Category Archives: Mobile Marketing

Getting the Most Out of Multi-Channel Marketing

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A problem for hoteliers in today’s multi-channel world is having a database full of guests with which you cannot effectively communicate.  Whether this includes linking data from your mobile platform to your customer relationship management system, effectively using social data or combining online and offline information, a clear marketing plan starts with having all this vital information centralized.

No hotel company wants to base their marketing strategies on unsound data, but to overcome these challenges, hotel companies need a way to pull all of the data related to their guests into one system.

Why is integrating data from online and offline channels a challenge?

1) Understanding the emerging channels that comprise online data, bringing together that data and making sense of it all is no small feat.

2) Even traditional channels, such as guest profiles and loyalty program data, can produce problems because of missing or duplicate data.  Consider every time a brand new profile is created for an existing guest who makes a reservation through a new channel.

In a recent SASBlog post, Natalie Osborn, examines how using data integration and data quality capabilities can help pull your data into one system.  Osborn explains that data integration helps you consume the online data you have coming in, while data quality helps you match the online data with your offline customer profiles.

What are the benefits of a solid data management system?

Once you have your system in place, you can add to it with new sources of data and analytics.  Combining offline profile information with social media data may give you a clearer understanding of your guests’ needs.  The key is to have the data quality and data matching in place to maintain an accurate profile of your guests.

From here, you have the opportunity to take this data a step further with a preference center.  This allows you to manage interactions with your guests across a variety of platforms.  Preference centers can help you understand important information about your guests, such as email addresses and social media profiles.  You can learn ways in which communicating with customers is appealing to both sides.

To learn more about integration of data from online and offline sources, click here.

Just How Big a Deal are Same-Day Hotel Bookings?

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Mobile devices have taken the travel and hospitality industries by storm in recent years with companies focusing their efforts on creating mobile websites, applications and more to help attract a new generation of travelers:  millennials.

Mobile and same-day booking trends are transforming the user experience in hotel bookings, but the travel research and booking experience is still very much a multi-device phenomenon.  Desktops, phones, tablets and even walk-ins all still play an important role in the booking process.

A recent Skift travel article looked at the user behavior from partners of Sojern, including major brands like Starwood, Hyatt and Hilton.  Sojern’s data showed that in Q4 of 2013, 29% of U.S. hotel bookings were done on the same day – defined as within 24 hours – of their stay.

These numbers clearly demonstrate a shift in the timing of hotel bookings, as well as the way rooms are booked.  Brad King, Sojern’s vice president of sales and marketing, says his company’s numbers do not necessarily portray the U.S. hotel-booking sector as a whole.  They are, however, worth considering for the directional trends they depict.

Why is this Important?

Although same-day and last-minute bookings, especially on mobile devices, area a resounding trend, it is still a multi-device environment.  Consumer behavior varies widely with some individuals and groups preferring to book much further out.  The accommodation type also typically has an effect on consumer behavior with travelers looking to book at luxury and all-inclusive resorts typically planning their getaways over a longer period.

Hotel marketing that focuses overwhelmingly on last minute and mobile would likely bypass a majority of bookers.  This is why travel marketers and revenue managers need to craft their campaigns to take this diversity of booking patterns into account.

To read the full Skift article and to learn more about what major players in the OTA industry had to say about the Sojern report, click here.

The State of the Online Travel Industry in 2014

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State of Digital recently released a Travel 360 report after collating the viewpoints and analysis of experts, thought leaders and key commercial players of both the hospitality and travel industries.  The report aims to act as a marker of the level of integration between travel brands and the various online channels within digital marketing.

The key trend throughout this report is the idea that companies must be able to adapt their business and marketing models in an attempt to future-proof their businesses.  Facilitating ongoing relationships and interactions with travel consumers has now become critical to survival.

The following are seven key points highlighted in this report that you should keep in mind going forward.  They address challenges facing businesses today, and the holistic approaches and angles that will provide real value, strategy and insight to your brand.

1) Communicating a holistic brand message, consistently across all channels, is now very important to a brand’s long-term prospects.  Consistency is crucial when planning your marketing strategy.  It is important that your message is the same whether consumers see it on your website, in e-mail blasts, on a mobile site or from a third party site (OTAs, vertical marketing sites, metasearch engines, etc.)

2) Brands need to install a startup culture and nurture a digital experience that runs through the business.  Word of mouth is a great way of advertising to dozens of people, but those numbers will not sustain your business over the long haul.  “Rewriting the rule book” should not be seen as a negative experience, but rather as growing with the always-changing digital landscape.

