This presentation, given to the 2014 Southwest Colorado Travel Summit, begins by reviewing some of the latest statistics on the meteoric rise of the use of smart phone and tablet devices, as well as the rapid increase in travel sales via mobile devices. The presentation goes on to explain how important it is for travel destinations to optimize for mobile, whether it is more important to create mobile apps or a mobile website, 3 different kinds of mobile websites and 5 ways marketers are using mobile to market their travel destinations.

1. HOW MOBILE IS CHANGING OUR TRAVEL PLANS
PRESENTED BY TOM LEYDON, CEO PILGRIM ADVERTISING AND DIGITAL MARKETING!
TOM@THINKPILGRIM.COM!
303-962-0841
PRESENTATION TO THE 2014 SOUTHWEST COLORADO TOURISM SUMMIT

2. Pilgrim Fast Facts!
Age: born in 2002. Size: $17 million, 15 employees, 12 clients. !
Focus: Journey brands. Process: Visitor Planning Experience (VPX) Model

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How Travelers Are Using Mobile!
Audience Demo, Mobile Vs Desktop and TV
Why Mobile Matters!
Stats, Myths and Penalties for Not Playing Nice On Mobile
Ways Travel Marketers Are Adapting To Mobile!
5 Ways Travel Marketers are Keeping Up With High Mobile Adoption Rates
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5. Worldwide Shipments of Mobile vs PC!
In Thousands of Units 2012-213!
Source: Gartner
341,273 299,342 119,529 179,531 725 million 1 billion

6. Mobile Ad Sales!
2013 vs 2014
Source: IDC, January 2014
$18 billion $31 billion

7. KEY FACT:
U.S. MOBILE TRAVEL SALES WILL MORE
THAN TRIPLE BETWEEN 2013-2017, TOTALING
N E A R LY $ 5 0 B I L L I O N A Y E A R B Y 2 0 1 7.

8. The biggest Deterrent?A bad mobile website . Source: Google

9. #1 REASON TO OPTIMIZE FOR MOBILE?
Google penalizes sites that don’t offer
good mobile experiences !
If your website redirects to a mobile site,
Google expects link parity!
Problems redirecting, loading slowly,
poor video playback, or too much flash
can cost you a lower ranking

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How Travelers Are Using Mobile!
Audience Demo, Mobile Vs Desktop and TV
Why Mobile Matters!
Myths, Stats and Penalties for Not Playing Nice on Mobile
How Travel Marketers Are Adapting To Mobile!
5 Ways Marketers are Using Mobile

11. % of Smart!
Phone Users
% of Travel!
Audience
% of Smart!
Phone Users
% of Travel!
Audience
52% 62% 48% 38%
WHO’S PLANNING TRAVEL USING
MOBILE?
Source: comScore

12. HOW MUCH TIME ARE THEY
SPENDING ON MOBILE?!
Source: eMarketer

13. Source: TripAdvisor, Expedia
Activities!
37%
Weather!
46%
Restaurants!
44%
Hotel!
32%
Photos!
29%
Reviews!
26%
Transportation!
26%
WHAT ARE THEY LOOKING AT?

14. MOBILE USE
AFTER A TRIP
1. Posted videos on social sites 70% !
2. Posted photos 61%!
3. Posted to social sites 60%!
4. Wrote restaurant review 45%!
5. Wrote hotel review 31%

15. SMART PHONES OR TABLETS?
PhoCusWright Jan 2014: Smart phone usage at 75-77% penetration, but tablet
usage is skyrocketing!
44% of travelers own a tablet, 4 in 10 will buy one !
7 in 10 tablet users: planning a vacation via tablet easy!
Travelers are more likely to rely on tablets for destination selection, shopping
and booking!
Once traveler buys tablet, mobile usage doubles, with mobile web accounting
for 50% of time spent online with a tablet !

16. DO MOST TRAVELERS USE AN APP
OR THE MOBILE WEB?
Depends on the category!
Cruise Lines: 100% mobile web!
Maps: 98% apps!
Travel destinations/theme parks:
54% apps, 48% mobile web!
U.S. Android and IOS users spent
95% of time accessing travel info
thru apps!
That number is skewed by
Google Maps app!
78% of all mobile time spent on
Travel is driven by Google Maps!
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Source: Nielson

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How Travelers Are Using Mobile!
Audience Demo, Mobile Vs Desktop and TV
Why Mobile Matters!
Myths, Stats and Penalties for Not Playing Nice on Mobile
How Travel Marketers Are Adapting To Mobile!
5 Ways Marketers are Using Mobile

18. 5 WAYS TRAVEL BRANDS ARE
OPTIMIZING FOR MOBILE
1. Mobile Web and Mobile Apps!
2. M-Commerce!
3. Location based services!
4. QR Codes!
5. Interactive Videos

19. SHOULD I BUILD A MOBILE
WEBSITE OR A MOBILE APP?
Yes and yes.!
Mobile Web: Drives new users to
explore your brand!
Mobile apps: Gives loyal users more
powerful interaction w/your brand!
Google says biz and leisure travelers
still book most travel on their browsers

20. 3 TYPES OF MOBILE WEBSITES
1. Responsive: One site optimizes across
different screen sizes!
2. Dynamic Page Serving: Server detects
device type and serves custom pages to
fit different devices from one URL!
3. Parallel Mobile: Separate mobile URL
Example: mobile.nytimes.com
70%penetration

21. RESPONSIVE DESIGN
Visit Laramie

22. DYNAMIC PAGE SERVING

23. PARALLEL MOBILE
Travel Tipoff

24. M-COMMERCE
Priceline

25. LOCATION BASED SERVICES
Lufthansa

26. QR CODES
Visit Laramie

28. PRESENTED BY TOM LEYDON, CEO PILGRIM ADVERTISING AND DIGITAL MARKETING!
TOM@THINKPILGRIM.COM!
303-962-0841