how mobile devices are changing the way we market to today's travel shopper

How Mobile Devices are Changing the Way we Market to Today’s Travel Shopper April 24, 2013

vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

Vice-President, Best Practices, Online Merchandising

VFM Leonardo Inc.

@darlenerondeau

PresidentTapped Networks

CEOScene Marketing Group

Where and how travelers are using smartphones and tablets

How consumers are using multiple screens sequentially and concurrently

Differences in how consumers use mobile apps and mobile browser websites

Elements required for smartphone and tablet optimized hotel websites

How hotels are successfully optimizing their stories for smartphones and tablets

PresidentTapped Networks

20131983

IAB Canada Mobile Advertising Report, April 2012

“2012 revenue growth will likely be driven by Mobile Search, Rich Media, Video and quality In-App inventory.”

IAB Canada Mobile Advertising Report, April 2012

comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011

85% of smartphone owners indicate ‘Using Apps’ is their top activity.

comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec 2011

Sharing: 92% of mobile videos share videos with others

92%

Sources: Invodo; NPD

Viewing: Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users

3x

48% of users feel frustrated when they visit non-mobile friendly web-sites

52% of users who have bad mobile experiences are less likely to engage with those companies

48% say that when sites don’t work well on their smartphones that it makes them feel like companies don’t care about their business

Source: Get Elastic, Moving Forward Infographic 2013

50% of people will admit they use websites less if they are not mobile friendly even if they already like the companies

61% of users are likely to leave quickly if your site is not optimized well for mobile devices

67% of users are more likely to buy from mobile-friendly sites

MarketingStrategy

+

Role of Web Site Mobile OptimizedLanding Pages

Better ROI

Analytics

+ =

Interactive Performance Maps

Analysis by Demos, Distance, etc.

Post Campaign Analysis

Mobile offers the ability to understand more than just clicks – reporting can provide data on location and demos so as to better understand consumer behavior.

86% want big buttons that are easy to press

78% want swift navigation to desired information within one or two clicks 76% want better lit screen for the business mobile site

74% Clean and efficient look and feel

73% Easy ability to save information on the site for future relevance

(% wanting each)

76% want location and phone hours

61% want click-to-call functionality

54% want email address

(% wanting each)

1. 19% of all travel inquiries in 2012 came from a mobile device; vs. 11% in 2011. Almost half (44%) of searches resulted in a purchase.

2. 16 MM Americans booked a trip via their smartphone, 4X increase vs. 2011. Mobile is here.

3. ~36 Million Americans used a smartphone to travel and plan their vacation. Mobile is part of the purchase journey.

4. 2/3 of tablet owners made a travel purchase on their device in H1 2012 and 90% said they would book on their device in the future. Mobile is key purchase platform.

Time Spent (Web)

Stick Rate (Web)

Smartphone Traffic

1. It’s finally the Year of Mobile: Your site needs to be optimized for mobile as travelers are already there.

2. User Interface and Contact Info: Understand top user needs and prioritize accordingly.

3. A picture (or video) is worth 1,000 words: Leverage video on your site. Especially for business travelers.

CEOScene Marketing Group

Determine the characteristics of your property Use visuals to convey your personality Tell your story on mobile devices and social

platforms It’s working!

Recording of this webinar

Free guide Six Critical Mobile Optimization Tactics Every

Hotelier Should Know

Don’t Forget To Download!