Mobile Marketing for Resorts - Today and Tomorrow

HSMAI Resort Best Practices Mobile Marketing for Resorts Today and
Tomorrow Robert Cole | RockCheetah New York Marriott Marquis | January 31, 2011 Image Credit: Leeks on Flickr

Presentation Overview • Current Landscape – Why Mobile Changes Everything
– Beware of the Splinternet • Traveler Engagement – Guests are More Important than Technology – Technology Enables Relevant Interaction • Future Implications – From Anytime/Anywhere – To Everytime/Everywhere January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 2

Landscape | Mobile Changes It All January 31, 2011 –
New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 3

Landscape | Mobile & Travel January 31, 2011 – New
York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 4 1. Smartphone use is on the rise. 2. Mobile web adoption is ramping up 8x faster than Internet in the mid-90s. 3. In Travel vertical, Mobile ad purchase intent 5x higher than desktop ads. 4. Mobile Travel bookings are projected to grow 700% in 2 years. $20M 2008 $160M 2010 Projection 0 500 1000 1500 2000 12/31 3/31 6/30 9/30 12/31 3/31 6/30 9/30 12/31 Mobile travel searches Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010

Landscape | Travel Impact Leisure Travel Related Activities Performed Using
Mobile Device 2010 Researched Upcoming Trip 62% Read Reviews of Other Travelers 52% Checked Into Hotel, Flight, Cruise, etc. 47% Requested More Information Related to Trip 41% Reserved or Booked a Hotel, Flight, Cruise, etc. 38% Downloaded a Travel Related App 32% Watched a Travel Related Video 31% January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 5 Data Source: Google Internal Data IPSOS/OTX (2Q 2010)

Landscape | Mobile Hotel Search January 31, 2011 – New
York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 6 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 iPhone iPhone 3G Android G1 Blackberry Storm Palm Pre iPhone 3GS Android myTouch Android Nexus One Moto Droid & Eris Google Mobile “Hotel” Category Query Growth Device Launches Significant Growth in 3 Years Data Source: Google Internal Data

Landscape | Mobile Platforms • Hardware – Handheld – Tablet
• Operating System – iPhone – Android – Blackberry – Windows Phone • Software – Mobile Web – Mobile Applications January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 7

Landscape | Mobile Platform Shift January 31, 2011 – New
York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 8

Landscape | Enabling Technologies • Mobile Senses – Touchscreen (Touch)
– Camera (Sight) – Light Sensor (Sight) – Microphone (Hearing) – Speaker (Speech) – GPS (Location) – Accelerometer (Orientation) • Smartphone Communication – Telephone – Text Messaging – Internet – Bluetooth – Near Field Communications (NFC) • Most Importantly, Access to Essential Information – Calendar – Address Book – Wallet – Preferences January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 9

Engagement | Google Goggles January 31, 2011 – New York
City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 10

Landscape | Android Voice Actions January 31, 2011 – New

Landscape | Word Lens Translation January 31, 2011 – New

Landscape | Mobile Complexities • One Size Definitely Does Not
Fit All – Smartphone • Limited Screen Real Estate – Desktop / Notebooks • No Touchscreen – Apple • No Flash Video – iPad • No Mouse Support • Bottom Line: Get Professional Assistance January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 13

Landscape | The Splinternet January 31, 2011 – New York

Landscape | Mobile Tools 1. Booking | Kayak, OpenTable, Southwest
Airlines 2. Itinerary Management | TripIt, Traxo, WorldMate 3. Destination Information | Lonely Planet, Where 4. Location Based Services | Foursquare, Gowalla 5. Mapping & Navigation | Google Maps, HappyHours 6. Product Reviews | TripAdvisor, Yelp, Zagat 7. Augmented Reality | Layar, RealSki 8. Mobile Payments | Square, PayPal, 9. QR Codes | Like BarCodes – Used to for Downloads & Links 10. Text Messaging (SMS) | Offers, Alerts, Contests Key Consideration: – What Capabilities do Guests Need? What Sites do Guests Use? January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 16

Landscape | Apps v. Mobile Web • App Options –
Tight Hardware Integration – Custom Development (Mobile Developer) – Customized Template Provider (Mobiata) – Cross-Platform Support (Kony Solutions) • Mobile Web Options – Single Implementation – Without HTML5, No Camera, GPS Access – HTML5 Internally Supports Video | Avoid Flash – Customized Template Provider (Movitas) • Objective – Touch Friendly Website for Phone or Tablet January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 17

Landscape | Key Trends • Forrester (Jan 2011) : –
Social Location Huge; No Meaningful Revenue – Dumb Smartphones; New Users Less Engaged – Mobile Marketing Spend Growth; Finds ROI – QR & AR Now; NFC Testing; 4G & LTE Coming • Gartner/IDC (Jan 2011) : – Developers: 92% iPhone, 87% Android & iPad – Mobile App Revenues to Increase 10x in 3 Years – Avg. App Store Take 30% of Revenue January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 18

Landscape | Mobile Networks • Super Wi-Fi (White Spaces) –
High-speed wireless broadband networking – Manage databases that coordinate usage underutilized broadcast frequencies • US Federal Communications Commission – 9 companies received conditional approval – Google, Comsearch, Frequency Finder, WSdb, KB Enterprises & LS Telcom, Spectrum Bridge, Key Bridge Global, Neustar, Telcordia Tech. January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 19

Engagement | Key Constituencies • In Priority Order – Guests
– Employees – Owners • All Share Identical Objectives – Relevant Interaction – Simplification – Value January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 20

Engagement | 7 Travel Phases Inspiration Research Planning Validation Booking
Travel Sharing January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 21 Image Credits: Dru!, BlatantWorld, adwriter & Stuck in Customs on Flickr