3) Storytelling helps the digital travel industry to get the right customers in the right way.  Honest, authoritative and local content, infused with quality storytelling is the future of travel content.  The millennial generation is looking for a unique experience when planning a getaway.  Capturing that audience by telling your own unique story will be an important marketing tool going forward.

4) Storytelling, marketing, PR and outstanding content will inspire loyalty and provide long-term success to a brand.    Brand loyalty has recently taken a step back to deals when consumers are planning to travel.  Re-establishing brand loyalty with quality content and marketing is a key to survival in the future.

5) There is going to be an increasing trend towards personalization and the creation of more unique experiences.  As noted earlier, this is precisely what a new generation of traveler is looking for.  Millennials are willing to spend the money if they believe their experience will be unique

6) Mobile is the biggest growth area in terms of sales.   Recent projections by PhoCusWright predict that U.S. mobile bookings will almost double in 2014 to $24.3 billion, up from $12.3 billion in 2013.

7) Mobile has led to the rise of the ‘always connected traveler’ and the possibility of in-experience interactions with brands.  Social media allows guests to provide feedback and interact with a company in a way that has nearly usurped the role of the on-site concierge.  Travelers use their mobile devices for everything from getting directions to their accommodations, to finding a restaurant or tourist attraction during their stay.

To download and read the full State of Digital Travel 360 report, click here.

Why Mobile Marketing Will Continue to Grow

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There was a time, although it seems inconceivable, when online video and mobile executions were dismissed as pipe dreams.  The principles were appealing, but the idea that technology would develop into such an integral part of everyday life still seemed futuristic.

Today, innovation across channels has saturated the mainstream, and mobile devices are now ubiquitous.  It is hard to imagine a time when Nokia and Blackberry owned the market.  This was a time when touch screen was not yet part of our daily vocabulary.

We are now living in an era of the mobile makeover, a time where mobile technology has changed how consumers shop, engage and absorb information forever, and there is an expectation of continued rapid growth in the future.

A recent Gartner report indicated that worldwide ad spend in mobile will increase to $18 billion in 2014, up from $13.1 billion in 2013.  It is expected to reach $41.9 billion in 2017, accounting for 56.69% of total digital ad spend.  Eventually, mobile will dictate how marketers leverage more traditional advertising strategies like desktop display and search, and these are four reasons why:

Mobile Devices are Mobile

The days of marketers depending on users being in a stationary location with time to peruse content with a discerning eye is a thing of the past thanks to a multitude of desktop distractions and multiple platforms from which information can be accessed.

These days desktop computers and even laptops do not offer the same direct exposure as mobile.  Marketers now must concern themselves with reaching a consumers with greater frequency and, most importantly, while they are on the go.  People are looking to search, shop, buy and connect with a few clicks and swipes of the hand 24/7.

The King of Local

Mobile creates a variety of intricate, real-time marketing opportunities for small, medium and large-scale advertisers because more often than not, search on mobile indicates immediate intent.

Due to the rise of hyper-local technologies (Wi-Fi hotspots, tracking services, etc.) some reports indicate that local will overtake national mobile ad spending by 2017.  These technologies allow advertisers to target the “always on” mentality with advertising approaches like geo-aware, geo-fencing and geo-location.  These strategies position mobile as the optimal channel for ad relevancy incorporating the right ad, at the right time, in the right place.

Mobile Creativity

Mobile rich media is not just grabbing users’ attention at first glance.  It is proving tremendously effective at holding attention and prompting them to engage at much higher rates than desktop display or rich media have ever seen.

Innovative mobile formats are dominating the mobile web and taking consumers for the ride, and this has spread to in-app, in-game, Facebook Newsfeed ads and other larger formats.  Often times in mobile, size does matter.

Steadfast Adoption

At the end of 2013, it was reported that there were more mobile devices in the world than people.  Other stats claim that 80% of smartphone users want more mobilized products and that mobile coupon users in the U.S. will reach 53.2 million by 2014. 

With this rise in consumer mobile usage, it is important for marketers to dedicate more time towards increasing their mobile strategy.  The must find creative ways to integrate their brand within today’s most accessible consumer channel.

Push Mobile Marketing – What You Need to Know

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Are you getting the most out of your marketing campaign?  Do you have a portion of your marketing budget dedicated to mobile marketing?  Is it making a difference or are there improvements you could make to increase your ROI?

A recent Marketing Land column takes a closer look at the difference between push and pull mobile techniques, and how push mobile marketing may be the answer in connecting with guests both on- and off-site.

