Smart Hotels are Optimizing for Smartphones Travelers are on the move. The time to make mobile a key part of your online marketing strategy is now.
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Introduction.............................................................................3 The Mobile Market Today, and Where it’s Going.........................4 Current Mobile Usage for Travelers.............................................5 Mobile Site or Mobile App?............................................................6 Optimize for Mobile........................................................................7 Seven Must-haves for a Great Mobile Hotel Website.................9 1. Multi-platform support..........................................................9 2. Engaging visuals..................................................................10 3. Hotel details .........................................................................10 4. Booking options..................................................................11 5. Integrated social media......................................................11 6. Special offers......................................................................12 7. Up-to-date info...................................................................12 Where Are You Going to Take Your Mobile Site?........................12
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Introduction Smartphones are everywhere. It seems like everyone’s got one, and their eyes are glued to them 24/7, whether it’s reading texts and emails, playing games, or most importantly, surfing the web. Travel shoppers are no exception. Many hotels and hotel brands are building up their mobile presence to capture those travel shoppers. The mobile space offers tremendous opportunities to hotels: opportunities to provide value to customers and drive revenue through smartphoneoptimized websites and marketing programs. While all of the well-known hotel brands have mobile website and applications to represent them at the corporate level, hotels with stand-alone websites remain underrepresented on smartphones. This makes 2012 a great time for you to capitalize on the growing mobile market. If you can offer leisure and business travelers a great experience on their phone – one that shows them not only everything your hotel has to offer but also helps book and manage their stay, offers local dining options and attractions, and enhances their experience – you’ve satisfied a customer need, opened up a potential new revenue stream, and given yourself a leg up on the competition.
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The Mobile Market Today, and Where it’s Going It’s easy to say “smartphones are everywhere,” of course. But as the research shows, smartphone shipments have already begun to surpass PC shipments [1], and they don’t appear to be slowing down: Forrester expects overall U.S. smartphone adoption to soar 63 per cent by the end of 2015 [2], and IDC says that more U.S. Internet users will access the Internet through mobile devices than PCs by 2015 [3]. Travelers typically walk through five stages of travel - dreaming, planning, booking, experiencing and sharing
In addition, in mid-2011, Forrester research reported that 35 per cent of U.S. online leisure travelers (45.7 million people) and 55 per cent of business travelers (27 million people) have smartphones [4].
Think Insights with Google
[ Figure 1: Travelers with Smartphones ]
Mobile is where the customers are, and where they’re going to be in the future. When it comes to mobile e-commerce, though, the market is still playing catch-up. Although two-thirds of major brands currently maintain a mobile site, only two-thirds of those sites are commerce-enabled [5]. Nevertheless, Forrester expects mobile commerce to grow 40 percent each year for the next several years, reaching $31 billion by 2016 [6].
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Current Mobile Usage for Travelers The challenge for hotels is to get on the leading edge of the growing mobile commerce market. According to Google, Travelers typically walk through five stages of travel - dreaming, planning, booking, experiencing and sharing [7]. Mobile users are engaging in travel-related activities on their smartphones in all five stages to different extents. Email this
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78 per cent still prefer using other means to purchase travel packages while 17 per cent of respondents have researched a holiday on a mobile app or mobile website, only 3 per cent have booked the same way Tealeaf ebooker
Almost twice as many travelers reported using a mobile website rather than apps when researching a holiday Tealeaf ebooker
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In the dreaming and planning stages, they are using their smartphones to learn about their destinations, comparison shop, read reviews, watch videos and check maps for directions and surrounding attractions. The average traveler visits ~22 travel related sites during 9.5 research sessions prior to booking [8], but when it comes time to book, 78 per cent still prefer using other means to purchase travel packages [9]. One survey noted that while 17 per cent of respondents have researched a holiday on a mobile app or mobile website, only 3 per cent have booked the same way [10]. It’s up to hotel marketers to make sure their sites cater to travelers in all five stages. A mobile-optimized website that allows mobile users to see themselves enjoying a stay there, tells the user everything he or she needs to know about the property and location, and provides the option to book directly or contact the hotel – all as part of one seamless process – is a winner. Of course, that process doesn’t have to end when the customers have booked their rooms; chances are, they’re bringing their smartphones with them. During their stay, there are still great opportunities to draw eyes to your mobile site. When traveling, people are using their mobile devices to: • Search on a map or look up directions (24 per cent) [11]. In fact, Google has stated that by mid-2011, more map searches will be conducted on mobile phones than on desktop computers [12] . • Research local information on bars and restaurants (14 per cent) • Research local tourist attractions (13 per cent) Given the amount of smartphone users seeking travel information, there is great potential for hotels to step up and differentiate themselves by offering an engaging mobile experience that covers the entire buying process. Mobile is definitely a growing market space: hotels that invest in mobile marketing now will lead the pack.
