hotels on the mobile frontier
TRANSCRIPT
Hotels on the Mobile FrontierHow mobile is shaping a new standard in the guest experience
WEBINAR | July 14, 2016
Sponsored by
Presenters
Gautam LullaPresidentTRAVEL TRIPPER
Jos SchaapCEO -FounderSTAYNTOUCH
Drew PattersonCo-founder &
CEOCHECKMATE
Steffan BerelowitzModerator
Hotels on the Mobile Frontier | July 14, 2016
AgendaWhy hotels need to invest in mobile
Delighting guests from search to stay: how mobile is being used to improve the guest experience
Challenges and opportunities in mobile technology
Audience Q&A
Hotels on the Mobile Frontier | July 14, 2016
Why hotels need to invest in mobileNearly 2/3s of U.S. adults own smartphones now (Source: Pew Research)
60% of travelers globally are unwilling to go on vacation without a mobile device (Source: Egencia)
Mobile now represents 65% of digital media time, while desktop is becoming a secondary touchpoint (Source: Marketing Land)
Audience Poll #1Mobile in the Guest Experience
How well does your hotel employ mobile technology in the guest experience?
A.Excellent — we are completely optimized for mobile users!B.Good — we have started investing seriously in mobileC.Fair — we have some mobile technologies, but could do betterD.Poor — we have not yet invested in mobile
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Search & Book
Mobile website traffic high, but mobile direct bookings need to catch up• Hotel searches on mobile are up 49% in 2015 (Source: Google)
• In 2015, for the first time, just over half (51%) of all traffic to hotel websites came through a touchscreen device (mobile + tablet)
• 1 out of 5 direct bookings is now done on a mobile device, up 50% from 2014
• OTAs generate 40% of mobile bookings, while hotel suppliers only generate about 20% (Source: Criteo)
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Search & Book
Find and capture your guests on mobile:
• Optimize user experience on your mobile website• Enhance your mobile-specific marketing strategies• Adapt pricing and revenue strategies for mobile • Make the mobile booking flow quick and painless
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Check-in & Check-OutAllow the guest to be in control!
• 84% of guests would take advantage of it • 60% would be more likely to stay • 76% of travelers have checked in using
automated kiosk and would do so again to avoid waiting in line at the front desk
• 63% of travelers prefer hotels with tech-enabled lobby
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Check-in & Check-OutImprove guest experience from the moment they walk through the door• Front desk check-in is a transaction…
NOT a service!• Choice of Service: self, staff, or mobile
— the guest should decide!• Self-serve check-in/out and key pickup
stations • Mobile door keys to complete a
smooth experience
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Stay
Guests prefer message-based interaction
• 78% of consumers wish they could text message with a business
• Text messages have a 98% open rate • Text messages have 8x the response rate of email
Hotels on the Mobile Frontier | July 14, 2016
Delighting guests with mobile: Stay
Messaging raises hotels’ service levels
• Tackle service recovery in the moment not on TripAdvisor
• Welcome guests with timely, relevant information throughout their stay
• Engage each guest in a one-to-one dialogue
• Empower your team with searchable record of every guest interaction
“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it's convenient for you.”
—Cyndie Shaffstall, Spider Trainers
Audience Poll #2Integrating Mobile
What is the biggest challenge to implementing mobile technology in your hotel?
A.Costs are too highB.Training the staffC.Choosing the right technology providerD.Justifying the ROIE. None of the above
Hotels on the Mobile Frontier | July 14, 2016
Challenges & OpportunitiesMyths vs. Facts: What are the biggest challenges to investing in mobile technology?
The Hype Tech Cycle: Is mobile technology truly transformational and revolutionary?
The Hotel of the Future: What does the hotel look like in 5-10 years? How does mobile impact it?
Audience Q&A
Thank you!
Please send questions and comments to [email protected].
Replay and presentation will be made available on LinkedIn and respective company websites.