How can hotel operators harness mobile technology in branding and merchandising their services? These are the slides from a FREE webinar co-produced by Tnooz and the ITB Academy in June 2012. Panelists for the webinar: * Josiah Mackenzie, director of business development, ReviewPro * Jeroen van Velzen, CEO, Sound of Data * Suzie Wotton, vice president of marketing at Red Carnation Hotels

1. Hotels and Mobile:
What’s Next?
A Tnooz-ITB Academy webinar
June 6, 2012

2. Kevin May Gene Quinn
Tnooz Tnooz
Editor & Moderator CEO & Producer

3. David Ruetz
Head of ITB Berlin

4. Panelists
Jeroen van Velzen Suzie Wotton Josiah Mackenzie
Sound of Data Red Carnation Hotels Dir., Bus. Development
CEO VP, Marketing ReviewPro

5. Poll no. 1

6. Poll no. 2

7. Mobile (r)evolution? Jeroen van Velzen
CEO

9. Servicing travel companies across the value chain
OTA | TMC | GDS| Airline| Airport | TO

13. 21% of Travel Search is Mobile [Google UK]
60% of Mobile buyers are new customers [eBookers]
App buyers 2x loyal as mobile web [eBookers]
53% would like mobile hotel reservations
[Sabre]

15. Amadeus m-Power Mobilize Booking
Create new distribution opportunities (iOS, Android & HTML5)
Mobilizingof mobilizing
Example flight booking Mobilizing Hotel booking Mobilizing Ancillary Services
the Amadeus core Engine
on Amadeus Selling Platform in Amadeus m-Power in Amadeus m-Power

16. Travix - Mobilize Booking for Cheaptickets
Create new sales opportunities for Cheaptickets
Search flight on cheaptickets Sort flight results Mobile payment options
using Gateway engine on Cheaptickets on Cheaptickets

19. The only way to interact with your customer while he’s enjoying
your product (i.e. traveling) is using a mobile device.

20. inspiration
sharing search
travel plan
booking validate

22. Itinerary Management for Amadeus, eDreams & Travix
Providing really relevant customer information using Apps, HTML5 or Open API’s
Example of a white label MockUp for eDreams Example of the Cheaptickets
Itinerary Manager for Amadeus iPhone Itinerary detail Itinerary home screen

23. Every stage in the travel cycle has become an engagement
opportunity. Contextualize and Personalize!

24. 8 Every Stage
7
9
6
10
travelling
5 11
4 1
3 2

25. Every Device -> “BYOD”

26. Thanks!
@jeve

27. Poll no. 3

28. Going Mobile
Suzie Wotton
Executive Vice President Marketing
Red Carnation Hotels

29. Agenda
• Traffic
• Device
• Content
• Design
• App vs. Mobile
• Mobile “Guest” experience
• Monetising Mobile

30. Traffic
“2 billion users by 2015 outpacing desktop internet usage”

31. Traffic – Hotel example
• Mobile users represented 16.33% of traffic in 2012
• 171.6% increase YOY in mobile device use (+17.4% increase in all visitors)
• Average page views using iPhone 2.07 vs. 3.80 desktop users
• Visitor duration using iPhone was 2.15 min vs. 4.21 desktop users (3.18 iPad)
• iPad and iPhone had the highest use of all mobile devices

32. Device: iPad and iPhone

33. Device: Android
Android has grown 4x as fast as the iPhone

34. Device: Hotel example
*Figures based on the Chesterfield Mayfair hotel website

35. Content
• iPad / Smartphone – different browsing experience?
• How will the content be managed (existing CMS)
• How will multiple languages be handled
• How will the site integrate with existing booking engines
• SMS confirmations?
• Tracking?
• What pages are most frequented by mobile users?
Hotel example
1. Afternoon Tea
2. Location
3. Restaurant
4. Rooms and suites
5. Dining
6. Contact Us

36. Design: Smartphone
• User friendly design
• Consistent with main site
• Utilise Smartphone technologies
• Social media integration
• Calls to action present throughout
• Utilise iPhone native apps (Maps etc)

