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Empirical Evaluation of Popular Mobile Hotel Booking Apps
Term Paper
Seminar 3: Online Communication
Cornelia Lezuo ([email protected])
Sabrina B. Neururer ([email protected])
2
Introduction -1-mobile-ready demand for
mobile services increasesdifferent types of mobile booking
apps◦car rental◦hotel booking◦flight booking◦…
different target groups◦e.g. last-minute bookers
3
Introduction -2-issues:
◦easy to download/install◦which functionalities/features◦usability◦availability/performance◦privacy/security◦follow user expectations
4
Material & Methods -1-10 mobile hotel booking Apps
(Google Play)◦popular Apps (Booking.com, HRS …)◦Apps well known from ads (Trivago …)
hotel offers not restricted to regions
2 mobile testing devices◦Sony Ericsson Xperia (4.0.4 – Ice Cream
Sandwich)
◦Samsung Galaxy Note (2.3.6 – Ginger Bread)
5
Material & Methods -2-questionnaire
◦developed using GrafStat1 (Edition 2006-l, v 3.39-i)
◦35 items 4 multiple choice 26 single choice 5 free text answers
◦basic functionalities◦personal impressions (subjective)
6-level Likert scale (1 – totally agree … 6 – totally disagree)
◦not specified option1 www.grafstat.com
6
Material & Methods -3-evaluation scenarios:
◦scenario 1:last-minute booking according to GPS position
◦scenario 2:destination: Viennacategory: 3 starsarrival date: December 14th 2012nights: 2persons: 2room: I double-room
7
Results -1-
Booking.com
Expedia
Agoda hotel.de
Hotel Mobile
HRS
JustBook KAYAK
TripAdviso
r
Trivago
8
Results -2-storage:
7.23 MBdownloads:
> 500,000OS:
Android, Apple iOS, Windows
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search
results
– no additional services
– no tap-zoom
9
Results -3-storage:
10.75 MBdownloads:
> 1,000,000OS:
Android, Apple iOS,
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search
results
– no additional services
– no tap-zoom
10
Results -4-storage:
8.75 MBdownloads:
> 1,000,000OS:
Android, Apple iOS
target group: all travelers
evaluation: scenario I scenario 2
flight booking limit search results
(filter) customer feedback MapView hotel photos sorting search
results
– no tap-zoom
11
Results -5-storage:
16 KBdownloads:
> 100,000OS:
Androidtarget group:
all travelersevaluation:
scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search results
– price comparison– no additional services– not all functions seem
to work properly – no tap-zoom
12
Results -6-storage:
797 KBdownloads:
> 10,000OS:
Android, Apple iOS, RIM, Windows
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search
results
– no additional services
13
Results -7-storage:
4.70 MBdownloads:
> 10,000OS:
Android, Apple iOS, RIM, Symbian, Windows
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search results travel organization
– no additional services
– no tap-zoom
14
Results -8-storage:
3.07 MBdownloads:
> 50,000OS:
Android, Apple iOS, RIM
target group: last-minute travelers
evaluation: scenario I scenario 2
limit search results (last-minute)
MapView hotel photos
– no sorting of search results
– no filtering of search results
– no additional services– no customer feedback– no tap-zoom– only last-minute
15
Results -9-storage:
16.27 MBdownloads:
> 5,000,000OS:
Android, Apple iOS, RIM, Symbian, Windows
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
customer feedback MapView hotel photos sorting search results travel organization additional services
– no tap-zoom– no direct booking
booking site
16
Results -10-storage:
1.92 MBdownloads:
> 10,000,000OS:
Android, Apple iOS, Symbian, Windows
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
MapView hotel photos sorting search
results travel organization additional services call-by-click
– no tap-zoom
17
Results -11-storage:
1.22 MBdownloads:
> 500,000OS:
Android, Apple iOS
target group: all travelers
evaluation: scenario I scenario 2
limit search results (filter)
MapView hotel photos sorting search
results call-by-click
– price comparison– no additional
services
18
Results -12-
Agod
a
Book
ing.
com
Expe
dia
Hotel
Mob
ile
hote
l.de
HRS
Just
Book
KAYA
K
Trip
Adviso
r
Trivag
o0tan28a5660280tan19a5665190tan12a567112
0tan3a567630tan24a5682240tan16a568716
0tan8a569380tan29a5698290tan22a5704220tan13a570913
Storage
KB
19
Results -13-
Agoda
Booking.com
Expedia
Hotel Mobile
hotel.de
HRS
JustBook
KAYAK
TripAdvisor
Trivago
Search according to GPS position
x x x x x x x x x x
Customer feedback x x x x x x x x xMap view of hotel location x x x x x x x x x xPhotos of hotels x x x x x x x x x x
Last Minute booking x x x x x x x x x
Travel organization support x x xSorting of search results x x x x x x x x xContact-by-click functionality x x x xShare bookings via Social Networks
x
Data privacy statement x x xLinear design x x x x x x x x x x
20
Results -14-
Agoda
Booking.com
Expedia
Hotel Mobile
hotel.de
HRS
JustBook
KAYAK
TripAdvisor
Trivago
Well arranged 1 1 1 1 1 1 1 1 1 1
Attractive 3 1 3 3 2 1 1 1 1 3
Intuitive 1 1 1 1 1 1 1 1 1 2
Performs well 1 3 1 3 5 1 1 3 1 1
Usability 2 1 2 2 2 1 1 2 1 2
Easy to do things on the go 1 1 3 3 3 1 1 1 3 3
Simple to use 1 1 2 1 2 1 1 1 1 1
Self explanatory 1 1 2 1 2 1 1 1 1 2
Does exactly what I want it to do
1 1 1 6 1 1 2 1 3 6
21
Results -15-Agoda
Booking.com
Expedia
Hotel Mobile
hotel.de
HRS
JustBook
KAYAK
TripAdvisor
Trivago
Your locationprecise location (GPS and network-based)approximate location (network-based)
x x x
x
x
x
x
x
x
x
x
x
x x
x
x
Network communicationfull network accessview network connectionsview Wi-Fi connectionsreceive data from Internet
xxx
xx
x
xx
xx
xx
xx
xxx
xxx
xx
x
xx
Phone callsread phone status and identity
x x x x
22
Agoda
Booking.com
Expedia
Hotel Mobile
hotel.de
HRS
JustBook
KAYAK
TripAdvisor
Trivago
Storagemodify or delete the contents of your USB storage, modify or delete the contents of your SD card
x x x x x
Hardware controlstake pictures and videoscontrol vibration
x
System Toolsprevent tablet from sleeping prevent phone from sleeping
x
Your personal informationread your contactsmodify your contacts
xx
Services that cost moneydirectly call phone numbers x
23
Discussion and Conclusion -1-evaluation of 10 different Appseasy download and installationApps were well arranged, easy to
useusability is satisfactorydirect booking do things on the
go
24
Discussion and Conclusion -2-hotel comparison Apps not suitable
for mobile bookingApps interesting for last-minute
bookersdata privacy and security permissions of the Appsharing via Social Networks?
Winner: HRS met all expectations
Empirical Evaluation of Popular Mobile Hotel Booking Apps
Thank you for your attention!
Cornelia Lezuo ([email protected])
Sabrina B. Neururer ([email protected])