Is mobile just about bookings or is there more to it than that? In this presentation, EyeforTravel share their brand and consumer research into mobile attitudes and budgets as well as how mobile can enhance the entire customer experience.

1. La prenotazione è MOBILE
EyeforTravel Ltd.

2. The Mobile revolution is here!
EyeforTravel Ltd.

3. How far have we come?
>1.3 billion mobile broadband
subscribers globally
EyeforTravel Ltd.

4. How far have we come?
Italy ranks 5th in the world for the largest
number of 3G users (44 million
subscribers)
Only USA, Japan, China, S. Korea are
higher!

5. How far have we come?
4G is currently being rolled out across 20
Italian cities
In Dec 2011, 9.7 million Italians accessed
the internet via a smartphone – a figure
which is rapidly growing!

6. No. of travel brands gone
mobile?
54% of travel intermediaries and 50% of
travel suppliers said that they did not
have a mobile version of their website
(June 2012)

7. Savvy travel brands ARE making
money from mobile
• In 2011 InterContinental Hotels Group (IHG)
had seen revenues from mobile rise from $1
million to $10 million in just 12 months
• By the end of 2012 they expect mobile
revenues to exceed $130 million

8. Mobile leads to new customers
In the first 2 months after
the launch of its iPad
app, Jetsetter saw over
250,000 downloads and
7,000 new customers

9. Google Smartphone Platform
Leading EU5 Landscape
Smartphone platform market share and
growth
166%
7% 5%
9% 8%
Other 45%
20%
Microsoft
38% RIM
21% 24%
Symbian
Apple
20% -2%
Google
42%
22% -35%
July 11 July 12
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650

10. Significant Growth Observed Over Last 6 Months for
Airline, Hotel and Car Rental / Transportation
Transactions For Total Audience
% Growth Feb – July 2012 – Total Phone
Audience
+101% 1.9 million booked airline
tickets in July
1.7 million booked hotel
rooms in July
+77%
0.8 million hired cars or
other ground
transportation in July
+90%
Product: MobiLens
Data: Three month average ending July 2012
Country: EU5, N= 67,650

11. Is Mobile investment increasing?
Increasing Mobile Budget 53%
in Q3, 2012 51%
Didn't know if Mobile 8%
budget would be Travel Suppliers
increasing or decreasing 13%
Travel Intermediairies
12%
No Budget for Mobile
15%
0% 10% 20% 30% 40% 50% 60%

12. What results have travel brands seen?
Mobile has generated 23%
very little or zero revenue 19%
Mobile has generated 41%
direct bookings Travel Suppliers
35%
Travel Intermediaries
Mobile has increased 46%
customer engagement 38%
0% 10% 20% 30% 40% 50%

13. Where do travel brands think
mobile adds value?
Important for customer 33%
service 35%
Important for 44%
marketing 39%
Travel Suppliers
52% Travel Intermediairies
Important for sales
39%
Important for 59%
information search 48%
0% 20% 40% 60% 80%

14. What do consumers think?
In July 2012, EyeforTravel surveyed
8,400 travel consumers in 5 different
countries (UK, USA, France, Germany &
The Netherlands).

15. Wide cultural variances

16. Preferred travel booking method
Most countries still
very much prefer
desktop
Dutch are the Germans still
most reluctant like the high
to book via a street travel
smartphone agent
TABLET SMARTPHONE DESKTOP CALL DIRECTLY VISIT IN
OTHER
TO SUPPLIER PERSON TO
AGENT

17. Attitudes vary by country
50% of Dutch
40% of French
40% of Brits
35% of Americans
29% of Germans….
….would not book travel via a
smartphone
EyeforTravel Ltd.

