Post on 24-Dec-2014
description
How Mobile Technology Is Shaping Hospitality
Des O’Mahony PhD CEO & Founder, Bookassist
Inside View1
the guest is the driver
the guest will expect connectivity
200MBunlimited€52
200MBunlimited€52 a month~€1.75 a day =
cheaper than your morning coffee on the way to work!
NoneOne DeviceTwo DevicesThree or More
QUESTION: How many wifi devices do you travel with?
SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com
3+
2
1
iWatch?
13High Bandwidth
+Always On - - Just One Room
$15$15 for Premium$10It Should Be Free
QUESTION: How much would you pay for wifi access?
free!
SmartBrief Media Services White Paper on Top Hospitality Tech Trends June 2013 smartbrief.com
Not specifiedFree Wifi specifiedWifi/internet specified
Searches for hotels that we see in Bookassist specifying wifi
wifi?
free
wifi?
Bookassist client search volume analysis January to September 2013 bookassist.com
Not specifiedWifi/internet specified
wifi or intern
et
Searches for hotels that we see in Bookassist specifying wifi
Bookassist client search volume analysis January to September 2013 bookassist.com
poor wifi is damaging your business
the connected user you’re
annoying has the most
influence on your reputation!
20122013
Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014
-11.3%
-8.9%-9.2% -4.8%
-5.4% -2.2% -2.2%
20122013
Guest Sentiment Scores (Extract)Key Drivers: Internet Services!TrustYou Annual Report EMEA January 21, 2014
20122013
Guest Sentiment Scores (Extract)Key Drivers: All Six!TrustYou Annual Report EMEA January 21, 2014
87.1%
67.2%
88.2%
59.0%
76.1% 74.8%-3.8%
the multi-device guest is the norm
react and accommodate now
the guest wants to stay connected
facilitation brings gratitude!
the guest is self-entertaining
opportunity to
outcompete
others!
don’t ration, don’t chargeprepare for increasingly high bandwidth
invest in flexible enabling technology
treat wifi as customer service priority
capitalise on your new capability with new services.
x
digital concierge, mobile check in/out
contextual JIT info
Outside View12
Tap Result
Mobile Search
Expect Info!
app store?
barrier
!
App Web ? or responsive design?
Must look at user behaviour on mobile to choose responsive, webapp or app,
not just reformat same content
We find tablet and laptop/desktop behaviour similar, but small screen
mobile quite different paradigm
Book for today
Contacts phone, map
Photos
Reviews social
Route
Video
TEXT
Offers
send automatically to mobile
easy return to full website
Mobile8.5%
Mobile1.9%
€89k pm
% of direct online revenue
Tangible ROI - Mobile Revenue
introduced webapp
Example: European Hotel Group with <10 Properties
Tangible ROI - Mobile Revenue
~87% revenue uplift with webapp
mobile without webapp
% of direct online revenue
introduced webapp
Example: European Hotel Group with <10 Properties
success on mobile
margin opportunity, don’t discount!
majority bookersare last minute!
must use mobile marketing, optimise G+
customer-facingsolution must
remove barriers
mobile is a key distribution channel
warning!!
potential