since its creation, the internet continues to transform ...€¦ · and apps with only one ... main...

1

Since its creation, the Internet

continues to transform.

The key question is,

are you changing with it.

Kerstin Steinberg, Director Marketing Global

2

Just a couple years ago,

nearly all digital travel sales

occurred via desktop or laptop

computers.

BUT Mobile’s rise has

been rapid.

Main latest trends…

Source: eMarketer; Oct 12, 2015

3 Source: Tnooz; August 2014

… Main latest trends

Consumers increasingly turn to booking travel on their mobile devices.

47% of all last minute hotel bookings are done from a smartphone.

Sample China:

Travel sale in 2013 climbed from 11.1% to

44.6% in 2014 and reach 2/3 in 2015

<1%

7%

20%

2010 2012 2014

% Reservations made via mobile devices (Share in all Reservations made online via hotel websites)

MOBILE USAGE FORECAST 2013

… compare to two years ago

Desktop was the

primary source to

book, and mobile was

used for search

5

Booking lead times are

shrinking fast.

Travelers increasingly search

for last-minute bookings,

mainly via mobile devices.


6

OTAs or OTA-”likeish” are

continually investing in user

experience across all devices

Addition on Google Maps app |

Traveler’s journey becomes less

complicated on Booking.com |

Tripadvisor’s Instant Booking

Source: Hotelient; Oct 2015


7

The rise of wearable

electronics will impact

on the way we travel.

New streams of data

& continued

innovation enter Travel

Marketing

Source: WTM; Oct 2015

… Main latest trends

8

Mobile Payment going BIG

Pay in physical stores

and apps with only one

touch


9

Importance of Apps

86% of time spent on mobile,

is spent in apps.

Trends: Slimmer, one purpose

apps, faster, background

tracking, Deep links between

apps


10

Treasure the Silent Traveler:

Visitors will buy more, if they

can be served 100% online.

Drive further sales through targeted

offers for transportation options,

activities and ecoupons.

Source: Hotelient; Oct 2015


11

“Mobile Moments”

of todays customer

No time - No Line:

Order your coffee via

Smartphone App

… it will be ready when you

enter


12

“Mobile Moments” which

connects the mobile customer

and the physical shops

Style Consul via mobile App

provided by Retail Shops


13

You need to change with it,

if you haven't yet.

Create Mobile Moments

14

Invest in digital technology

and marketing

Constantly repeat, test out,

learn out of it and make it better.

Change with it…

15

BIG DATA speeds up

Understand who the travelers is, what

they like, where they are in the travel

process and what they like to

achieve.

Change with it…

16

Mobile Marketing Automation

to ultimately yield more sales

Consumers find deals that provide

additive experiences to their journey

useful

Change with it…

17

Hotels can target the modern

yet Socially Connected

Nomads

With new technology such as

smartphone room keys

Change with it…

18

Today, mobile for travel

is all about delivering a

timely, relevant and customized

traveler experience

Kerstin Steinberg, Director Marketing Global

since its creation, the internet continues to transform ...€¦ · and apps with only one ... main...

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