Monetizing Mobile: How A Rich and Engaging Mobile Website Drives Bookings

Copyright © 2014 Leonardo Worldwide Corporation

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Monetizing Mobile: How a Rich and Engaging Mobile Website Drives Bookings

July 16, 2015

Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoRobert Cole, Founder, RockCheetah Bernard Augustin, Assistant General Manager, J House Greenwich

Technical Difficulties?Contact

Citrix GoToWebinar1-800-263-6317

[email protected]

Darlene RondeauVice-President,

Best Practices, Online Merchandising

Leonardo

@darlenerondeau

Follow:

@VFMLeonardo

Tweets & Questions:

#LeoWebinar

What’s Your Biggest Challenge with Mobile?

Robert Cole Founder

RockCheetah

@RobertKCole

Bernard Augustin Assistant General Manager

J House Greenwich

@JHouseGreenwich

► In 2015, mobile sales will surpass desktop, as Steve Jobs predicted

► Mobilizing your website can drive more bookings

► Only 23% of those who have encountered a mobile site that wasn’t optimized actually pushed through to make a booking

Why Mobilizing Your Website Matters

#LeoWebinar

Robert Cole Founder

RockCheetah

@RobertKCole

► Mobile is Massive● 5.2 Billion Mobile Phones – 73% of World Population● 40% Smartphones, 60% Feature Phones

► Smartphone Subscription Growth is Strong● India +33%, Brazil +28%, China +21%, US +9% YOY

► Global Mobile Data Traffic is Growing● 2014 +69%, 2013 +81%, 2012 +70% YOY● Video 55% of Mobile Traffic

► Google: Smartphone Searches Exceed Desktop● 10 Countries, Including US & Japan

#LeoWebinarSource: 2015 Internet Trends - KPCB/Mary Meeker & Google Adwords Blog – May, 2015 | Image Credit: Justin Brown (flickr – cc)

Why Mobile Is Important

► Context Is Everything● Content Must Fit the Need● Right Message at Right Time

► Objective – Guest Engagement● Understand Traveler Goals● End-to-End Experience

► Identify Key Traveler Personas● Understand Guest Objectives● Eliminate Obstacles & Friction

► Create Narratives to Fulfill Needs● Start with Largest & Most Profitable● Offer Clear Navigation Signals

The Seven Phases of Travel

#LeoWebinarImage Credit: Håkan Dahlström (flickr – cc)

Different Mobile User Profiles & Behaviors

#LeoWebinarSource: Mobile Path to Purchase Study - xAd/Telmetrics/Nielsen, April 2012

User Profile Travel Site Search Engine Social Email Other

Travel ResearcherWhite females, age 25-54 with a household income above $100k/yr.Apps Used: Mobile sites, search engines, social media, email

27% 19% 12% 12% 30%

Price HunterFemale, non-white, age 25-54 with a household income less than $75k/yr.Apps Used: Social, Travel & browser based sites

29% 11% 60%

Frequent TravelerMale, white, Asian-American andAfrican-American mobile users, age 25-54 making more than $50k/yr.Apps Used: Hotel & Airline portals

93% 1% 6%

Local TravelerMostly white and Hispanic males, age 25-54, household income between $25k and $75k/yr.Apps Used: Maps, Navigation & Gas Buddy

63% 20% 17%

► Consumer Expectations Now Ignore Device Formats● Expect Complete, Consistent Brand Experiences● Demand Content, Speed and Simplicity

► Start with Strategy, Use Technology to Support the Strategy● Strategy: Refine Hotel’s Unique Selling Proposition for Each Key Persona● Technology: Responsive Website & Robust Content Platform for Adaptive Content

► Cardinal Rule of Online Hotel Engagement – Pictures & Video Work● “Big, Beautiful Hotel Photos Sell Hotel Rooms” – Major OTA Product VP● Most Travel-related videos viewed before decisions are made – Google1

► Hoteliers Missing Big Opportunities2

● Only 6% of Luxury Hotel Websites Offer Mobile Optimized Video● Risk: Void Will be Filled by Intermediaries

Inspiration

#LeoWebinarSource: 1Google Travel Study - Ipsos MediaCT, June 2014 & 2Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image: wazimu0 (flickr – cc)

Inspiration

#LeoWebinarSource: Mobile Path to Purchase Study - xAd/Telmetrics/Nielsen, April 2012

Research

#LeoWebinarSource: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: The U.S. Army (flickr – cc)

► Travelers Use Same Types of Sites for Research on Smartphones as Computers/Tablets

Research

#LeoWebinarSource: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

► Poor Mobile Experiences Force Travelers to Seek Alternatives

#LeoWebinar

► With Substantial Negative Impact on Brand

Source: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: Sonny Abesamis

Planning

Planning


► The Good ‘Ole Days● Traditional Travel Agents● Guide Books● Travel Writers

► The New Reality● TripAdvisor Owns Online Review Space● Online Travel Agency Validated Reviews● Facebook / Blogs / Instagram / Tumblr / Twitter

► Traditional Travel Periodicals Under Pressure● Lower Print Advertising Spend = Restructuring & Staff Reductions● Seeking Viable Online Business Models