Defining Pull Mobile Techniques

When customers or consumers are proactively trying to attain the goods or information they need, this refers to a pull mobile technique.  Accessing a responsive mobile website or mobile application allows a traveler to compare availability and rates, but this is not the only way they can acquire this information.

Effective Push Mobile Marketing Techniques

If pull mobile techniques involve a user-driven model, than it makes sense that push mobile techniques originate on the business side of things.  It is important for companies to develop a conversation with consumers, hopefully allowing this to blossom into full-blown brand loyalty.

Mobile applications are a great way to send push notifications to travelers who have already downloaded your app, and getting users to download your app successfully is the first step.   App alerts are a great way for brands to inform consumers of any new app updates or features, as well as notifying users of promotions or other activities.

One thing to keep in mind with app alerts is that all push notifications can be turned off.  Consumers with dozens of apps on their smartphones tend to avoid being inundated with annoying alerts by disabling one or two push notifications.  Depending on the smartphone, push notifications could be disabled as a default setting.  Unless consumers are enabling this feature on their own, your message may not reach them.

Another way to reach consumers is the use of mobile messaging.  Here are three keys to building the right mobile message for your brand:

-Decide whether your message requires a short message service (SMS) involving just text or a rich message service (RMS), which also includes some type of media (photo, videos, etc.) as well.

-Make sure your message is timely (90% of text messages are read within three minutes of delivery)

-Include a strong call to action.  If you are offering a deal or promotion, include a deadline to increase the urgency of the consumer.

Regardless of what type of push mobile marketing your business is using, the key to its effectiveness will be a continued development of a more personal relationship with potential buyers.  This will help to increase brand loyalty, and should result in future business down the road.

Discussing Hotel Distribution Strategies

parityrate 1 click logoIn a recent interview with EyeForTravel, Sascha Hausmann, CEO of Busy Rooms, discussed hotel distribution developments in 2013, as well as trends to monitor in 2014.  Here are some of the key points Hausmann covered in her examination of distribution strategies.

Major Developments in 2013

Alternative distribution, outside of the regular and traditional OTA business, was a hot button issue last year.  It is clear that travelers like the ability to compare products.  This is where metasearch engines have made great strides.  Allowing travelers to not only compare properties in a given location, but to find the best price from a range of OTAs has given metasearch channels a leg up on the competition.

Major Trends to Keep an Eye on in 2014

1) Continuous growth in mobile and a shift from web-based searching and booking to mobile web-based

2) A focus on direct distribution fostered by metasearch

3) Rate parity will become a tool used by hoteliers rather than forced by OTA/tour operators

How to Optimize Your Effectiveness

In recent years, the focus for most hotels has been which mix of OTAs will provide the most visibility for your property.  However, with the advent of metasearch engines and the growth of online advertising options, the right mix of OTAs is no longer enough.  Travelers do not easily group themselves around specific channels anymore, instead using a broad range of outlets.

The Role of Channel Management

The channel management industry came into existence to solve that problem of managing a variety of different outlets, both in terms of availability and pricing.  However, these channels have not progressed from being just another online travel agency management tool.

Hausmann predicts that the next generation of channel management will be able to go far beyond just managing the online booking sector, but will also allow for centralizing online marketing opportunities and direct consumer traffic while providing detailed performance metrics and market intelligence.

To read this EyeForTravel interview in its entirety, and to learn more about distribution strategies, click here.

ResortsandLodges.com Forms Partnership With Barefoot Technologies

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FOR IMMEDIATE RELEASE

ResortsandLodges.com Forms Two-Way Integrated Interface With Barefoot Technologies

Minneapolis, Minn., —  ResortsandLodges.com, a leading worldwide Resort and Lodge destination travel website, today announced it is partnering with Barefoot Technologies, one of the founding browser-based vacation rental systems in the travel market, in order to provide ResortsandLodges.com travelers access to more than 20,000 vacation rentals.

Founded in 1999, Barefoot was officially the first browser-based vacation rental system on the market.  They are currently one of the few systems to offer customer relationship management (CRM) software, social media, document management and the most innovative work order system on the market.  They have also attracted more than 20,000 vacation rentals properties, and offers online availability, rates and booking options.

 Thanks to the new integrated two-way interface, Barefoot Technologies will be able to publish comprehensive rental details with online rates and availability for ResortsandLodges.com’s nearly 10 million guests to book online.  This two-way interface offers Barefoot’s customers a new channel to attract new travelers and will save the property owners time so they don’t have to individually update rates and availability.

