Mobile Trends for Destination Marketing

2015

By Tine Thygesen - @tahitahi

Amazing travel apps

I’m Tine Thygesen from

I want to tell you a story about one of the biggest societal, technical innovations in all time.

1. Planning

Surprisingly, it doesn't look like

this

But like this… In sub saharan, Uganda, Botswana, Ghana researchers noticed in 2012 that people were transferring air time (phone credit) as proxy for money

They looked into it, and in 2004 first airtime swapping was authorised in Mozambique

2007 it was launched as a full service to transfer small amounts of money, between private people: M Pesa

1. Planning

Today it has changed the payment landscape in 9 countries. And has 19m active users

This hyper innovative branchless banking service, was amazingly by department by Intl. Development of U. Today it is run by Vodaphone, SafariCom

In 2015 mobile payment finally arrive in the west! Apple Pay: Pay in physical stores and in apps with one touch

‣ Tiny fees ‣ Strong partners‣ Privacy‣ Secure

Trend #1 Mobile payments go big

in-mobile purchases real world transactions

1. Planning

Big year for ‘there’s an app for that’ Police, sending letter, track my fitness, for all my reading, signing documents, for buying petrol, CPR first aid, school homework, grocery shopping, decide clothes to wear

86% mobile time spent in apps!

Total 2.42h/day Average traveler: 3 apps, use two. Frequent traveller +1

Market dictates: single purpose appsSpeed über alles

More time: 26 minutes more than Android’s (Total time 2h 42min pp/day)

More Data: iPhone downloads 1.1 GB p/m vs Android’s 0.9 GB (US)

More money ‣ Spend 4x more on apps ‣ iPhone 57% of mobile commerce transactions vs

Android's 43% (US)

Android more users But iPhone users still more valuable

‣ Single purpose apps ‣ Invisible apps (background, tracking, health)‣ Occasional apps (medical, police, postage)

Trend #2 Apps for everything

Trend #3 Hyper informed consumer

Rise of the silent traveler

A lot of visitors will buy more/ be happier if they can be serviced 100% online

* One2Few, instead of One2Many* Short message lifetime* 1b MAU: Snapchat, WhatsApp, WeChat, Line

Tough for marketeers: Less broadcasting, more private sharing

Demand for loyalty productsHilton rolled out ‘Choose Your Room’ feature in HiltonHonors app. Also has mobile check-in / out.

All airlines now have, or are working on a loyalty app.

Key driver for tourism: Visual networks

Photo networks rapid growth

1.8B photos uploaded & shared per day

Some more classy than others… the selfie stick

People want stories…#4 Technology is simply the method

Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997)

Tell a story that

lets people join an exclusive crowd...

People want what we cannot have. So wrap content in a veil of “secret” or “insider”

The “local” concept to make people feel like a traveler, not a tourist

Airbnb’s “Belong Anywhere” story

And it’s not even branding. In ’71 they rejected GNP as core metric

Also has limited tourism arrival intake. And scarcity creates demand!

Bhutan’s “Gross Happiness Index” Best tourism branding. Ever.

Thank you!

Looking for a mobile app agency? Get in contact chris@triptale.net

Sources and linkshttp://www.businessinsider.com/iphone-v-android-market-share-2014-5http://www.cnet.com/news/android-loses-some-us-market-share-but-remains-top-dog/Visit IcelandExperian: http://www.experian.com/blogs/marketing-forward/2013/05/28/americans-spend-58-minutes-a-day-on-their-smartphones/Flurry.com http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U_xO4EuuoSoFortune.com http://fortune.com/2014/06/27/apples-users-spend-4x-as-much-as-googles/FierceWireless http://www.fiercewireless.com/special-reports/average-android-ios-smartphone-data-use-across-tier-1-wireless-carriers-thr-1AdTruth http://adage.com/article/digital/android-users-spend-iphone-users/244124/http://www.kpcb.com/internet-trendshttp://www.dailymail.co.uk/travel/article-2661519/Google-Glass-Copenhagen-Airport-airport-trial-use-wearable-tech.htmlhttp://techcrunch.com/2014/07/30/hilton-hotels-now-lets-your-choose-your-room-with-your-phone/