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usebutton.com
Inspiration & Discovery
Booking In-Transit
Stages of the Traveler Customer Journey
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
Google, 2014
87%of these events occurred on mobile
34 Searches5 Videos380 Web Page Views
One Trip In Planning…
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.
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.
There we have it…
Copy and paste it into Google. And here I am seemingly finding
the direct supplier myself.
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
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.
Google, 2015
46%made their final booking decision on mobile yet moved to another device to complete
Bookings: Still a Mobile Gap to Close
Criteo, 2016
Mobile Travel Bookings
46%Mobile Web
57%In-App
151 tapson mobile from decision to
travel purchase
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.
After inputing my travel details, I wait for results, and scroll through, maybe even
filtering to find the right time, price, or flight duration.
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.
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.
Now I have to enter my information, my name, birthday
and gender, maybe even my frequent flyer program, and hit
continue once again.
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.
So I double-tap my home Button and abandon, probably
to go do this whole process over again on desktop.
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.
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.
I get a great preview of the hotel and an option to book in app or in
mobile web.
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.
“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
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
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.
And when I tap…
I see a preview of the deals from Groupon, for example, nearby my
hotel.
And after selecting the deal I’m interested in, I am sent to install or
directly to Groupon’s app to complete my purchase.
Inspiration & Discovery
Booking In-Transit
Button Connects Mobile Experiences
Local Experiences for Destinations, Too
With Results You Can MeasureMeasurement, attribution, and affiliation built right in