Dispelling the myths about hotel mobile apps

DISPELLING MOBILE APP MYTHS | AUGUST 2012

August 15, 2012

Dispelling the myths

about hotel mobile apps

PRESENTED BY:

Brian Fitzgerald, Mobile Media Applications

Ask questions on twitter @mobilemediaapps

DISPELLING MOBILE APP MYTHS | AUGUST 2012DISPELLING MOBILE APP MYTHS | AUGUST 2012

Webinar Objectives

1. Clear up many of the misconceptions that exist about mobile apps for hotels.

2. Give you the necessary information to accurately craft your mobile marketing strategy.

3. Share some information about Mobile Media Applications and Ustay.


ABOUT US |


Who We AreMobile Media Applications, LLC

Mobile app development company, founded in 2010

Specializing in the hospitality industry

Sister company of O’Rourke Hospitality Marketing

Easy to use software that’s affordable and measurable

Staff of experts


UstayThe leading app for hotels

Software platform that creates iPhone and Android apps for hotels.

Allows hotels to add, edit, and publish their content.

Built for both individual hotels and groups of hotels.


UstayThe leading app for hotels

FEATURES

Branded Design & Custom Navigation

Mobile Bookings

Local Scene

Push Notifications

QR Scanner

Property Information

Special & Last Minute Deals

At Your Service

Get Social

Multilingual


THE MYTHS


The Myths

1. You need a separate app for each mobile platform

2. Apps are expensive

3. Customers don’t want and don’t use apps

4. If you have a mobile website, you don’t need an app

5. Marketing an app is expensive


MYTH #1YOU NEED A SEPARATE APP FOR EACH MOBILE PLATFORM


Mobile Operating System Market Share


Combined Android and iPhone represent 79% of the market


Technology Improvements

There are now technologies that allow developers to build an app once and it is created for both iPhone and Android.


Takeaways

You don’t need to build separate applications for the various mobile platforms

Build once and solve for Apple and Android, addressing 79% of the market

Don’t worry about Blackberry and other mobile platforms


MYTH #2APPS ARE EXPENSIVE


Apps can be expensive… but don’t have to be.

An app solution will be expensive…

If you don’t understand the landscape

If you try to build an app on your own

If you’re working with a partner who doesn’t know what they are doing

An app solution

can be affordable…

If you find a partner that has experience building

mobile apps

If you find a provider that has already invested in

building an application software

$$$ $


Mobile app software vs. custom mobile app vs. mobile website


Takeaways

Apps don’t have to be expensive

Building a custom mobile application from scratch is not an option for most hotels

Mobile websites and mobile apps are very comparable in cost

For roughly the equivalent of 1 incremental room night per month you can have a mobile app


MYTH #3CUSTOMERS DON’T WANT AND DON’T USE APPS


Hospitality is the #2 industry for mobile

engagement.

64% of app users say they view brands with

mobile apps more favorably.

66% of Americans ages 24-35 own a

smartphone.

By 2014, mobile Internet should take over

desktop internet usage.

Our guests are going mobile


The average number of apps on smartphones for 2011

was 32, compared to 41 (so far) for 2012.

5% of apps in the app store are travel apps.

The app marketplace is growing


MOBILE ADOPTION RATES ACROSS ALL PLATFORMS

% of Brand on the following Mobile Platform (2011 vs. 2012)

Source: L2 Thinktank

The large hotel brands are adopting mobile


Case Study – WorldMark SP

Achieved tremendous download growth through website messaging & email marketing


Takeaways

Consumers want and like apps

Apps are becoming prevalent across many channels and mediums

Don’t use the excuse of, “my customers don’t want apps”


MYTH #4IF YOU HAVE A MOBILE WEBSITE YOU DON’T NEED AN APP


Source: http://www.emarketer.com/Article.aspx?R=1009155&ecid=a6506033675d47f881651943c21c5ed4

Mobile Apps vs. Mobile Web

Consumers are spending a great deal of time on BOTH mobile websites and mobile apps


QUESTIONIN YOUR COMPETITIVE MARKET, HOW CAN YOU CONTINUE TO DIFFERENTIATE AND ADD VALUE TO THE

CUSTOMER?


PRE TAY STAYPRE STAY

By using apps to enhance the guest’s journey at all stages

POST STAY


Apps can do things better than mobile websites

Provide local information, itineraries and planning tools


Apps can do things mobile websites can’t

Integrate with PMS systems for check-in & checkout



Integrate with PMS systems for requesting services and receiving messages



Integrate with PMS systems for ordering room service



A mobile app, working with a technology like Openways, can allow guest to bypass the front desk, check in on their phone and open their guestroom


Source: http://www.emarketer.com/Article.aspx?id=1009207&R=1009207

Guests want these types of features



Push notifications

Craft your message in our content management

system


MYTH #5MARKETING AN APP IS EXPENSIVE


MARKET YOUR APP

Staff Identification


MARKET YOUR APP

Website Messaging


MARKET YOUR APP

Social Media


MARKET YOUR APP

Email Marketing

Email Campaigns

Email Signatures

Confirmation Emails

Thank You Emails


MARKET YOUR APP

Press Releases

Submit to news outlets

Repurpose on your blog

Submit using paid circulation


MARKET YOUR APP

In-room messaging

Table tents

near charging

station in room

HSIA login Screen

Screen about app

on IPTV station


MARKET YOUR APP

Food and Beverage Outlets

Table tents

& Menus

Coasters on bar


MARKET YOUR APP

Folio Print Out


Marketing – Case Study

Use of QR Codes

Magazine Ads


Use of QR Codes

Magazine Ads

Marketing – Case Study


RECAPTakeaways


Summary

1. You do not need a separate app for each mobile platform

2. Apps do not have to be expensive

3. Customers want apps and are increasingly relying on apps

4. Mobile websites and mobile apps provided very separate and distinct purposes

5. Marketing does not have to be expensive


NEXT STEPS

How we can help

If you don’t have an app

and want to learn more about our mobile

solutions contact us today.


THANK YOUFor more information, please contact:

MOBILE MEDIA APPLICATIONS

phone 866.395.8878

Email [email protected]