Copyright © 2014 Leonardo Worldwide Corporation
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Monetizing Mobile: How a Rich and Engaging Mobile Website Drives Bookings
July 16, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoRobert Cole, Founder, RockCheetah Bernard Augustin, Assistant General Manager, J House Greenwich
Technical Difficulties?Contact
Citrix GoToWebinar1-800-263-6317
► In 2015, mobile sales will surpass desktop, as Steve Jobs predicted
► Mobilizing your website can drive more bookings
► Only 23% of those who have encountered a mobile site that wasn’t optimized actually pushed through to make a booking
Why Mobilizing Your Website Matters
#LeoWebinar
► Mobile is Massive● 5.2 Billion Mobile Phones – 73% of World Population● 40% Smartphones, 60% Feature Phones
► Smartphone Subscription Growth is Strong● India +33%, Brazil +28%, China +21%, US +9% YOY
► Global Mobile Data Traffic is Growing● 2014 +69%, 2013 +81%, 2012 +70% YOY● Video 55% of Mobile Traffic
► Google: Smartphone Searches Exceed Desktop● 10 Countries, Including US & Japan
#LeoWebinarSource: 2015 Internet Trends - KPCB/Mary Meeker & Google Adwords Blog – May, 2015 | Image Credit: Justin Brown (flickr – cc)
Why Mobile Is Important
► Context Is Everything● Content Must Fit the Need● Right Message at Right Time
► Objective – Guest Engagement● Understand Traveler Goals● End-to-End Experience
► Identify Key Traveler Personas● Understand Guest Objectives● Eliminate Obstacles & Friction
► Create Narratives to Fulfill Needs● Start with Largest & Most Profitable● Offer Clear Navigation Signals
The Seven Phases of Travel
#LeoWebinarImage Credit: Håkan Dahlström (flickr – cc)
Different Mobile User Profiles & Behaviors
#LeoWebinarSource: Mobile Path to Purchase Study - xAd/Telmetrics/Nielsen, April 2012
User Profile Travel Site Search Engine Social Email Other
Travel ResearcherWhite females, age 25-54 with a household income above $100k/yr.Apps Used: Mobile sites, search engines, social media, email
27% 19% 12% 12% 30%
Price HunterFemale, non-white, age 25-54 with a household income less than $75k/yr.Apps Used: Social, Travel & browser based sites
29% 11% 60%
Frequent TravelerMale, white, Asian-American andAfrican-American mobile users, age 25-54 making more than $50k/yr.Apps Used: Hotel & Airline portals
93% 1% 6%
Local TravelerMostly white and Hispanic males, age 25-54, household income between $25k and $75k/yr.Apps Used: Maps, Navigation & Gas Buddy
63% 20% 17%
► Consumer Expectations Now Ignore Device Formats● Expect Complete, Consistent Brand Experiences● Demand Content, Speed and Simplicity
► Start with Strategy, Use Technology to Support the Strategy● Strategy: Refine Hotel’s Unique Selling Proposition for Each Key Persona● Technology: Responsive Website & Robust Content Platform for Adaptive Content
► Cardinal Rule of Online Hotel Engagement – Pictures & Video Work● “Big, Beautiful Hotel Photos Sell Hotel Rooms” – Major OTA Product VP● Most Travel-related videos viewed before decisions are made – Google1
► Hoteliers Missing Big Opportunities2
● Only 6% of Luxury Hotel Websites Offer Mobile Optimized Video● Risk: Void Will be Filled by Intermediaries
Inspiration
#LeoWebinarSource: 1Google Travel Study - Ipsos MediaCT, June 2014 & 2Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image: wazimu0 (flickr – cc)
Research
#LeoWebinarSource: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: The U.S. Army (flickr – cc)
► Travelers Use Same Types of Sites for Research on Smartphones as Computers/Tablets
Research
#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015
► Poor Mobile Experiences Force Travelers to Seek Alternatives
#LeoWebinar
► With Substantial Negative Impact on Brand
Source: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: Sonny Abesamis
Planning
Planning
#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015
► The Good ‘Ole Days● Traditional Travel Agents● Guide Books● Travel Writers
► The New Reality● TripAdvisor Owns Online Review Space● Online Travel Agency Validated Reviews● Facebook / Blogs / Instagram / Tumblr / Twitter
► Traditional Travel Periodicals Under Pressure● Lower Print Advertising Spend = Restructuring & Staff Reductions● Seeking Viable Online Business Models
Validation
#LeoWebinarImage Credit: IntangibleArts (flickr – cc)
► Interactive Maps● Illustrate Proximity to Important Landmarks & Attractions
