Mobile opportunity in travel: Urgency sells best. d · Users booked mobile check-in on the same day...
Transcript of Mobile opportunity in travel: Urgency sells best. d · Users booked mobile check-in on the same day...
d
Mobile opportunity
in travel: Urgency
sells best.
On smartphones.
Tomas Laboutka - CEO & Co-Founder, HotelQuickly
2013 2014
Sources:
Left: BI Intelligence, Gartner, PhoCusWright, Expedia
Right: Morgan Stanley, Google, Juniper Research
The future is mobile.
Current market size of mobile bookings:
USD 10bn
Number of mobile devices
globally: >2bn
Today, only 15% of travel planning
is done mobile
But: 85% would book mobile again
2015
Mobile users > computer users
Mobile will account for 8% of the
total booking volume
m-payment > online payment
Goods worth USD 1.3tn will be
purchased mobile
Mobile travel in APAC.
Time to spare?
ITB World Travel Trends:
USD 357bn travel market in APAC
MasterCard:
54% of Indonesias use
Mobile to shop online
Wego:
48% APAC users use m-search for travel
Shortcuts in determining
your monetization
strategy?
Understand the
real problems of
your mobile users
Mobile money-making strategies. Same
same, but different?
Smartphones
IAB research:
70% users will not leave
smartphone at home
Funsherpa & Lab42:
85% use smartphone while
travelling and abroad
Phablets
Tablets Google:
65% of users do not search for
specific destination
Expedia:
12% mobile users do not know
their target destination & 48% use mobile for aspirational search
?
Tealeaf:
40%
Users expect mobile
search to be better than
PC
Google:
36% Mobile users will not book
if the site is hard to
navigate
Tealeaf:
46% Users worsen their image of
brand, if user experience is bad
Great mobile user experience:
precondition for revenues
Tealeaf:
38% chose different provider,
if bad user experience
Google:
40% Book with m-browser
Google:
12% Book with App
Expedia:
58% app bookings
Monetate:
98% Users switch between devices during the day
Is the $ in App or in mobile Web?
but
but
Do you really know
what mobile user
you are trying to
convert?
Understand customers before targeting
1) Profile customers 2) Screen market 3) Learn & optimize
User behavior:
Use tools to measure
and profile preferences,
backgrounds, interests,
behaviors of customers
Market segmentation:
Position yourself in the
best light: Find where
your target customers
hang out (online), what
they do and like
Measure & track:
Numbers are king:
Constantly observe
whether your marketing
channels are effective &
optimize
Understanding of our user Google: 26%
Mobile queries are last minute
Drew McLellan: 70% smartphone searches result
in action within 1 hour
GuestCentric: 60% Mobile users book for
the same or next night
Orbitz: 70%+ Users booked mobile
check-in on the same day
Expedia: 68% Mobile users check in within 24
from booking
Mastercard: China 70%
Mobile users are attracted to
mobile for special deals
(in HK: 54%)
93% in-Asia Air travel
Mastercard: 40%
Users in APAC are interested in
special mobile only offers
Wego: FREE travellers
replacing group travel in APAC
User profile: different needs • Urgency & spontaneity & Flashpackers
• PhoCusWright: “Universal app needed“
• First time customers
Understanding by analytics
Urgency: proximity
70% use Facebook connect
for sign-up
45% book closest hotel
72% Spontaneous
93% first time guests
19:42 time of booking
Closest
hotel
2nd
Closest
hotel
3rd
Closest
hotel
Other
Campaign funnel management
Interconnected systems
Google analytics EDM system
Flurry
Do you
inspire to book?
NewRelic: ¼ users never
opened the app
Ovum: APAC
5bn apps+
downloaded
Nielsen:
47 apps on
average in SG
Pictures sell more than 1000 words.
Video anyone?
VFM Leonardo: (evening) (video) story: 50%+ higher visual interaction on mobile
Google: 21-26% use video as resource for planning & 45% - 72%
travellers (leisure-business) prompted to book as a result of video site
Mobile Marketing Association: video has 3x better CTR on mobile
Comscore : most frequent purchases in the evening
Target CPA deals to drive your ROI
Social media as a part
of monetization strategy in APAC?
Wego: 61% use soc.media
for holiday inspiration
Wego: 54% buy
because of friends‘ like
EyeForTravel: 87% impact on hotel choice
Expedia: 47% global average of
soc.media impact 54% on purchase
Tailor your mobile offers
Urgent Simple
Unique
Important factors for mobile traveller
Deals
Important factors for you
Brand
protection
Customer
acquisition
Customer
retention
Non-
cannibalizing
Mobile traveller is a moving target.
Localize to monetize
Make a use of GPS &
localisation
Gigaom: 34% Asian
apps are popular only in
APAC
HEBS:
Calls drive 6/10 of
mobile transactions
Starwood:
Mobile users are
20x more likely
to click on a map
HEBS: 1/3 of
mobile search has
local content
Use local languages
& currency
Our inspiration measured
1. Map: +20% engagement (in 1w)
2. Currency localisation: 42% manual 81% automatically targetted
3. Localise offer : +16% in the final step of our funel
4. Tap to call: 30%+ finalized booking
5. Redesign sharing: 210% referral increase
Do you enable
quick and
safe mobile
booking?
Payvia: 44% see slow
check-out as a transaction failure
Derek Nelson: 74% mobile users will leave if the transaction takes too long
Mastercard: 34% Asian mobile users trust local payment providers more
Good feelings - more bookings
Full integration
Localize
Speed
Alternative payments
No Notifications
Connectivity issues
Double payments
Fraud
Excessive security measures
(3D authorization)
Fail:
Defining effective monetization strategy
The checklist: Understood mobile user
Inspired
Collected payment