The Mobile Travel Journey -- Phocuswright Europe Presentation
Transcript of The Mobile Travel Journey -- Phocuswright Europe Presentation
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Inspiration & Discovery
Booking In-Transit
Stages of the Traveler Customer Journey
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Expedia, 2015
156Mpeople in the US who engage
with digital travel content
90%of monthly travel visitors are
on a smartphone or tablet
Inspiration & Discovery: Primarily Mobile-Driven
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Google, 2014
87%of these events occurred on mobile
34 Searches5 Videos380 Web Page Views
One Trip In Planning…
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Let’s take a look at how some of the travel research experiences feel today on mobile.
Say I’m thinking about a trip to Bali, but first, I want to understand some of the potential
hotels there.
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I found a hotel that really appeals to me and I want to know more. But there’s no easy
way to do that from this publisher’s content.
So instead, I decide to copy it myself.
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There we have it…
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Copy and paste it into Google. And here I am seemingly finding
the direct supplier myself.
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Here’s an example of how we can do this better.
Say I’m doing the same activity — looking at hotels I’m interested in for a trip to Miami, and I
find the Faena Hotel on Conde Nast Traveler.
Only this time, there’s a link to send me straight to a booking through Hotels.com
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Even better, this link can preview the hotel for me, and send me straight to Hotels.com’s
app since I’m already a loyal customer (or offer to install it beforehand).
Now I can book simply, and that publisher gets attributed that referral.
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Google, 2015
46%made their final booking decision on mobile yet moved to another device to complete
Bookings: Still a Mobile Gap to Close
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Criteo, 2016
Mobile Travel Bookings
46%Mobile Web
57%In-App
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151 tapson mobile from decision to
travel purchase
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Let’s take a look at how a typical OTA works to drive a user to their end goal —
a booking — that will make them revenue.
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After inputing my travel details, I wait for results, and scroll through, maybe even
filtering to find the right time, price, or flight duration.
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Now the OTA has to check to see if that itinerary is still available with the airline, so I wait here
with this loading screen.
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Great, it’s still available. I’ll check the times again, maybe pick my seats. I scroll down and verify the price one last
time and hit continue.
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Now I have to enter my information, my name, birthday
and gender, maybe even my frequent flyer program, and hit
continue once again.
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Finally, after 5-6 steps, I’m at the booking page. But I still
have to enter my credit card and billing information. I’m not sure how secure the mobile website is, and it seems like too much
effort, so I’ll likely abandon.
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So I double-tap my home Button and abandon, probably
to go do this whole process over again on desktop.
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Let’s see how we can do this better. Here’s an example
metasearch app that I love to use.
And I see a hotel in London I’ve always wanted to stay at.
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And here I get a price comparison and different booking providers. Great. Again, let’s say I’m a loyal Hotels.com user, and even after
searching, they still win me over. I click to book.
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I get a great preview of the hotel and an option to book in app or in
mobile web.
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And again, I’m either prompted to install the app, or am sent directly
to it to book with my same info and payment credentials I’ve used
before. Simple — we’ve reduced 151 taps to a matter of 3 to 4.
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“Travelers now consider their smartphone to be the single most indispensable item they carry with them when they travel…
…ahead of their toothbrush, deodorant and driver’s license”
Expedia, 2016
In-Transit: Smartphone over Hygiene
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TripAdvisor, 2015
Looking for hotels60%
Looking for things to do67%
Looking for restaurants71%
Reading reviews64%
Finding my way around/maps81%
In-Transit: Travelers’ Smartphone Activities
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How can you help in this stage?
Provide services that fulfill the whole travel experience.
For example, on Hotels.com’s app, when looking at my hotel
confirmation, I see a mobile concierge for my stay — including
uber, OpenTable, and Groupon.
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And when I tap…
I see a preview of the deals from Groupon, for example, nearby my
hotel.
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And after selecting the deal I’m interested in, I am sent to install or
directly to Groupon’s app to complete my purchase.
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Inspiration & Discovery
Booking In-Transit
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Button Connects Mobile Experiences
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Local Experiences for Destinations, Too
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