz
Head of ITB Berlin

Panelists

Jeroen van Velzen

Sound of Data
CEO

Suzie Wotton
Red Carnation Hotels
VP, Marketing

Josiah Mackenzie
Dir., Bus. Development
ReviewPro

Poll no. 1

Poll no. 2

Mobile (r)evolution?

Jeroen van Velzen

CEO

Servicing travel companies across the value chain

OTA | TMC | GDS| Airline| Airport | TO

21% of Travel Search is Mobile

[Google UK]

60%

of Mobile buyers are

App

buyers
[eBookers]

new customers

2x loyal

as mobile web

53% would like mobile hotel

reservations [Sabre]

[eBookers]

Amadeus m-Power Mobilize Booking

Create new distribution opportunities (iOS, Android & HTML5)

Example of
mobilizing
Mobilizing
flight
booking
the
Amadeus
core
Engine
on Amadeus Selling Platform

Mobilizing Hotel booking

in Amadeus m-Power

Mobilizing Ancillary Services

in Amadeus m-Power

Travix - Mobilize Booking for Cheaptickets

Create new sales opportunities for Cheaptickets

Search flight on cheaptickets

using Gateway engine

Sort flight results

on Cheaptickets

Mobile payment options

on Cheaptickets

only

way to

interact

product (i.e. traveling) is using a

with your

customer

mobile device.

while hes enjoy

inspiratio
n
search

sharing

travel

booking

plan

validate

Itinerary Management for Amadeus, eDreams & Travix

Providing really relevant customer information using Apps, HTML5 or Open APIs

Example of a white label

Itinerary Manager for Amadeus

MockUp for eDreams

iPhone Itinerary detail

Example of the Cheaptickets

Itinerary home screen

Every stage in the travel cycle has become an

engagement opportunity. Contextualize
and

Personalize!

Every
Stage

8
7

6
10
travelling
5

11

1
3

Every Device ->

BYOD

Thanks!
@jeve

Poll no. 3

Going Mobile
Suzie Wotton
Executive Vice President Marketing
Red Carnation Hotels

Agenda

Traffic
Device
Content
Design
App vs. Mobile
Mobile Guest experience
Monetising Mobile

Traffic

2 billion users by 2015 outpacing desktop internet usage

Traffic Hotel example

Mobile users represented 16.33% of traffic in 2012

171.6% increase YOY in mobile device use (+17.4% increase

in all visitors)

Average page views using iPhone 2.07 vs. 3.80 desktop users

Visitor duration using iPhone was 2.15 min vs. 4.21 desktop
users (3.18 iPad)

iPad and iPhone had the highest use of all mobile devices

Device: iPad and iPhone

Device: Android

Android has grown 4x as fast as the iPhone

Device: Hotel example

*Figures based on the Chesterfield Mayfair hotel website

Content

iPad / Smartphone different browsing experience?

How will the content be managed (existing CMS)
How will multiple languages be handled
How will the site integrate with existing booking engines
SMS confirmations?
Tracking?
What pages are most frequented by mobile users?
1.
2.
3.
4.
5.
6.

Hotel example
Afternoon Tea
Location
Restaurant
Rooms and suites
Dining
Contact Us

Design: Smartphone

User friendly design

Consistent with main site
Utilise Smartphone technologies
Social media integration
Calls to action present throughout
Utilise iPhone native apps (Maps
etc)

App vs. Mobile

Mobile optimised website is a must

n App is worth the investment if guests have a reason to regularly check your w
pps for in room guest experience

The Mobile guest experience....

Currency make a transaction directly from your phone (no need for wallets and
Mobile as hotel room key (through an encrypted signal to the guests phone)
Room phones will disappear (as long as a emergency contact device is present)
Virtual concierge
Check in/out, receive bill without visiting the front desk
Preference for in room entertainment on Ipad more bandwidth, less pricey
n-room movies
Theres an App for that Thermostats, lights switches, Air Con

Monetising Mobile

verage revenue per user is much lower on mobile (expected to grow)

lthough mobile optimisation drives clicks revenue growth is constrained
4% of Apps are free most hotels cannot expect users to pay for app downloads
ncrease in the amount of third party mobile/Ipad booking Apps i.e. Hotel Tonight
Highly engaged consumers assisted by social tools should lead to stronger conversions
ncrease conversion through mobile optimised booking engines
PC for mobile is cheaper and less competitive for key terms
n Room iPad Apps have great potential to revenue and are a great platform
or promoting offers to customers in house
he question is less about how much money will I make by embracing Mobile, rather how m
stand to lose by not doing so?

Questions?
swotton@rchmail.com
www.redcarnation.com
@suziewotton

Poll no. 4

MobileOpportunitiesfor Hotels:
SellingThroughService

J osiah Mackenzie !
ReviewPro!
June
J 2012!
une 6, 2012!

Guest SatisfactionDrivesBusiness

June 2012!

MobileOpportunity: SellingThroughService

June 2012!

DeliveringContent inContext

June 2012!

Hipstamatic app: SellingThroughEducation

June 2012!

Opportunity: UpsellingwithMobile
75% of people who order
room service at Hotel Bel-Air
do so via in-room iPads!
The Hotel Bel-Air plans to
offer the ability to conduct
more on-property purchases
in future!
Consider: Will your guests be
more willing to spend onproperty if the process is
simple?!
June 2012!

MobileisSocial

The convergence of social and mobile technologies is one of the

hottest opportunities in hotel marketing today take advantage of it to
increase buzz and conversations about your brand!

People using social networks on their mobile devices tend to be more

active and engaged!

Social networking becoming the #1 mobile app activity [Flurry]!

60% of time spent on the mobile internet is devoted to social networking

[Ground Truth]!

Americans spend more time on Facebook mobile than on its website

[May 2012, Comscore]!

June 2012!

BridgeTheOnline-OfflineGap

June 2012!

Opportunity: Location-Based Services

Location-based services (LBS) are a perfect example of the

convergence of mobile and social technologies!

They provide the ability for users to share where they are
giving an indirect endorsement !

They provide brands with the ability to share content in context

and become more relevant!

Integration with Facebook, Twitter, and other networks is

increasing the reach of LBS!

June 2012!

Example: Ritz-Carlton

June 2012!

MobileOpportunity: SellingThroughService

June 2012!

LetsTalk
Josiah'Mackenzie'
Director!of!Business!Development!

josiah@reviewpro.com!
!
www.ReviewPro.com/demo!

June 2012!

Q&A

Thank You!
Send your questions and comments to kevin@tnooz.com
Video replay and presentation available on www.tnooz.com
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