DIGITISING MOBILE SOCIAL EXPERIENCES IN TRAVEL

Using Mobile Technology to Create Compelling Content, Social Connections and Powerful Customer Experiences

Transcript

1. Dublin Airport DUB+ 2019 Digitising Mobile Social Experiences in Travel Using Mobile Technology to Create Compelling Content, Social Connections, and Powerful Customer Experiences Cathy Thomson Global Head of Customer Experience Hostelworld Group
2. ABOUT HOSTELWORLD GLOBAL LEADER IN ONLINE HOSTEL RESERVATIONS €86.7M NET REVENUE* 170 COUNTRIES 36,000 PROPERTIES 7.5M BOOKINGS* *HWG 2017 Annual Report
3. HOSTELS OFTEN GET A BAD RAP… A LACK OF PRIVACY, CLEANLINESS & SECURITY OFTEN NOISY AND ONLY FOR YOUNG PEOPLE
5. NOVOTEL AMSTERDAM HOSTEL MAVERICK BUDAPEST HOSTEL CASA GARCIA BARCELONA HOSTEL GENERATOR VENICE HOSTEL SAFESTAY LONDON HOSTEL PLUS BERLIN
6. SHOWCASING MODERN HOSTELLING WITH “UNEXPECTED GUESTS” A BRITISH BOXING CHAMP, A BROKE RAPPER, A HOLLYWOOD BAD BOY, AND A MEGA DIVA
7. IN DA HOSTEL WITH 50 CENT…
8. THE NEXT GENERATION HOSTEL TRAVELLER
9. GLOBAL. MOBILE. SOCIAL
10. HOSTEL TRAVELLER NEEDS/ATTITUDES: VOC INSIGHTS: 3 CORE TRAVEL-RELATED DIMENSIONS HIGHEST LEVEL OF PASSION FOR TRAVEL DESIRE FOR SOCIAL EXPERIENCES WHILE TRAVELLING BUDGET CONSCIOUSNESS
11. 6 DISTINCT CUSTOMER SEGMENTS EACH WITH DIFFERENT NEEDS, ATTITUDES, BEHAVIOURS BUDGET BACKPACKERS INDEPENDENT EXPLORERS RETREATERS SUN SEEKERS EASYGOING MATES LOOK AT ME
12. STEP 1: SHIFTING THE EXPERIENCE BEYOND THE BOOKING WITH COMPELLING CONTENT MEET THE HOSTELWORLD APP
13. SHARING EXPERIENCING BOOKING PLANNING DREAMING
14. WHAT WE KNEW CONTEXT LOCATION CUSTOMER HOSTEL
15. WHAT WE DIDN’T KNOW WEATHER THINGS TO DO PLACES TO EAT
16. LAUNCHED ‘MY TRIPS’
18. ‘MY TRIPS’ 82% 56%
19. LAUNCHED HOSTEL NOTICEBOARD
21. HOSTEL NOTICEBOARD 92% 24%
22. STEP 2: DIFFERENTIATING THE EXPERIENCE: ENABLING SOCIAL CONNECTIONS BETWEEN TRAVELLERS
23. SPEAK THE WORLD
25. SPEAK THE WORLD +259% 2M 13M 13M 2M
26. HOSTEL CHAT
27. EXTEND YOUR STAY
28. Customer Journey: Designing Content and Connections For Powerful Compelling Customer Experiences
29. Donna Solo female traveller
32. 2 days before her trip…
38. In the hostel…
43. Time to go… but
46. It's cool to have met such a great group of people Es genial haber conocido a un gran grupo de personas
49. WHAT OUR CUSTOMERS TELL US…
50. RECOGNITION App Stores • App of the Day (iOS) • Editor’s Choice (Google Play) • App Store Best of (iOS) • Top Developer (Google Play) Awards • Campaign: Marketing New Thinking Awards • The Lovie Awards : Best Community/Social App • Travolution Awards: Best for Staying
51. KEY TAKEAWAYS CUSTOMERS CONTEXT COMPELLING CONTENT & CONNECTIONS