18. Willingness to spend via mobile
50% of Dutch
29% of Germans
would NOT
would NOT purchase
purchase via
via mobile
mobile

19. Germans are the most willing nation to
spend via mobile devices
71% of Germans were
willing to book via mobile
18% of Germans would
spend any value on a
holiday via a mobile

20. How much do
consumers want to
spend?
Of those willing to spend on
mobile, the majority felt
comfortable purchasing up to a
value of €600 via mobile

21. Trend for last minute
• Google reported that 41%
of last minute queries to
airline websites were via
mobile devices
• For hotels, 33% of last
minute queries were via
mobile devices

22. However….
62% of Germans will book via a tablet a month or more in
advance with just 7% booking on the day

23. Whereas in France…
53% would book a month or more in advance and 10%
would book on the day

24. The 5 Stages of Travel
Chart courtesy of
Google Inc

25. How do consumers want to engage
with travel brands via mobile?
64% of Brits surveyed said they would
like information on local activities/deals
while at their destination
45% want to check user reviews via a
smartphone
EyeforTravel Ltd.

26. Tap into the mobile ‘on-trip’
opportunities
% of consumers who would 62%
58%
like to use mobile to read 68%
user reviews 59%
% of consumer who prefer 69%
Brits
59%
to use a mobile to access a 69% Germans
map 76% French
Americans
% of consumers who prefer 64%
to use mobile to get 58%
information on local 62%
69%
activities/deals
0% 10% 20% 30% 40% 50% 60% 70% 80%

27. Social fuels the ‘on-trip’ mobile
experience
% of consumers who 10%
ALWAYS share their travel 7%
experience via social 7%
media during their trip 14%
Brits
Germans
% of consumers who 20% French
FREQUENTLY like to share 18% Americans
their travel experience via
19%
social media during their
23%
trip
0% 5% 10% 15% 20% 25%

28. Travel is by definition mobile –
and social!
30% of Brits and 37% of
Americans like to share
their travel experience
via social media during
their trip

29. SoLoMo - Integrate your mobile
and social strategies!
Gatwick airport uses a
Social, Local and Mobile
approach
They have a presence
across
Facebook, Twitter, Foursq
uare, Soundcloud, Qype
and Instagram

30. The result?
• 50% of passenger enquiries at Gatwick are now
via their mobile site
• Over the past year, the size of their Facebook
community has tripled to 15,000 fans
• Over 100,000 check-ins at Foursquare
locations, 40,000 offers claimed
• First airport worldwide on Instagram - 1,600
followers , 4,500+ images tagged #gatwick or
#gatwick airport

31. bmibaby Instagram
success
• Instagram has more daily users than twitter
• Visual social networks are rising in popularity
• Asked Instagram communities in different
European countries to create visual
inspirational destination guides in return for
flights!
• #Miaitalia campaign in Italy had 6,400+ entries
• Instameets were set up across different
countries

32. The results?
Almost 67,000
images tagged
images tagged 100+ pieces of free
media coverage

33. Tablets are different from
mobile!
• Tablets are more fun for consumers to
use at the ‘Dreaming stage’
• We found that Europeans are more like to
book via a tablet than Americans
• Eg. 25% of Germans want to book travel
via a tablet compared with 15% of
Americans

34. Change your website design to
suit tablets!
 Use inspirational rich media
 Provide easy-touch navigation
 Adjust the size of fields on forms
 Remember that tablet users explore your
website in both landscape and portrait
positions so the first fold will change
 Consider font size
 Stay away from Flash!

35. To conclude…
• Mobile is not just a booking channel!
• Mobile budgets are increasing
• Savvy travel brands are reaping the
rewards of experimenting with mobile
early
• Your customer wants to engage with your
brand via a mobile device at many stages
of the travel life cycle – don’t lose out to
your competitors!
• Tablets and mobile devices require
different approaches!

36. Grazie!
Gina Baillie, GM, EyeforTravel ltd.
gina@eyefortravel.com
@anigba and @eyefortravel
uk.linkedin.com/in/ginabaillie
Join the Linkedin ‘Mobile in Travel’ group!
www.eyefortravel.com
EyeforTravel Ltd.