Category Archives: Mobile Marketing

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.

Emerging Travel Trends: The Silent Traveler

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The rise of digital technology and marketing in the hospitality industry has created a new kind of traveler who is adept at all available online and mobile tools.  They use these tools to jump across all industry-defined silos.  These new travelers do not require a lot of handholding, they shun human interaction and know their way around everywhere they go.

These travelers were documented in a Skift report titled, “14 Global Trends That Will Define Travel in 2014.”  How can you reach these travelers and keep them satisfied during their stay at your property?  Let’s take a look at some options that are geared towards the newly emerging “Silent Traveler”.

Mobile Check-in Opportunities

No traveler really enjoys the tedious process of a front desk check-in.  Waiting in line can be a hassle, and Silent Travelers do not always feel comfortable with extended amounts of face-to-face interaction.  One of our recent blog posts, “Hotels Expand Mobile Check-In Options” discusses steps hotels are taking to make the check-in process simpler and mobile-driven.

Third Space Creativity

Silent Travelers still need a place to be able to operate the technology they travel with, putting a premium on creating a usable third space on your property.  All travelers are looking for Wi-Fi connectivity, and most of them believe this should be a complimentary service.  Click here to learn more about third spaces.

Response to Feedback

If the hospitality — the actual human to human interaction — part of the travel industry becomes less and less important, how does the industry define itself? How does it understand the needs of its customers and fulfill them?

Although these Silent Travelers may not be talking to people face-to-face, they are often jumping on review sites, or a property’s own website, to leave feedback about their stay.  It is important to manage these channels and respond to this feedback as soon as possible.  This ensures that the voice of the Silent Travelers is being heard, and their concerns are addressed like those of any other guest.

A Day in the Life of a Data Traveler

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Improving the travel experience is a goal across the entire hospitality industry.  Technology now plays a critical role in the travel experience and smartphones have now become one of the most essential travel accessories today.  In 2013 alone, mobile data traffic soared, reaching 12 times the size of the entire global Internet in 2000.

Kelsey Cox of Marketing Tech Blog examines how smartphones have changed the travel experience, and influence how you make decisions.  Here are some of the key statistics she highlights in a helpful Infographic created by Mophie:

  • 82.6% of leisure travelers use their smartphones all the time on vacation.  This is a similar number to the percentage of leisure travelers (88%) who identify their smartphones as the top must-have device when on vacation.  Smartphones rank ahead of digital cameras, GPS and tablets.
  • On average, the top daily cell phone activities include:  talking on the phone (23 min./day), texting (20), e-mailing (18), browsing websites (16 ) and social networking (11).
  • Leisure and business travelers both have the need to feel connected while they are traveling, producing a skyrocketing of data usage while abroad.
  • Many travelers, unfamiliar with an area, will use their phones to find the perfect restaurant, an internet café or the closest beach, hotel or tourist attraction.

Find out more about a typical day in the life of a data traveler and take a closer look at the Infographic here.

Hotels Expand Mobile Check-In Options

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As you have seen in many of our recent posts, a number of key trends and tips in the hospitality and travel industry focus on the expansion of multi-channel travelers.  Everyone is traveling with a smartphone or tablet, and hoteliers need to recognize how important a tool these devices can be throughout the travel process.

The recent boom of mobile websites and applications allows travelers to book rooms with the click of a button.  Now, because of a growing demand from tech savvy travelers, properties need to incorporate mobile check-in options to help guests avoid the front desk lines.

A recent Business Travel News article took a deeper look at what some brands and individual hotels are doing to make checking in an easier and faster process for travelers worldwide.

While check-in kiosks and other methods of avoiding the front desk line in recent years have become the commonplace at hotels, there has been a slow integration of mobile technology into this sometimes tedious process.  There has been a greater adoption of mobile technology across some major hotel brands.

At the same time, some third-party technology suppliers are providing tools for hotels and distributors to offer mobile check-in.

Major Brands Getting Involved

Marriott Hotels will offer mobile check-in at all 500 of its hotels globally during the first half of 2014.  Guests who are members can check in via the Marriott Mobile App from 4 p.m. on the day before arrival.  When these guests arrive, their key card is waiting for them at a designated mobile check-in desk.

Hyatt Hotels and Resorts has a similar process at select hotels, with kiosks available for incoming guests to retrieve keys.

Another big name, Starwood Hotels and Resorts Worldwide, has taken a slightly different approach with nine properties currently piloting the Smart Check-In program.  Guests receive a Starwood Preferred Guest Card and, on the day of their arrival, receive a text message telling them their room number.  From this point, they can head straight to their room and use the SPG card as their key.

To learn more about third party technology suppliers that are providing mobile check-in options, and to read the full Business Travel News article, click here.

6 Reasons Consumers may not Like your Travel Images

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It is said that a picture is worth a thousand words, but what happens when your specific picture just does not measure up to rest?  Visual content represents some of the most effective marketing practices in nearly every industry, especially in the hospitality industry where travel images are powerful elements.

If you do not realize just how important images are to your property, take a look at your social media marketing campaign.  The sites you are using (Facebook, Twitter, Instagram, etc.) have become image-driven with the advent of camera phones and increased technology.

Because of this push towards images across the board, it is not enough to just have photos on your website or business listing.  You must have the correct images that will capture the eye of potential customers and drive business to your site.

Do you think you may have an imaging issue on your website or online listings?  Here is a list of reasons why consumers may not like your travel images.

1. They Look Old or Small – As computer screens continue to grow in size and definition, your visuals need to do the same.  No one enjoys seeing a 300×300 image on a 2880×1800 computer screen.  Many travelers will click away from your site if photos are too small to see or enjoy.

2. They Are Outdated – It is important for hoteliers to renew their visuals approximately every two years in order to avoid discrepancies between what the guest sees online and upon arrival.  Updating your images also allows you to showcase recent renovations, changes in décor and allows viewers to know your property is under constant care.

3. Confusing Galleries – Many hotels do not allow their images to be expanded into a full-screen view.  This can be frustrating for potential customers if they want to see a close-up image but are unable.  Make sure your images can be displayed as large as your website allows.

Also, avoid making viewers jump around to different pages to view the different types of media you have.  Photos, virtual tours, floor plans and videos should all be included in a single media player.

4. The Color Is Not Right – Color and lighting make a tremendous difference when users look at images.  Many photographers use color calibration software when enhancing visuals, which may adjust how color appears on your user’s computer screen.

There could be a highlighting and shading issue, or the tint of the sky and grass may be just a little off.   Make sure to test the color and brightness of the visuals on different computers to make sure this does not happen.

5. Not Mobile-Friendly – Although smartphones make accessing websites on-the-go a simple task, “mobile-unfriendly” images can complicate the matter.  No one enjoys zooming in and out just to see a picture, and touchscreen sensitivity can send you to a whole different site with the unintended press of a button.

6. Few Images – Recent travel statistics show that properties with more than 20 photos get 150% more engagement than those with less than 20.  It is not enough to just take one photo of a bed and one of the front desk.  Guests are looking for something that sets you apart from the crowd.

Showcase various photos of your guest rooms, and views from the room.  Use images to point out unique amenities and features that will attract additional travelers to your website and eventually to your property.

It is important to understand that a guest’s final decision can be highly-defined by the hotel’s website visuals.  Take your time to plan and produce high-quality images in order to engage and convert viewers more effectively!