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Trend AssessmentMobile Booking Apps
Chuck Turnblad
Tracey Vang
Ali Wade
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Overview of Mobile Booking Apps
Section 1
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• Leisure travelers are becoming more educated
• Using internet to do research
• Not only take advice from friends/family
• Want to give opinion
• Social Media is increasing bookings
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• Booking used to be done by computers
• ¾ Business travelers own a smartphone
• Half of leisure travelers own a smartphone
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• In 2012, 2/3 business travelers planned travel through search engine apps, increasing smartphone bookings 69%
• Mobile booking is quick and convenient for tech savvy travelers
• 53% of travelers surveyed are still skeptical about the security of apps
• They feel they have little knowledge about mobile payment and apps
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• The younger generation is more familiar with apps and social media
• More spontaneous and looking for a great deal
• Book now on smartphones, Kindle Fire, Android Tablets and the iPad
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Impacts of Mobile Booking for Hotels
Section 2
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The Ritz-Carlton Hotel Mobile AppCase 1
• Booking engine for guests
• Personalized tips & features• `Hidden gems’
• Personalized suggestions
• Scanning of QR codes-activities to do
• “Meaningful” and “Relevant”
• Cultivated into more of an experience
• Less of a necessity
• Provides access to interesting facts they would not have otherwise known.
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Perceptions of Ritz-Carlton
• Addressed the trend in a cliché way– Need for mobile
booking
– Add on features
• QR scanning feature on app – Creative way to
market activities at hotel
• To Improve:– Put more emphasis
on booking feature
– Advertising distinction between other hotel brand apps
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Marriott's Fairfield Inn & Suites Mobile AppCase 2
• Mobile video advertisements to promote booking
• Promotional videos
• Shares the brand story in appealing way
• Strength brand image
• Other Features
• Overall Success
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Perceptions of Marriot
• Video Advertising:
– Inspiring
– Differentiate from other hotel brands
• To Improve:
—Busy or frequent consumers may prefer simpler function for booking
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Mobile Booking in Other Industries
Health Care & Wellness
• Patients to schedule doctor appointments
• Dentist appointments
• Chiropractor
• Manicure or pedicure
Entertainment
• Already present in industry
• Sporting tickets
• Booking movie tickets
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Interview
Section 3
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How do you see the trend of mobile booking
impacting the business landscape?
“Mobile booking will certainly end traditional travel
agents and even have a negative impact on web site
bookings such as Orbits and others.
The modern traveler wants everything instantly, so
the apps serve a great purpose.”
Charles R. Turnblad, Jr.
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How do you see that mobile booking will change
moving forward?
“Mobile apps will become more sophisticated.
Transferring information into your computer calendar
will be more available, storing info in just about any
electronic device will become the norm.”
Charles R. Turnblad, Jr.
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What do you see will be needed to stay ahead of
competitors in regard to mobile booking?
“To stay ahead in mobile booking simple requires
more creativity and imagination in determining what
the market demands. The quicker, easier, user-friendly
mobile booking can be, the greater the success. It is
truly the wave of the future.”
Charles R. Turnblad, Jr.
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“Based on all the conferences and industry updates I have
attended, using cellphone/mobile apps, etc. for reservations
is the thing of the future.
Most hotel chains and major brands have apps available and
it is a convenience that many business travels and even
leisure travelers are using more and more. Travel agents are
becoming more a thing of the past.”
Dan Creed
Instructor, Hospitality Management Dept
Normandale Community College
Charles R. Turnblad, Jr.
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References
1. http://www.newmediatrendwatch.com/world-overview/91-online-travel-market2. http://www.businesstravelnews.com/Hotel-News/IHG-expanded-its-mobile-
booking-apps-to-be-available-on-the-Kindle-Fire,-Google-TV-and-Android-tablets/?ib=Technology&a=mgmt
3. http://www.huffingtonpost.com/paul-brady/mobile-booking-travel_b_1613844.html
4. http://www.nytimes.com/2011/05/05/business/05APPS.html?_r=05. http://www.mobilecommercedaily.com/marriott-banks-on-mobile-video-to-
drive-bookings6. http://www.boston.com/travel/explorene/blogs/packup/2012/05/ritz-
carlton_launches_mobile_a.html7. Dan Creed
Professor in Hospitality Management DepartmentNormandale Community College 9700 France Av. S.Bloomington, MN 55431