Mobile Site or Mobile App? While the buzz is about apps, the truth is, when it comes to travel, more travelers are using browsers on their smartphones rather than apps. Almost twice as many travelers reported using a mobile website rather than an app when researching a holiday [13]. When it comes to shopping, the numbers are even clearer. According to Adobe, when given a choice, a majority of survey respondents (67 per cent) said they strongly prefer using mobile websites over mobile apps for shopping-related activities such as Email this
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comparing prices, registering for offers and promotions, viewing images and reading customer ratings [14].
[ Figure 02: How do people shop online? ]
There are a few reasons for this, the most obvious being that it’s easier to do research for multiple hotels and locations from a browser than it is to use multiple apps. In addition, most users don’t want a large number of apps they don’t use regularly cluttering up their screens. Furthermore, most research begins with a search engine, and search engines, even on smartphones, return results in the form of web links rather than apps. While apps may get the buzz, it’s clear that consumers prefer mobile websites when it comes to travel.
Optimize for Mobile Browsing on a smartphone isn’t the same as browsing on a computer. Smaller screen sizes; different devices, browsers and platforms; and various input methods (finger-taps and roller-balls vs. mouse clicks) mean a different design sense is required. A positive mobile customer experience starts with a mobile-optimized website. -6Email this
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“Normal” websites can be incredibly frustrating to use on a mobile screen – when they work at all: Optimized
Not Optimized
Looks like it belongs on the mobile screen
Not presented properly – small size introduces navigation and layout errors
Text is readable
Text too small
Links are clear and easy to click/tap
Links hard to see and too small to tap
Text and buttons don’t require zooming, and pictures zoom when appropriate
Requires zooming, may miss (zoom past) important details
Information presented in a way that makes sense on a small screen
Lots of scrolling, searching for information on page
Optimized for mobile data speeds (mobile browsing, even on 4G/ HSPA/LTE phones, is not as fast as a standard high-speed internet connection)
Slow to load (probably optimized for a full-speed internet connection)
Let’s take a quick look at a regular website; a regular website on a mobile phone; and a mobile website on a mobile phone:
[ Figure 3: Regular website in regular browser ] -7Email this
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[ Figure 4: Regular website in mobile browser ]
[ Figure 5: Mobile-optimized website in mobile browser ]
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As you can see, in the first and third examples, everything is laid out in a logical, easy-to-use manner – for their respective devices. Email this
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However, the middle example of a regular website on a mobile browser is too small. The links are difficult to see and use, and the navigation menu is forced to take up two lines, pushing other items (such as the “Priority Club” card) out of alignment. In addition, the regular site uses an animation to rotate through a series of images, but this animation doesn’t work on the mobile browser; meanwhile, the mobile-optimized website’s animation works just fine. The mobile-optimized site clearly provides a superior user experience. See for yourself by launching the mobile hotel website for the Lancaster House. Lancaster Hotel: http://www.lancasterhouse.com.co/
To maximize your web presence, your hotel needs a mobile site that does everything your traditional website does, and is optimized for viewing on today’s smartphones
Seven Must-haves for a Great Mobile Hotel Website As a hotel marketer, you’re well aware how important a strong web presence is in the travel market. You’ve undoubtedly got a great website that tells your hotel’s story, lets visitors view photos and multimedia, and book their dream stay. But in 2012, a strong web presence means more than just a website. The web today extends into the mobile space. We’ve established that the mobile travel market is big – and growing; that travelers prefer mobile websites to mobile apps; and that mobile sites should be optimized to maximize their effectiveness. To maximize your web presence, your hotel needs a mobile site that does everything your traditional website does, and is optimized for viewing on today’s smartphones. Now, let’s take a look at seven important components that your mobile site needs to help you stand out from the crowd and make you a leader in the mobile hotel marketing space. 1. Multi-platform support The first thing is to make sure users can see your site properly from their device/browser of choice. There are any number of phones, operating systems, and screen sizes out there; it’s important that when users come to your mobile site, they see a version that is optimized for them, no matter which device they’re using. After all, if they can’t see the site, they won’t be doing any business with you! What’s worse, a bad experience can cost you even more down the road. When surveyed, travelers noted that if they struggled when researching or booking a holiday on a mobile device, they would consider sharing the experience with friends (49 per cent) and on social networks (25 per cent) [15].