37. App vs. Mobile
• Mobile optimised website is a must
• An App is worth the investment if guests have a reason to regularly check your website
• Apps for in room guest experience

38. The “Mobile” guest experience....
• Currency – make a transaction directly from your phone (no need for wallets and cards)
• Mobile as hotel room key (through an encrypted signal to the guests phone)
• Room phones will disappear (as long as a emergency contact device is present)
• Virtual concierge
• Check in/out, receive bill without visiting the front desk
• Preference for in room entertainment on Ipad – more bandwidth, less pricey
in-room movies
• “There’s an App for that” – Thermostats, lights switches, Air Con

39. Monetising Mobile
• Average revenue per user is much lower on mobile (expected to grow)
• Although mobile optimisation drives clicks – revenue growth is constrained
• 44% of Apps are free – most hotels cannot expect users to pay for app downloads
• Increase in the amount of third party mobile/Ipad booking Apps i.e. Hotel Tonight
• Highly engaged consumers assisted by social tools should lead to stronger conversions
• Increase conversion through mobile optimised booking engines
• CPC for mobile is cheaper and less competitive for key terms
• In Room iPad Apps have great potential to revenue and are a great platform
for promoting offers to customers in house
• The question is less about how much money will I make by embracing Mobile, rather how much do
I stand to lose by not doing so?

40. Questions?
swotton@rchmail.com
www.redcarnation.com
@suziewotton

41. Poll no. 4

42. Mo Op rtu itie fo Ho ls
bile p o n s r te :
S llin Th u S rvice
e g ro gh e
Josiah Mackenzie ! ! ! ! ! ! ! ! !
ReviewPro!
June
June 2012! 6, 2012! !

43. G et S tis ctio Drive Bu in s
u s a fa n s s es
June 2012!

44. Mo Op rtu ity: S llin Th u S rvice
bile p o n e g ro gh e
June 2012!

45. De rin Cn n in Cn xt
live g o te t o te
June 2012!

46. Hip ta a a p S llin Th u E ca n
s m tic p : e g ro gh du tio
June 2012!

47. Op rtu ity: U s llin w Mo
p o n p e g ith bile
• 75% of people who order
room service at Hotel Bel-Air
do so via in-room iPads!
• The Hotel Bel-Air plans to
offer the ability to conduct
more on-property purchases
in future!
• Consider: Will your guests be
more willing to spend on-
property if the process is
simple?!
June 2012!

48. Mo isS cia
bile o l
• The convergence of social and mobile technologies is one of the
hottest opportunities in hotel marketing today – take advantage of it to
increase buzz and conversations about your brand!
• People using social networks on their mobile devices tend to be more
active and engaged!
– Social networking becoming the #1 mobile app activity [Flurry]!
– 60% of time spent on the mobile internet is devoted to social networking
[Ground Truth]!
– Americans spend more time on Facebook mobile than on its website
[May 2012, Comscore]!
June 2012!

49. BridgeTh Olin -O eG p
e n e fflin a
June 2012!

50. Op rtu ity: Lo tio -Ba e S rvice
po n ca n s d e s
• Location-based services (LBS) are a perfect example of the
convergence of mobile and social technologies!
• They provide the ability for users to share where they are –
giving an indirect “endorsement” !
• They provide brands with the ability to share content in context –
and become more relevant!
• Integration with Facebook, Twitter, and other networks is
increasing the reach of LBS!
!
June 2012!

51. E m le Ritz-C rlto
xa p : a n
June 2012!

52. Mo Op rtu ity: S llin Th u S rvice
bile p o n e g ro gh e
June 2012!

53. Le Ta
t’s lk
Josiah'Mackenzie'
Director!of!Business!Development!
!
josiah@reviewpro.com!
!
www.ReviewPro.com/demo!
June 2012!

54. Q&A

55. Thank You!
Send your questions and comments to kevin@tnooz.com
Video replay and presentation available on www.tnooz.com
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