Your customers increasingly browse, shop, and buy their travel via mobile devices. Unfortunately, getting your product in front of customers seems harder than ever. The diversity of choices available means you have to continually find new ways to attract and engage customers. Travel, in particular, faces the additional challenge of representing a “sometimes” purchase for your customers, that is, one that they typically make just a few times a year—if that.
But… it ain’t all bad news. The key word in the paragraph above is “seems.” The diversity of options mobile provides your customers also offers you creative, innovative ways to engage your customers not just once a year, but every day. And that’s the subject of this week’s Travel Tuesday post How to Get in Your Customers’ Pants… Pocket over on Tim Peter Thinks. Check it out if you get the chance.
Interested in more? Register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here. You might also enjoy some of our past coverage of mobile, including:
I posted my regular Travel Tuesday piece over on Thinks this week, highlighting remarkable comments made by Google’s UK head of travel about the where the growth in search volume is coming from. You can read all about it in this post The Future of Travel Search and Mobile.
Oh, and it’s worth noting that this shift will affect what you must do to reach customers going forward. If you want to learn more about how you can adapt to the changing realities of customer behavior, you can register to receive a free copy of my new special report, “Digital Hotel Marketing in a Multiscreen World,” produced in conjunction with Vizergy, here.
I’m not the only one pushing mobile: TechCrunch suggests Priceline bought Kayak because of its strong mobile growth. Key quote, “…a big part of Kayak’s resurgence has been its focus on mobile. In its Q3 report, Kayak showed that its mobile revenue per thousand queries (RPM) had increased 63 percent compared to the same quarter in 2011.” The same article notes that mobile now accounts for about 18% of Kayak’s search activity.
Don’t forget to check back here regularly for additional hotel marketing tips and techniques. And take a look at my main blog for additional online marketing and e-commerce news and info.
“…mobile services must fulfill a basic need. So apps may not be for everybody but firms should be optimizing for mobile. Before doing so they must carefully consider their target audience.
You can’t really talk about mobile without thinking about social and of course local. If any further proof is needed: in March this year 350 million Facebook users (who are also consumers!) had accessed the social network via a mobile device.
Hotwire President Clem Bason argues that: ‘A number of companies have integrated social media into their mobile offerings, but no travel company has completely nailed it yet.’ ” [Emphasis mine]
The worst part? It’s not actually that hard. Now, don’t get me wrong, I don’t want to belittle the work needed. It’s real. But the fundamentals of a mobile strategy remain clear. For instance, check out the following:
Travel is their top “big ticket” purchase. 23% of Americans are planning vacation travel in the next six months, making the category the top “big ticket” item they plan to purchase in the period
Internet use almost equal with TV. On weekdays, internet weekly reach among intended travelers approaches parity with TV (91% internet vs. 95% TV)
Media use grows when they’re ready to travel. Soon-to-be travelers are more likely to surf the internet (91% vs. 82%), listen to radio (77% vs. 69%), and read magazines (61% vs. 51%) and newspapers (58% vs. 50%) than the general population
Heavy use of email. They are far more likely to send and read emails than the average American (94% vs. 83%)
And of mobile phone apps. Their rates of app usage is much greater than the average American The six most popular categories more than those in the general population:
Games (70% travel intenders vs. 66% general population)
Weather (69% travel intenders vs. 57% general population)
Entertainment (60% travel intenders vs. 54% general population)
Social Networking (58% travel intenders vs. 52% general population)
Radio (45% travel intenders vs. 39% general population)
Travel (53% travel intenders vs. 38% general population)
Anyone who’s been around the travel industry for long knows about HEDNA, the organization dedicated to easing distribution for hoteliers and distribution channel operators. I was fortunate enough to keynote HEDNA’s spring meeting in Spain last week and can honestly say I learned at least as much as I shared with the audience. So, today’s recapped 5 amazing mobile strategy tips from HEDNA over on the main blog. Check it out.
And, please remember, I’m available to speak at your next event, too. You can read all about how I can help you have a successful conference here.