Mobile Internet and Travel Industry
The impressive performance of mobile Internet does not need to provide any proves. Today travel industry is a leader in the development of this new and very dynamic marketing and sales channel. According to a study conducted by Tripadvisor, 38% of smartphone users use their phone to plan theirs trip, and 60% have downloaded to their phones application associated with chosen travel. Smartphone users downloaded the app to: find information about local attractions and restaurants (52%) of the destination, information about city/country (46%), to read the reviews of other travelers (45%), search and book hotels (42%), search and booking of airline tickets (34%).
Having in mind all the above, it is not enough for hotel or travel agency just to have a website. If the hotel website is not adapted, navigate and use it with mobile device screen can be more complicated. When it comes to mobile sites, the first thing to keep in mind is the principle of "less is better." Volume graphic and photo information on the site does not only slow the page load, but also creates the need for additional steps for mass user, before it comes to booking window. Mobile site should not contain any complex graphic elements or "heavy" images. It is much better to have a simple interface and the ability to obtain the required information and reservations. The general opinion of experts is that the user should be required less than two minutes to complete the reservation - otherwise, the mobile site can be considered as useless .
Mobile
Internet is a completely separate channel sales and management channel, which
demands conformity. For this reason it is possible and necessary to develop a
separate tariff policy and package deals or special offers for that particular
users group, who does not imagine themselves without a mobile phone. In favor
of the above, the following figures: in the social network Facebook has over
250 million mobile users - and it's only those who are active daily users.
Special daily deals service Groupon claims 54 million registered mobile users,
and the total daily deals on a similar service Travelzoo has reached $ 400
million. These services of so-called daily deals
are real engines of mobile commerce and focus on a huge and very active
audience.
Talking about mobile technology, it is impossible not to admit QR code - a two-dimensional bar code that is displayed in the form of strange-looking squares. These squares can be encoded by a variety of information consisting of letters, numbers and special characters. Information can be different: website address, phone number, e-card, location coordinates, etc. Mobile phone users can read QR codes with their cameras. While reading the QR code, special signal is sent to the company's website. Hoteliers can use QR codes to interact with their guests in many different ways:
- Place a QR code with a link to the survey on the opinions of guests;
- Place QR code on the table in the restaurant or the lobby with a link to the page of the hotel or restaurant;
- For site-surveys, such as TripAdvisor, so user can leave a review about his/her experience "while having fresh memories";
- In advertising materials, posters and advertising to link to the mobile hotel page or page in Facebook - where visitor can learn more about the working hours and the restaurant menu, view pictures of the rooms and spa center of your hotel, read the reviews;
- Also, QR code can be placed on the homepage of the hotel Wi-Fi or home advertising channel television system.
In the modern world, mobile devices are changing very rapidly by changing world. Over the coming years we will witness not only the appearance of a huge number of new models of mobile devices, but also change their configuration and adaptation to the personalized needs of users. In the future, hoteliers will have a big number of new possibilities to interact with their guests through mobile devices, including fast check-in, mobile virtual concierge. All that will be done with adaptation to the needs of each visitor. So now the mobile Internet should be an essential part of the marketing plan of any hotel.
References:
Images:
· - http://www.idea.org/blog/2011/09/05/what-are-qr-codes-and-how-are-they-useful-for-outreach/
Kateryna Sampara
& Laetitia Vartanian
No comments:
Post a Comment