Trend AssessmentMobile Booking Apps

Chuck Turnblad

Tracey Vang

Ali Wade

Overview of Mobile Booking Apps

Section 1

• Leisure travelers are becoming more educated

• Using internet to do research

• Not only take advice from friends/family

• Want to give opinion

• Social Media is increasing bookings

• Booking used to be done by computers

• ¾ Business travelers own a smartphone

• Half of leisure travelers own a smartphone

• In 2012, 2/3 business travelers planned travel through search engine apps, increasing smartphone bookings 69%

• Mobile booking is quick and convenient for tech savvy travelers

• 53% of travelers surveyed are still skeptical about the security of apps

• They feel they have little knowledge about mobile payment and apps

• The younger generation is more familiar with apps and social media

• More spontaneous and looking for a great deal

• Book now on smartphones, Kindle Fire, Android Tablets and the iPad

Impacts of Mobile Booking for Hotels

Section 2

The Ritz-Carlton Hotel Mobile AppCase 1

• Booking engine for guests

• Personalized tips & features• `Hidden gems’

• Personalized suggestions

• Scanning of QR codes-activities to do

• “Meaningful” and “Relevant”

• Cultivated into more of an experience

• Less of a necessity

• Provides access to interesting facts they would not have otherwise known.

Perceptions of Ritz-Carlton

• Addressed the trend in a cliché way– Need for mobile

booking

– Add on features

• QR scanning feature on app – Creative way to

market activities at hotel

• To Improve:– Put more emphasis

on booking feature

– Advertising distinction between other hotel brand apps

Marriott's Fairfield Inn & Suites Mobile AppCase 2

• Mobile video advertisements to promote booking

• Promotional videos

• Shares the brand story in appealing way

• Strength brand image

• Other Features

• Overall Success

Perceptions of Marriot

• Video Advertising:

– Inspiring

– Differentiate from other hotel brands

• To Improve:

—Busy or frequent consumers may prefer simpler function for booking

Mobile Booking in Other Industries

Health Care & Wellness

• Patients to schedule doctor appointments

• Dentist appointments

• Chiropractor

• Manicure or pedicure

Entertainment

• Already present in industry

• Sporting tickets

• Booking movie tickets

Interview

Section 3

How do you see the trend of mobile booking

impacting the business landscape?

“Mobile booking will certainly end traditional travel

agents and even have a negative impact on web site

bookings such as Orbits and others.

The modern traveler wants everything instantly, so

the apps serve a great purpose.”

Charles R. Turnblad, Jr.

How do you see that mobile booking will change

moving forward?

“Mobile apps will become more sophisticated.

Transferring information into your computer calendar

will be more available, storing info in just about any

electronic device will become the norm.”

Charles R. Turnblad, Jr.

What do you see will be needed to stay ahead of

competitors in regard to mobile booking?

“To stay ahead in mobile booking simple requires

more creativity and imagination in determining what

the market demands. The quicker, easier, user-friendly

mobile booking can be, the greater the success. It is

truly the wave of the future.”

Charles R. Turnblad, Jr.

“Based on all the conferences and industry updates I have

attended, using cellphone/mobile apps, etc. for reservations

is the thing of the future.

Most hotel chains and major brands have apps available and

it is a convenience that many business travels and even

leisure travelers are using more and more. Travel agents are

becoming more a thing of the past.”

Dan Creed

Instructor, Hospitality Management Dept

Normandale Community College

Charles R. Turnblad, Jr.

References

1. http://www.newmediatrendwatch.com/world-overview/91-online-travel-market2. http://www.businesstravelnews.com/Hotel-News/IHG-expanded-its-mobile-

booking-apps-to-be-available-on-the-Kindle-Fire,-Google-TV-and-Android-tablets/?ib=Technology&a=mgmt

3. http://www.huffingtonpost.com/paul-brady/mobile-booking-travel_b_1613844.html

4. http://www.nytimes.com/2011/05/05/business/05APPS.html?_r=05. http://www.mobilecommercedaily.com/marriott-banks-on-mobile-video-to-

drive-bookings6. http://www.boston.com/travel/explorene/blogs/packup/2012/05/ritz-

carlton_launches_mobile_a.html7. Dan Creed

Professor in Hospitality Management DepartmentNormandale Community College 9700 France Av. S.Bloomington, MN 55431