HSMAI Resort Marketing Best Practices - Mobile

PowerPoint Presentation

HSMAI Resort Best Practices

Mobile Marketing for Resorts Today and TomorrowRobert Cole | RockCheetah

New York Marriott Marquis | January 31, 2011

Image Credit: Leeks on Flickr

Presentation OverviewCurrent LandscapeWhy Mobile Changes EverythingBeware of the SplinternetTraveler EngagementGuests are More Important than TechnologyTechnology Enables Relevant InteractionFuture ImplicationsFrom Anytime/AnywhereTo Everytime/EverywhereJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 2

Landscape | Mobile Changes It AllJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 3

Landscape | Mobile & TravelJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 41. 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.

$20M2008

$160M 2010 Projection

Data Sources: : Forrester, 2009. Google Internal Data, February 2010. InsightExpress, February 2010. PhoCusWright, January 2010

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Landscape | Travel ImpactLeisure Travel Related Activities Performed Using Mobile Device2010Researched Upcoming Trip62%Read Reviews of Other Travelers52%Checked Into Hotel, Flight, Cruise, etc.47%Requested More Information Related to Trip41%Reserved or Booked a Hotel, Flight, Cruise, etc.38%Downloaded a Travel Related App32%Watched a Travel Related Video31%

January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 5Data Source: Google Internal Data IPSOS/OTX (2Q 2010)

Landscape | Mobile Hotel SearchJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 6iPhoneiPhone 3GAndroid G1Blackberry StormPalm PreiPhone 3GSAndroid myTouchAndroid Nexus OneMoto Droid & ErisGoogle Mobile Hotel Category Query GrowthDevice LaunchesSignificant Growth in 3 YearsData Source: Google Internal Data

Landscape | Mobile PlatformsHardwareHandheldTabletOperating SystemiPhoneAndroidBlackberryWindows PhoneSoftwareMobile WebMobile ApplicationsJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 7

Landscape | Mobile Platform Shift

January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 8

Landscape | Enabling TechnologiesMobile SensesTouchscreen (Touch)Camera (Sight)Light Sensor (Sight)Microphone (Hearing)Speaker (Speech)GPS (Location)Accelerometer (Orientation)Smartphone CommunicationTelephoneText MessagingInternet BluetoothNear Field Communications (NFC)Most Importantly, Access to Essential InformationCalendarAddress BookWalletPreferencesJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 9

Engagement | Google Goggles


Landscape | Android Voice ActionsJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 11

Landscape | Word Lens TranslationJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 12

Landscape | Mobile ComplexitiesOne Size Definitely Does Not Fit AllSmartphoneLimited Screen Real EstateDesktop / NotebooksNo TouchscreenAppleNo Flash VideoiPadNo Mouse SupportBottom Line: Get Professional AssistanceJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 13

Landscape | The SplinternetJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 14

Landscape | The SplinternetJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 15

Landscape | Mobile ToolsBooking | Kayak, OpenTable, Southwest AirlinesItinerary Management | TripIt, Traxo, WorldMateDestination Information | Lonely Planet, WhereLocation Based Services | Foursquare, GowallaMapping & Navigation | Google Maps, HappyHoursProduct Reviews | TripAdvisor, Yelp, Zagat Augmented Reality | Layar, RealSkiMobile Payments | Square, PayPal, QR Codes | Like BarCodes Used to for Downloads & LinksText Messaging (SMS) | Offers, Alerts, Contests Key Consideration:What Capabilities do Guests Need? What Sites do Guests Use?January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 16

Landscape | Apps v. Mobile WebApp Options Tight Hardware IntegrationCustom Development (Mobile Developer)Customized Template Provider (Mobiata)Cross-Platform Support (Kony Solutions)Mobile Web Options Single ImplementationWithout HTML5, No Camera, GPS Access HTML5 Internally Supports Video | Avoid FlashCustomized Template Provider (Movitas)ObjectiveTouch Friendly Website for Phone or TabletJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 17

Landscape | Key TrendsForrester (Jan 2011):Social Location Huge; No Meaningful RevenueDumb Smartphones; New Users Less EngagedMobile Marketing Spend Growth; Finds ROIQR & AR Now; NFC Testing; 4G & LTE ComingGartner/IDC (Jan 2011):Developers: 92% iPhone, 87% Android & iPad Mobile App Revenues to Increase 10x in 3 YearsAvg. App Store Take 30% of RevenueJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 18

Landscape | Mobile NetworksSuper Wi-Fi (White Spaces)High-speed wireless broadband networkingManage databases that coordinate usage underutilized broadcast frequenciesUS Federal Communications Commission9 companies received conditional approvalGoogle, Comsearch, Frequency Finder, WSdb, KB Enterprises & LS Telcom, Spectrum Bridge, Key Bridge Global, Neustar, Telcordia Tech.January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 19

Engagement | Key ConstituenciesIn Priority OrderGuestsEmployeesOwnersAll Share Identical ObjectivesRelevant InteractionSimplificationValueJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 20