Engagement | 6 Hotel Stay Phases Pre-stay Arrival On- property
In- destination Departure Post-stay January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 22 Image Credits: Werner Kunz, BlatantWorld, spettacolopuro & M.V. Jantzen on Flickr

Engagement | Guest Experience • Individuals • Couples • Families
• Group Members – Leisure – Business • Local Neighbors January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 23

Engagement | Touch Points • Staff v. Guest Usage •
Rooms Division – Front Desk – Concierge – Housekeeping • Food & Beverage – Dining Rooms – Room Service – Bars – Banquets • Recreation – Golf – Spa January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 24

Engagement | Mobile Development • REMEMBER – Your Current Website
isn‟t a Mobile Site – Users Want Seamless Web-Phone-Tablet Experience • YOU MUST – Provide Information Quickly – Focus on Specific Tasks – Offer Direct Paths to Content – Leverage Device Features • DEFINE STRATEGY – Identify Customer Contact Points – Integrate Information and Workflows January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 25

Engagement | Mobile Functionality • One-click Driving Directions – Know
Phone Location / Known Destination • Click to Talk – Provide Phone Number in Mobile Ads – Include Context Appropriate Phone Numbers • Integrate Social Networks – Help Customers Promote Your Brand / Location • Negotiate Development Costs Aggressively – Restaurant Group: 23 Sites = $8,000 (Orig. $37K) January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 26

Engagement | Mobile Impacts • Apps Work Well for Highly
Engaged Users – 25% of iPhone & Android Users >2 hours/day Using Apps • Booking Functionality is Expected by Consumers – Support Branded Assets by Driving Downloads & Usage • Remember It‟s Still a Phone! – Include Phone Number In Ad Text – Increases Click-Through-Rate 5-30% • Google Mobile Calls Compared to Other Lead Sources – 22% More Likely to be Relevant – 31% More Likely to Result in Booking • 1 Out of 3 Mobile Searches Has „Local Intent‟ January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 27 Data Source: Google Internal Data

Engagement | Mobile Pitfalls • Flash Video Not Supported by
Apple – Big Gap • App Relevance v. App Value – 95% use free Apps; 41% use paid Apps – 41% of adults dissatisfied with branded Apps • Lots of Waste on Cost Per Click Mobile Ads – 61% of 18-34 years olds accidentally click mobile ads – 71% prefer Ads that remain inside Apps • Facebook Sponsored Stories – Privacy Issues? – Check-ins, “likes”, wall posts & branded Apps become Ad endorsements shared with friends January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 28 Data Sources: Pontiflex/Harris Interactive, EffectiveUI

Engagement | Innovation • Every New Mobile Idea is Not
a Good Idea January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 29 Image Credit: Walyou.com

Engagement | Openways January 31, 2011 – New York City
HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 30 Mobile Phone Key – Guests Register Online – No Stop at Front Desk – Supports All Cell Phones – Uses Existing Locks – Cards Keys Still Work – Code Change – 12 Secs – More Secure than Cards – Future Support for NFC Unique Sound Pattern • Integrates Distribution / Engagement / Access

Engagement | Openways • Uses Mobile Phone as Room Key
– Engages Guest Prior to Arrival / Through Stay • No Replacement of Door Locks – Device Added to Existing Lock Set • Smartphone App – Downloads Unique Audio Code From Cloud • Feature Phone – SMS Text Message / Calls Server / Plays Code • Supports NFC in Future June 23, 2010 - Orlando, Florida HITEC 2010 - Mobile Distribution Robert Cole | RockCheetah · Page 31

Future | Apple iTravel – Booking June 23, 2010 -
Orlando, Florida HITEC 2010 - Mobile Distribution Robert Cole | RockCheetah · Page 32

Future | Apple iTravel – Identity June 23, 2010 -

Future | Apple iTravel – Itinerary January 31, 2011 –

Future | Apple iTravel – Airport Experience June 23, 2010
- Orlando, Florida HITEC 2010 - Mobile Distribution Robert Cole | RockCheetah · Page 37

Future | Apple iTravel – Airline Experience January 31, 2011
– New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 38

Future | Apple iTravel – Hotel Experience January 31, 2011

Future | Apple iTravel – Conference June 23, 2010 -

Future | Apple iTravel – Event Experience June 23, 2010
- Orlando, Florida HITEC 2010 - Mobile Distribution Robert Cole | RockCheetah · Page 50

Future | Apple iTravel – Cruise Experience January 31, 2011

Future | Apple iWallet – Transaction January 31, 2011 –

Future | Apple iWallet – Transaction • Backed by ISIS
Network (AT&T + Verizon) – National Mobile Commerce Network January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 59

Future | Apple Auto-App Delivery January 31, 2011 – New

Essential Takeaways • Most Important Step – Define Strategy –
Key Decision Apps v. Mobile Web • Depends on Guest Needs & Technical Resources • Source Traffic from 3rd Party Sites – Social Media Sites, Location Based Services – Mobile Links & Mobile Landing Pages are Essential • Move from Flash to HTML5 for Apple iOS • Must Establish Metrics & Monitor Analytics – Requires Integrated 360° View • Web | Mobile | E-mail | Social | Call Tracking | SEO January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 61

This is Only Beginning – Thank You Questions? Copies of
the Presentation? Comments? Contact Me: Robert Cole mail: [email protected] phone: +1.262.309.9560 skype: robertkcole twitter: @robertkcole web: rockcheetah.com/blog/ January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 62

Mobile Marketing for Resorts - Today and Tomorrow

Mobile Marketing for Resorts - Today and Tomorrow

Transcript

More Decks by Robert Cole

Featured