Presentation by Robert Cole of RockCheetah to Hospitality Sales & Marketing Association International (HSMAI) Resort Best Practices Group on January 31, 2011 at New York Marriott Marquis Hotel
– 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
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
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)
• 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
– 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
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
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
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
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
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
– 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
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
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
• Group Members – Leisure – Business • Local Neighbors January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 23
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
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
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
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
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
– 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
Network (AT&T + Verizon) – National Mobile Commerce Network January 31, 2011 – New York City HSMAI Resort Best Practices • Mobile Robert Cole | RockCheetah - Page 59
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
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
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