“We have an endless pursuit to ensure our travel audience is able to access the largest collection of accommodations across the world and be able to book them online. This ability will offer travelers the chance to create truly memorable vacation experiences. In order to meet our traveler’s demand we are connecting with where the availability isn’t typically sold on travel sites we may have become familiar with; Expedia, Priceline, Hotels.com and Travelocity. Our partnership with Barefoot Technologies is very exciting; we will be able to offer our nearly 10 million guests access to book real-time availability with more than 20,000 unique rental properties across North America,” said Ryan Bailey, CEO of ResortsandLodges.com.

“Our customers are always interested in connecting with shopping sites to generate new customers and it is difficult to do so with major OTAs like Expedia and Hotels.com because of their traditional high commission rates.  It is exciting to find a company like ResortsandLodges.com offering a channel that is more feasible for resort and property managers,” said Ed Ulmer, President of Barefoot Technologies.

About Barefoot Technologies - Barefoot is a leading provider of browser-based reservation and asset management systems in the vacation rental industry. It has the distinction of being the first browser system in the industry, the first to provide online booking, tenant, owner access and to offer social media tools and is designed to be tailored to meet clients’ exacting needs. Barefoot is also the only system with a full Customer Relations program wrapped into the program, which in effect makes it the only full service system in the industry. Founded in 1998, by leading technology and industry players, the “.NET platform” has become a standard for those who are trend setters in the industry and those who desire to dominate their market with unique functionally. For more information, please contact Barefoot at 603-428-6255, A...@barefoot.com

 About ResortsandLodges.com

ResortsandLodges.com® is a comprehensive online resource for leisure travel with access to unique accommodations worldwide. The site provides the ability to plan and book memorable experiences at resorts, vacation rentals, cabins, holiday rentals, villas, condos, cottages, lodges, boutique hotels, B&B’s and vacation hotels.

 Founded in 1998, ResortsandLodges.com was one of the first major leisure travel sites established on the Internet. Over the years, ResortsandLodges.com has received numerous awards and accolades for web design, outstanding usability, fast page loading speeds, and skillful information display.

 

Mobile Travel Market Set to Double in 2014

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Regular readers of the ResortsandLodges.com Business Blog have probably noticed that we dedicate a fair portion of content to emerging technologies and maximizing the tools available to the modern traveler.  Your website’s visibility depends heavily upon receiving views from a wide variety of sources, including smartphones and tablets.

How important are mobile devices for the future of the travel and hospitality industries?  Recent projections by PhoCusWright predict that U.S. mobile bookings will almost double in 2014 to $24.3 billion, up from $12.3 billion in 2013.  This means that mobile bookings – which include both smartphone and tablet bookings, but not reservations made under a “click-to-call” function – will account for 18% of the online travel market, and that $1 of every $12 spent on travel bookings will be generated via mobile.

With these numbers in mind, ResortsandLodges.com released a newly enhanced version of its mobile website at the beginning of the year, and has instantly seen positive results.  Nearly 30% of website visitors through the first three weeks of 2014 accessed ResortsandLodges.com through a mobile device.  Just over half of this demographic (15.9%) accessed the site on a tablet, while 14% of customers hopped on from a smartphone.

“I’m excited that our website now has an outstanding platform that caters to mobile users,” said Bryan Vargas, Director of IT.  “It is always important to deliver a first-rate experience to such a significant portion of our traffic.”

More Key Facts and Figures

-Despite having a similar visit duration time (2 minutes 48 seconds) as desktop (2:56) and tablet users (3:26), smartphone visitors at ResortsandLodges.com view more than three times as many pages (9.38) as those using a desktop (2.58) or tablet (2.77).

-Travelers from New York, Chicago and Minneapolis have been the most frequent users of the mobile site from smartphones.  The top three cities from which tablet users originate are New York, Houston and Chicago.

-Apple products dominate the landscape for mobile visitors at ResortsandLodges.com, with the iPhone (44.4%) and iPad (27.3%) making up 71.8% of the mobile viewing audience.

Marketing E-mails Going Mobile

Having mobile capabilities is not just important for a company’s website.  It is also important for marketing purposes.  According to a report from Movable Ink, an e-mail marketing provider, 65% of marketing e-mails were opened on mobile devices during the last quarter of 2013, up from 61% during the third quarter.  These percentages skewed heavily in favor of e-mails opened on smartphones (48%) over tablets (16%).  To see more data from the Movable Ink report, click here.