► Photos & Videos● High Quality, Demonstrating Experiences● Traveler Photos & Videos More Credible Than Professional
► Ratings & Reviews● Traveler Ratings & Reviews More Credible than Professional● Traveler Posts on Social Networks More Credible than Company Postings
► Another Missed Opportunity● Less than 1/3rd of Luxury Hotels Feature Guest Reviews on Brand Website*
Validation
#LeoWebinarSource: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015
► Mobile Payments – Convenience & Security● Apple Pay● Google Wallet
► Seamless Integration – Between Sites & Apps● Consistent Design & Interface Between Hotel Website & Booking App● Deep Link From Social Media Into Hotel Mobile App
► mCommerce Share of eCommerce Travel Transactions Growing1
● iPhone 9.2%● Android 8.2%
► Don’t Train Guests to Book Elsewhere● 72% of OTA Mobile Hotel Bookings Made within 1 Day of Arrival2
● Emerging Markets Using OTAs over Hotel Sites – China 4:1 | Russia 3:1 | Brazil 2:13
Booking
#LeoWebinarSource: 1State of Mobile Commerce – Criteo 1Q, 2015 & 2Parsing Shop and Book – Phocuswright, July 2014 & 3RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015 | Image Credit: epSos .de (flickr – cc)
Booking
#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015
► Hotel Not Trip Focal Point● Enhance Experiences● Create Memories
► Guest Engagement● On Guest’s Terms● Staff Available on Demand
► Mobile Check-in (Luxury)*● 7% from Mobile Site● 12% via Mobile App
► Room Service Ordering (Luxury)*● 5% from Mobile Site● 15% via Mobile App
► Best Example: Virgin Hotels - Lucy● Temp / TV / Music / Messages● Room Service / Reservations / Local Tips / Guest Chat
The Travel Experience
#LeoWebinarSource: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image Credit: The Wedding Traveler (flickr – cc)
The Travel Experience
#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015
► Enable/Simplify Sharing Opportunities● Tapable Social Links
● Status Updates● Check-ins● Photos/Videos
● Deep Linking into Mobile Apps● Review Sites● Photo/Video Sharing● Messaging Apps
► Incorporate Analytics to Measure Success● Include Campaign Tagging● Benchmark Success Metrics● Strive to Measure Customer Lifetime Value
Sharing
#LeoWebinarImage Credit: Daniel R. Blume (flickr – cc)
Sharing
#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015
Key Takeaways
#LeoWebinar
¾ of the planet has a mobile device
Context and content has never been more
important
Consumers want assurances that their choice
is the best one for them
Who are we?Contemporary, technologically-advanced, and visually engaging,
boutique luxury hotel offering a unique lodging experience
• Upscale Coffee Bar
• Meeting Venues
• Outdoor Pool & Cabanas
• Luxury Hotel
• Spa
• Fine Dining Restaurant
• Green Property
• Art Gallery
• Bar and Lounge
30 Minutes North of New York City
Mobilegeddon’s impact on hoteliers
• 60% of Google searches are now performed on a mobile device
• Mobile-friendly sites are given preference
• Converting to a new web platform can be expensive and time consuming
The flood of booking apps
• OTAs are capitalizing on the use of mobile devices at a faster pace than hotels
• Hotels are financially impacted when guests do not book directly
How we’ve seen guest booking habits change
• Higher ADR from mobile bookings
• Higher probability of last minute bookings
Web % Mobile %
2012 94 6
2013 81 19
2014 73 27
(reservations coming through our booking engine)
Benefits
• This does not take into account third party mobile sites or apps
Our short-term results
• Increase in meeting inquiries
• Increase in non-commissionable bookings
• Consistency across different media outlets
• Consistency across different devices
• Less phone calls from potential bookers
• A steady stream of new guests
• Social media showing a return on investment
Key Takeaways
#LeoWebinar
Big, bold, beautiful images tells the tale
You can’t outspend OTAs; so figure out a
different strategy
Your efforts will be rewarded quickly when you
implement the right mobile solution
► About Leonardo
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It’s a Wrap
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http://www.jhousegreenwich.com/
Robert Cole
Bernard Augustin
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@RobertKCole
www.jhousegreenwich.com
@JHouseGreenwich