accommodating user behavior on desktop, mobile, tablet devices
DESCRIPTION
User behavior and new information needs in each device category require hoteliers to create and manage digital content across three distinct distribution and marketing channels (desktop, mobile, tablet).TRANSCRIPT
www.hebsdigital.com
Accommodating User Behavior on The Three Screens
One Size Does Not Fit AllDesktop, Mobile, and Tablet
Desktop, mobile (smartphones) and tablet
devices should be treated as separate device categories.
Why?
www.hebsdigital.com
Consumers use each device differently to
research and book travel. First, some research.
www.hebsdigital.com
Fact:
Tablets generate 360% more room nights and
670% more revenue than “pure” mobile devices
HeBS Digital
Portfolio – 1st Half 2013
Mobile3% Tablet
9%
Desktop88%
BookingsMobile18%
Tablet13%
Desktop69%
Visits
Devices: Traffic And Bookings
www.hebsdigital.com
Bookings from Tablets is the fastest growing device segment.
Bookings and Visits from Desktop are on the decline.
HeBS Digital
Portfolio
40.42%
76.56%
-8.71%
118.12%
84.03%
-3.70%
% Change YOY First Half 2013 vs. 2012
Bookings Visits
Devices: Shift Year-Over-Year
Mobile Tablet Desktop
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Responsive Web Design (RWD)An approach to provide an optimal viewing
experience across a wide range of devices
In other words, the one “site” fits all approach.
www.hebsdigital.com
RWD doesn’t work for hotels. What does?Responsive Design on the Server Side (RESS)
Serve the right content on the right device while ensuring the
maximum user experience, relevancy and conversions.
www.hebsdigital.com
Imagine using simple
responsive design to fit
Marriott’s desktop
website (Marriott.com)
and all of its 22 million
pages onto the iPhone 5’s
640x1136 screen.
What do desktop
users want?
As much info as
possible:
• Min 25-50 pages per
property
• 50-100 landing
pages featuring
packages & events
Desktop users place
high value on visual
galleries with photos
and videos.
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Make phone
numbers and
maps easily
accessible.
Accommodates
touch- screen
navigation.
Slim down
content.
The Smartphone is a last-minute device.Should be simple and booker-friendly.
Show tonight’s
rate!
85% of
reservations
are for the
same or
following night.
www.hebsdigital.com
Tablets ideal for browsing,
research and even booking!
Used similarly to desktop.
Tablet users require deep, visually enhanced content
about the property and its destination – as well
as touch screen navigation & booking.
Touchscreen
navigation with
swiping capabilities
Full-screen
Booking
widget
Best Practices in Action:
Desktop & Tablet
High res images
take advantage
of wide-screen
design
Clear, touch
friendly call
to action!
Promo tiles front
and center, touch
screen friendly
Email Content created
with Smartphone & tablet
in mind, touch-screen
friendly with a clear call to
action.
Key Takeaways:
One “site” does not fit all!
Treat DESKTOP, MOBILE and
TABLET as separate channels
Align your strategy to device
patterns of usage
Use analytics to determine
channel contribution
Integrate all 3 channels in your
multi-channel marketing
strategy
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You need to meet the needs
of your consumer on each device.
They don’t care how they reach you, they
just want to do the research & make the
booking.