Validation

#LeoWebinarImage Credit: IntangibleArts (flickr – cc)

► Interactive Maps● Illustrate Proximity to Important Landmarks & Attractions

► Photos & Videos● High Quality, Demonstrating Experiences● Traveler Photos & Videos More Credible Than Professional

► Ratings & Reviews● Traveler Ratings & Reviews More Credible than Professional● Traveler Posts on Social Networks More Credible than Company Postings

► Another Missed Opportunity● Less than 1/3rd of Luxury Hotels Feature Guest Reviews on Brand Website*

Validation

#LeoWebinarSource: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015

► Mobile Payments – Convenience & Security● Apple Pay● Google Wallet

► Seamless Integration – Between Sites & Apps● Consistent Design & Interface Between Hotel Website & Booking App● Deep Link From Social Media Into Hotel Mobile App

► mCommerce Share of eCommerce Travel Transactions Growing1

● iPhone 9.2%● Android 8.2%

► Don’t Train Guests to Book Elsewhere● 72% of OTA Mobile Hotel Bookings Made within 1 Day of Arrival2

● Emerging Markets Using OTAs over Hotel Sites – China 4:1 | Russia 3:1 | Brazil 2:13

Booking

#LeoWebinarSource: 1State of Mobile Commerce – Criteo 1Q, 2015 & 2Parsing Shop and Book – Phocuswright, July 2014 & 3RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015 | Image Credit: epSos .de (flickr – cc)

Booking


► Hotel Not Trip Focal Point● Enhance Experiences● Create Memories

► Guest Engagement● On Guest’s Terms● Staff Available on Demand

► Mobile Check-in (Luxury)*● 7% from Mobile Site● 12% via Mobile App

► Room Service Ordering (Luxury)*● 5% from Mobile Site● 15% via Mobile App

► Best Example: Virgin Hotels - Lucy● Temp / TV / Music / Messages● Room Service / Reservations / Local Tips / Guest Chat

The Travel Experience

#LeoWebinarSource: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image Credit: The Wedding Traveler (flickr – cc)

The Travel Experience


► Enable/Simplify Sharing Opportunities● Tapable Social Links

● Status Updates● Check-ins● Photos/Videos

● Deep Linking into Mobile Apps● Review Sites● Photo/Video Sharing● Messaging Apps

► Incorporate Analytics to Measure Success● Include Campaign Tagging● Benchmark Success Metrics● Strive to Measure Customer Lifetime Value

Sharing

#LeoWebinarImage Credit: Daniel R. Blume (flickr – cc)

Sharing


Key Takeaways

#LeoWebinar

¾ of the planet has a mobile device

Context and content has never been more

important

Consumers want assurances that their choice

is the best one for them

Bernard Augustin Assistant General Manager

J House Greenwich

@JHouseGreenwich

Monetizing Mobile

How a Rich and Engaging Mobile Website has Driven our Bookings

Who are we?Contemporary, technologically-advanced, and visually engaging,

boutique luxury hotel offering a unique lodging experience

• Upscale Coffee Bar

• Meeting Venues

• Outdoor Pool & Cabanas

• Luxury Hotel

• Spa

• Fine Dining Restaurant

• Green Property

• Art Gallery

• Bar and Lounge

30 Minutes North of New York City

How do we tell our story?

How do we efficiently tell potential guests who we are

and what we offer?

Mobilegeddon’s impact on hoteliers

• 60% of Google searches are now performed on a mobile device

• Mobile-friendly sites are given preference

• Converting to a new web platform can be expensive and time consuming

The flood of booking apps

• OTAs are capitalizing on the use of mobile devices at a faster pace than hotels

• Hotels are financially impacted when guests do not book directly

How we’ve seen guest booking habits change

• Higher ADR from mobile bookings

• Higher probability of last minute bookings

Web % Mobile %

2012 94 6

2013 81 19

2014 73 27

(reservations coming through our booking engine)

Benefits

• This does not take into account third party mobile sites or apps

Consistency across all media outlets and mobile devices

Heads in Beds!

Our short-term results

• Increase in meeting inquiries

• Increase in non-commissionable bookings

• Consistency across different media outlets

• Consistency across different devices

• Less phone calls from potential bookers

• A steady stream of new guests

• Social media showing a return on investment

Key Takeaways

#LeoWebinar

Big, bold, beautiful images tells the tale

You can’t outspend OTAs; so figure out a

different strategy

Your efforts will be rewarded quickly when you

implement the right mobile solution

Based on today’s content, will you attend future webinars?

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It’s a Wrap

www.leonardo.com

1.877.593.6634

@VFMLeonardo

blog.leonardo.com

Connect with us!

http://www.jhousegreenwich.com/

Robert Cole

Bernard Augustin

www.rockcheetah.com

@RobertKCole

www.jhousegreenwich.com

@JHouseGreenwich

[email protected]

[email protected]

http://www.leonardo.com/

http://www.blog.leonardo.com/

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http://www.rockcheetah.com/

http://www.jhousegreenwich.com/

Questions & Discussion

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Monetizing Mobile: How A Rich and Engaging Mobile Website Drives Bookings