multi-platform mobile servvice creation: increasing brand touchpoints for hotels

© Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at

December 11th, 2015 – MoMM2015 - Brussels

Multi-platform mobile service creationIncreasing brand touch-points for hotels

@eliaska#MoMM2015

Elias Kärle, Anna [email protected]

www.sti-innsbruck.at

Outline

1. Motivation

2. Design

3. Results


1. Motivation

Illustration by Caroline Winklmair


1. Motivation

• Benefits for the hotel?– Interaction with guests

– Information on regular basis (text, image, video, pdf,...)

– It’s “trendy” to have an app

– Increase customer retention

– Multiply brand touch points


1. Motivation

• Benefits for the guest?– Places inside hotel– Special offers

– Direct interaction

– Navigation in- and outside– News or special offers via push messaging– Making reservations out of the app


1. Motivation

Key Questions:

1. Would customers use app-based information services of potential holiday destinations or hotels they have been before?

2. What would be the benefit for the hotels if they introduce mobile services for customers?

3. Will there be a significant increase of brand touchpoints if customers had an app of a hotel on their smart phone?

7


2. Design

Architecture

8

hotel staff

content:text, image, video, pdf

server/database

content:xml, urls

hotel guest

any browserany phone

GCM APNSmessaging

registration/login

sharing


2. Design

Software components

9


2. Design

• Attractive appearance

• Usability

• Adaptable CI/CD

• Offline availability

• Well structured cms Pictures made unreadable for copyright reasons.


2. Design

• Attractive appearance

• Usability

• Adaptable CI/CD

• Offline availability

• Well structured cmsPictures made unreadable for copyright reasons.


3. Evaluation

Pilots

• 2 Hotels from Austria

• 5* houses

• High quality hotels

• Websites:– Desktop optimized– No mobile version– No mobile ad. strategies

15

Evaluation Criteria

• App downloads

• User registrations

• App synchronisations


3. Evaluation

App downloadsover a timespan of 66 weeks(average downloads/week)• iOS: 89,6• Android: 1392% iOS, 8% Android

16

App synchronisationsover a timespan of 4 weeks(app start / first webapp call)• ~12000 synchronisations• 90% iOS• 8% Android• 2% WebApp

User registrationsover a timespan of 66 weeks

50% male, 25% female, 25% not set


3. Evaluation

Key Questions:


2. What would be the benefit for the hotels if they introduce mobile services for customers?


17


3. Evaluation

Key Questions:


Pilot 1: 12k dowloads, 130k synchronisations(1.5 years)

Pilot 2: 3k downloads, 30k synchronisations(5 months)

18


3. Evaluation

Key Questions:

2. What would be the benefit for the hotels if they introduce mobile services for customers?Increase of brand touchpoint:"[...] all experiences and situations in which clients and other market partners get in contact with a certain brand and thereby undergo the brand" [1] every time a customer looks at his phone and recognizes the logo of the hotel

FlyersPostersTV advertisementNewspaper advertisement

19

[1] C. Spengler and W. Wirth. Die wirkung von marketing-und vertriebsmaßnahmen maximieren-das maximum aus den marketing investitionen herausholen: Mit hilfe der sogenannten touchpoint-analyse konnen die wirkungen der marketing-und vertriebsinstrumente optimiert werden. IO New Management, 78(3):46, 2009.

Hotel app


3. Evaluation

Key Questions:


In one year:Pilot 1: 620k website hits

8k app installations100k app synchronisations

Pilot 2: 170k website hits3k installations30k app synchronisations

20

multi-platform mobile servvice creation: increasing brand touchpoints for hotels

Mobile