accommodating user behavior on desktop, mobile, tablet devices

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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?

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Consumers use each device differently to

research and book travel. First, some research.

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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

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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.

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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.

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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.

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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.

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Contact HeBS Digital at

success@hebsdigital.com