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With so many people using their smartphones and tablets on-the-go, it’s vital for hoteliers to be targeting a mobile audience in each stage of travel – from planning to booking to experiencing. Does your hotel have a mobile-friendly website and is it providing an optimal user-experience? Is your hotel effectively capturing nearby searchers looking for a last minute room? Is your hotel team proactively encouraging your guests to share their positive experiences on Facebook? If your hotel does not have a mobile-strategy in place, than you may be losing potential guests to your mobile-savvy competitors. In this session, Blue Magnet Interactive will walk you through the necessary mobile channels that your hotel needs to be optimizing to increase bookings and drive more revenue in 2014!
Citation preview
nakedsecurity.sophos.com
Loyal App User?
Facebook Recommendation Asker?
Review Site Checker?
Pre-Trip Visual Experiencer?
1. Why does mobile really matter?
2. What does “mobile optimization” actually mean?
3. How to create a multi-channel mobile strategy?
4. Where to begin?
5. Q&A
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Visits by Mobile
Hotel in Nashville, TN
Hotel in Nashville, TN
Visits by Device Category
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Less than50K
$50-100K $100-125K $125-150K $150K+ Declined toAnswer
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Anatomy of Mobile Shoppers
nielsen.com
• Generate more quality traffic
• Increase bookings
• Increase conversion rate
• Increase ADR
• Boost guest engagement
• Increase WOM/social referrals
Enhancing your hotel’s presence on all mobile devices, thereby creating an efficient shopping and traveling experience for all mobile users. • Mobile App • Mobile version of your Desktop Website • Responsive Website • External mobile channels (social media, OTAs) • Increase WOM/social referrals • Simplifying the Experience & Booking Process
Channels & Strategies Impacted
• Instagram – mobile app
• Foursquare – mobile app
• Facebook ~ 80% mobile usage
• Twitter ~ 76% mobile usage
• Pinterest ~ 75% mobile usage
...and many more social media channels
comscore.com
o Travel is the most popular topic on Facebook
- 84% of people are inspired by friends’ holidays on Facebook
- 70% of people can easily imagine going to a place if they see
friends and family have been there
tnooz.com
Channels & Strategies Impacted
• Local Search Optimization • Social Media Channels • Online Travel Agencies • Online Review Sites • Paid Search Advertising • Hotel Website
Recommendations via social media are a huge influence Consumers are 71% more likely to purchase based on social media referrals There are 500 billion word of mouth impressions on social media each year in the United States; each individual post by a consumer reaches an average of 150 people
Most Popular Travel Websites in March 2014
38 million unique visitors
35 million unique visitors
25 million unique visitors
16 million unique visitors
20 million unique visitors
Google AdWords provides robust mobile targeting by
• Time of Day • Location • Device • Demographic
Last year in the US, the share of paid search clicks from mobile devices rose from 21.8 percent in January to 34.2 percent in December. Paid search clicks from smartphones almost doubled throughout 2013.
Channels & Strategies Impacted
• Online Travel Agencies & Mobile Deal Apps • Mobile site presence • Site Design and Development • User Experience • SEO/Content Marketing
Mobile First – Start with mobile & build from there
• Mobile site vs responsive web design • Mobile-optimized website versus app • Mobile design and site architecture • Conversion optimization and tracking • Content creation • Mobile only offers and deal apps for last minute shoppers
Responsive Website Design automatically reformats to fit your device screen size, enhancing the user-experience while shopping on mobile, tablet, desktop, or TV!
A Mobile Website is a separate site from your desktop site, and can be set up to detect a user coming from a mobile device so it can send the user to the correct mobile web page
Mobile Apps have strong user experience over their browser counterparts, and high levels of engagement and conversion optimization
Did you know… About 80% of the typical mobile user’s time is spent on mobile applications!
Channels Impacted
• On-Property/POP • Provide share-worthy guest experience • Educate team about hotel’s social media • Incentivize team for online reviews
• Mobile Website
Can you remember…. the last time your phone was not within earshot?
fastcompany.com AGES 18 – 44
Mobile allows guests to write reviews in
real time.
Your hotel’s mobile site is the concierge’s best friend. “Unclutter” the front desk (maps, menus, things to do lists)!
Channels & Strategies Impacted
• Social Media Channels • Online Review Sites
• Five minutes of famed
• Freebies at hotel
• Chance to win/Giveaways
Reward User-Generated Content to maintain control and acquire content
Promote social media engagement in keycard inserts
Market your social channels around the hotel. Implement a check-out strategy to ask guests for online reviews.
First Steps
• Dig through your current analytics
• Assess your current mobile strategy on all applicable channels
• Determine the necessities
• Ensure consistent messaging across devices, including email and SMS, and explore cross-device marketing functionality
Local Listing Optimization
• Assess your current local listing status • Determine your correct NAPU and begin updating the major players!
OTA Optimization
• Assess your OTA listing content and reputation • Run mobile-only offers and utilize mobile deal apps • If beneficial, sign up for mobile OTA upgrades (like TripAdvisor)
Create your social media strategy
• Dedicate a resource to social media and define your goals • Determine which channels work for your needs • Use a content calendar and follow mobile best practices • Encourage on-property engagement!
Educate and incentivize your staff
• Provide the best guest experience ever
• Implement an online review strategy
Site Design/Development with User Experience
SEO & Content Creation • Responsive Web Design vs. Mobile strategies
Paid Search Advertising • Develop mobile-targeted PPC campaign with mobile-friendly landing pages
Bring it all together - Interlink your optimized mobile channels so they all effectively contribute to the all five stages of travel!
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