Engagement | 7 Travel PhasesJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 21Image Credits: Dru!, BlatantWorld, adwriter & Stuck in Customs on Flickr

Engagement | 6 Hotel Stay PhasesJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 22

Image Credits: Werner Kunz, BlatantWorld, spettacolopuro & M.V. Jantzen on Flickr

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Engagement | Guest ExperienceIndividualsCouplesFamiliesGroup MembersLeisureBusinessLocal NeighborsJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 23

Engagement | Touch PointsStaff v. Guest UsageRooms DivisionFront DeskConciergeHousekeepingFood & BeverageDining RoomsRoom ServiceBarsBanquetsRecreationGolfSpa


Engagement | Mobile DevelopmentREMEMBERYour Current Website isnt a Mobile SiteUsers Want Seamless Web-Phone-Tablet Experience YOU MUSTProvide Information QuicklyFocus on Specific TasksOffer Direct Paths to ContentLeverage Device FeaturesDEFINE STRATEGYIdentify Customer Contact PointsIntegrate Information and Workflows January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 25

Engagement | Mobile FunctionalityOne-click Driving DirectionsKnow Phone Location / Known DestinationClick to TalkProvide Phone Number in Mobile AdsInclude Context Appropriate Phone NumbersIntegrate Social NetworksHelp Customers Promote Your Brand / LocationNegotiate Development Costs AggressivelyRestaurant Group: 23 Sites = $8,000 (Orig. $37K)January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 26

Engagement | Mobile ImpactsApps Work Well for Highly Engaged Users25% of iPhone & Android Users >2 hours/day Using AppsBooking Functionality is Expected by ConsumersSupport Branded Assets by Driving Downloads & UsageRemember Its Still a Phone!Include Phone Number In Ad TextIncreases Click-Through-Rate 5-30%Google Mobile Calls Compared to Other Lead Sources22% More Likely to be Relevant31% More Likely to Result in Booking1 Out of 3 Mobile Searches Has Local Intent

January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 27Data Source: Google Internal Data

Engagement | Mobile PitfallsFlash Video Not Supported by Apple Big GapApp Relevance v. App Value95% use free Apps; 41% use paid Apps41% of adults dissatisfied with branded AppsLots of Waste on Cost Per Click Mobile Ads61% of 18-34 years olds accidentally click mobile ads71% prefer Ads that remain inside Apps Facebook Sponsored Stories Privacy Issues?Check-ins, likes, wall posts & branded Apps become Ad endorsements shared with friendsJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 28Data Sources: Pontiflex/Harris Interactive, EffectiveUI

Engagement | InnovationEvery New Mobile Idea is Not a Good IdeaJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 29

Image Credit: Walyou.com

Engagement | OpenwaysJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 30Mobile Phone Key

Guests Register OnlineNo Stop at Front DeskSupports All Cell PhonesUses Existing LocksCards Keys Still WorkCode Change 12 SecsMore Secure than CardsFuture Support for NFCUnique Sound Pattern

Integrates Distribution / Engagement / Access

Engagement | OpenwaysUses Mobile Phone as Room KeyEngages Guest Prior to Arrival / Through StayNo Replacement of Door LocksDevice Added to Existing Lock SetSmartphone AppDownloads Unique Audio Code From CloudFeature PhoneSMS Text Message / Calls Server / Plays CodeSupports NFC in FutureJune 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah Page 31

Future | Apple iTravel Booking

June 23, 2010 - Orlando, FloridaHITEC 2010 - Mobile DistributionRobert Cole | RockCheetah Page 32

Future | Apple iTravel Identity


Future | Apple iTravel ItineraryJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 34



Future | Apple iTravel Airport Experience


Future | Apple iTravel Airline ExperienceJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 38




Future | Apple iTravel Hotel ExperienceJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 42







Future | Apple iTravel Conference


Future | Apple iTravel Event Experience


Future | Apple iTravel Cruise ExperienceJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 51







Future | Apple iWallet TransactionJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 58

Future | Apple iWallet TransactionBacked by ISIS Network (AT&T + Verizon)National Mobile Commerce NetworkJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 59

Future | Apple Auto-App DeliveryJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 60

Essential TakeawaysMost Important Step Define StrategyKey Decision Apps v. Mobile WebDepends on Guest Needs & Technical ResourcesSource Traffic from 3rd Party SitesSocial Media Sites, Location Based ServicesMobile Links & Mobile Landing Pages are EssentialMove from Flash to HTML5 for Apple iOSMust Establish Metrics & Monitor Analytics Requires Integrated 360 ViewWeb | Mobile | E-mail | Social | Call Tracking | SEOJanuary 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 61

This is Only Beginning Thank YouQuestions?Copies of the Presentation?Comments?

Contact Me:

Robert Colemail: [email protected] phone: +1.262.309.9560skype: robertkcoletwitter: @robertkcoleweb: rockcheetah.com/blog/January 31, 2011 New York CityHSMAI Resort Best Practices MobileRobert Cole | RockCheetah - Page 62