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Ensuring your site works, and offers a seamless experience across Email this
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all devices, is the first step to capturing travelers’ attention. 2. Engaging visuals Hotel shoppers want to see visuals, whether they’re on their PC or smartphone. The hotel that offers video, virtual tours and photos is the one that they’re going to remember. [ Figure 06: Mobile Users Watch Travel-Related Video ]
Of course it’s still imperative that the browsing experience be straightforward and functional. Make your site a great one by
keeping the following tips in mind: • Keep it well-organized and easy to navigate; • Fill the screen – take advantage of all the real estate you can; • Make sure it’s functional in both landscape and portrait options; • Check your load times and keep them snappy – especially with videos and photos; • Offer zooms and pans where appropriate; • Include context, such as written descriptions for photos, so visitors get a clear idea of what they’re seeing.
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3. Hotel details A key component of any hotel site is keeping your contact information up front and easy to access. Make sure you give users all the information they need, right at their fingertips, no matter what stage they’re in – before, during, and after their stay. Information essentials include: • Click to launch maps; Email this
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• Click to call (general info, front desk, emergencies); • Email address (general info, front desk); • General hotel details (check-out times, parking and restaurant info). 4. Booking options We’ve established that only a small percentage of travelers are using smartphones to book hotels – and that many sites that aren’t optimized make booking far more difficult than it should be. Your mobile site is a great opportunity to become a leader in this space; the key is to make booking easy: • Include a well-placed, easy-to-find “book now” button that links directly to your or your chain’s mobile booking engine; • Keep your book now button visible and accessible on every page; • Make sure all fields are functional and easy to use on small screens, and devices with touchscreen keypads; • Make sure booking is secure, and include confirmation screens to instill confidence. 5. Integrated social media Social networking remains as active as ever, especially in the mobile space. ComScore reports that in December 2011, 64.2 million U.S. smartphone users and 48.4 million E.U. smartphone users accessed social networking sites on their devices – and more than half did so almost every day [16].
[ Figure 7: How Often do Mobile Users Access Content? ] - 11 -
Meanwhile, word-of-mouth continues to be extremely valuable in Email this
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the travel sector: More than two thirds of online travelers now cite traveler reviews (either on OTAs or traveler review websites) as influential when planning their leisure trips [17]. Clearly, people want to share their experiences, and see what others have to say. Make sure you include buttons and links that allow visitors to easily connect to Twitter, Facebook and by email, in just a couple of clicks.
20 per cent of smartphone users redeem mobile coupons and that number is expected to increase to 30 per cent in 2013 Microsoft Tag
6. Special offers Everyone loves a good deal – and smartphone users are no exception. A Microsoft Tag report notes that 20 per cent of smartphone users redeem mobile coupons and that number is expected to increase to 30 per cent in 2013 [18]. • Give users the option to take advantage of your current special offers; • If you really want to drive bookings, create special offers exclusively for mobile shoppers; • Keep the deals up-to-date, easy to see and easy to redeem through your mobile site. 7. Up-to-date info Keeping your site up-to-date is extremely important. Any changes that impact customers – from seasonal changes like pool usage to major changes such as renovations – need to be updated on your mobile site just as it should on your regular web-based site. Having an easy-to-use process to change and update your site is key. You don’t want to have to contact your developer or agency every time you want to update your media or add a new promotion – this costs time and money. As part of your mobile marketing strategy, look for a solution that gives you access to a web-based tool to easily update your mobile site, in real-time.
Where Are You Going to Take Your Mobile Site? The proliferation of mobile devices has created a great opportunity for hotel marketers. Considering the market’s massive growth, it’s only a matter of time before your competitors have built a great mobile web experience for their customers – one that allows travelers to view, book, and manage their trip from a single mobile site. Can you afford to lag behind?
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The good news is, you have options – and those options don’t have to break the bank. There are all-in-one hotel digital marketing solutions available that include mobile website options Email this
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and that fit into your budget. VFM Leonardo’s VBrochure™ is one such solution. VBrochure™ helps hotels connect with business and leisure travelers via compelling, engaging online experiences. VBrochure™ makes it easy to tell your hotel’s story through rich multimedia and narrative content across the web, on your own websites (mobile and desktop), online travel agencies, social media and more. A VPowered Mobile Hotel Website that provide mobile users a seamless, multi-media experience on their smartphones is included with VBrochure Ultra Premium. Visit VFM Leonardo online to see more examples of what VBrochure™ can do, and contact us today to learn how you can take a leadership role in mobile hotel marketing!
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1. PC Mag, Feb 8 2011 (http://www.pcmag.com/article2/0,2817,2379665,00.asp) 2. Forrester: Why Smartphones Will Become One Of Travel’s Two Most Important Touchpoints (http://www.forrester.com/Why+Smartphones+Will+Become+One+Of+Travels+Two+Most +Important+Touchpoints/fulltext/-/E-RES59786?docid=59786) 3. IDC: More Mobile Internet Users Than Wireline Users in the U.S. by 2015 (http://www.idc. com/getdoc.jsp?containerId=prUS23028711) 4. Forrester: Why Smartphones Will Become One Of Travel’s Two Most Important Touchpoints 5. L2 Prestige 100 Mobile IQ (http://www.l2thinktank.com/research/mobile-iq-2012). 6. Forrester: Mobile Commerce Forecast: 2011 to 2016 (http://forrester.com/Mobile+Commer ce+Forecast+2011+To+2016/fulltext/-/E-RES58616?objectid=RES58616) 7. Think Insights with Google: The 5 Stages of Travel (http://www.thinkwithgoogle.com/ insights/featured/five-stages-of-travel/) 8. Think Insights with Google: The 5 Stages of Travel (http://www.thinkwithgoogle.com/ insights/featured/five-stages-of-travel/) 9. Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping (http://www.mendeley.com/research/mobile-experience-survey-users-wantmedia-finance-travel-shopping) 10. Tealeaf ebooker: Understanding how Travel Customers use the Web (http://www. tealeaf.com/customer-experience-management/resource-center/register.php?doc=theebooker-v2) 11. Tealeaf ebooker: Understanding how Travel Customers use the Web 12. Forrester: Why Smartphones Will Become One Of Travel’s Two Most Important Touchpoints 13. Tealeaf ebooker: Understanding how Travel Customers use the Web 14. Adobe Mobile Experience Survey: What Users Want from Media, Finance , Travel & Shopping 15. Tealeaf ebooker: Understanding how Travel Customers use the Web 16. ComScore: 2012 Mobile Future in Focus: (http://www.comscore.com/Press_Events/ Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus) 17. PhoCusWright: Social Media in Travel 2011: Traffic, Activity and Sentiment (http://www. phocuswright.com/products/2689) 18. Microsoft Tag: (Customers Embrace Mobile Couponing (http://tag.microsoft.com/ community/blog/t/infographic_customers_embrace_mobile_couponing.aspx).
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