The advertising and marketing war games have moved beyond the hallowed screens of our PCs, MACs and Laptops. Mobile browsing is adopted rapidly with 3G and 4Gservices being offered commonly in US and many European countries. Countries like China, India and Brazil have seen the maximum surge in mobile phone usage and with more than 30% increase in annual subscriptions, mobile browsing is set to become the standard. Hospitality industry, which had very recently adopted the new rules of customer engagement by embracing the online marketing techniques, is now once more compelled to change tracks – as most of its potential customers are browsing on-the-go. With travel shoppers gravitating towards mobile browsing, marketers have no other option but to rethink their strategies. With mobile phones and mobile browsing rates getting cheaper by the hour, the numbers of mobile internet subscribers have gone way past the traditional internet users. Can this mobile web community be ignored anymore? And the numbers do point to a higher number of mobile compatible websites in the hospitality segment as compared to any other segment.

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3. Mobile Universe
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4. Mobile Universe
Even five years back, companies having a website were considered
technologically progressive – but, then the march of 2G, 3G and 4G
had not begun. Now mobility and speed is measured in terms of Gs.
Some Mobile Statistics
More than 3 billion additional cell (mobile) phone users jumped on
the mobile bandwagon between 2002 and 2008.
In 2011, there were 835 million smartphone users, 5.6 billion feature phone users
At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly
1 in 8 compared prices on their phones while in a store
In the U.S. alone, there were more than 400 smartphone devices on the market at the
end of 2011
61% of smartphone users make local searches from a device
Mobile was responsible for US $2.6 billion in travel booking value in
2011. By 2013, than number is projected to exceed $8 billion,
representing 2.6% of all U.S. travel bookings and 6.5% of the
total online travel market
Source: www.snaphop.com/2012-mobile-marketing-statistics/
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5. Mobile Universe
Source: Nielsen (2012)
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6. Mobile Universe
China & India Factor
China and India will jointly account for $369 billion spend on
communications.
China will continue to have the world's largest number of mobile phone
subscriptions at 957 million in 2015
India is poised to become the fastest growing mobile consumer with
almost 93% increase between 2009 and 2015 – which approximately
translates into 871 million mobile subscriptions.
Asia Pacific has the highest number of mobile
phone subscriptions of all world regions, yet
the potential is far from being exhausted.
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7. Mobile Universe
Music to the ears – For online marketers
Online marketers who are watching the relentless growth of mobile penetration in the remotest corners of the
globe with bated breath and anticipations are high as far as the mobile internet connectivity is concerned.
Cisco Forecasts 10.8 Exabytes per Month of Mobile Data Global Mobile Data Traffic Forecast by Region
Traffic by 2016
The Asia Pacific and Western Europe regions will account for over half of
( CAGR: Compound Annual Growth Rate ) global mobile traffic by 2016
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8. Mobile Internet
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9. Mobile Internet
Remote and wireless technology has been the cornerstone
of innovation and product development in all the streams According to the Chief analyst of Mobile
of science, Telecommunications and Electronics. Squared, Nick lane, “China alone will
contribute 58% of all mobile Internet
users across Asia by 2015, with over 800
With mobile phones gradually overtaking the land line users across the globe, million users, while India will have a little
it was natural that the mobile phone was being groomed for a multi-utility over 260 million”
functionality in the future.
With web connecting homes and offices across the globe, the next wave of
connectivity was being planned aggressively – with some of the most
dynamic business houses firmly pushing the card for wireless (WIFI) and On-
the-Go internet connectivity.
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10. Mobile Internet
What does this mean for the Hospitality Industry?
In terms of industry usage, Travel & Tourism industry is one of the most
aggressive innovators and users of internet-centric technologies.
M-economy (aka m-commerce) seems perfectly positioned to
start a new revolution with mobile internet witnessing an
upsurge in information sharing and dissemination combined
with the creation of different apps for a variety of phones.
Just like the internet economy in the hospitality segment, which
opened the doors for the smaller players, M-commerce presents
a great opportunity for utilizing the great pool of customers
who are not only available 24x7 , but also have the largest
conversion potential.
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11. Mobile Internet
Location Based Services
Travelers are always on the move and the
one apparatus that keeps them connected
to the world is their mobile phone – it has
become a hub of information, research,
inquiry, commerce and other location-based
services, with just a couple of touches.
The cornerstone of LBS-based marketing is the utilization of ‘Location & Need’
of a traveler. Advertising is tailored to the Geo-location of the mobile user, thus
creating an opportunity for the most targeted form of direct marketing in the
marketplace.
Examples might include – discount coupons of a nearby Pizza hut or Burger
king, discounted room rates in Holiday inn, coupons for the Water Park on the
next exit or even an invitation for a wine tour – The options are endless.
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12. Mobile Internet
What’s in Store?
Mobile boarding passes
Mobile bar-code hotel room activation
Mobile payments for on-site charges
Real time weather update on arrival
Mobile valet service
Mobile airport pick-ups ….. And MANY MORE!!
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13. The Promise of M-Commerce
Is Hospitality Industry listening?
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14. The Promise of M-Commerce - Is Hospitality Industry Listening?
Increased mobility is a reflection of vibrant
economy and greater urbanization. A scorching
pace of urbanization in the rising Asian economies
like China, India and Indonesia has transformed the
communication landscape of these regions.
Increasing stability and higher safety protocols in
the wireless arena has given rise to greater
opportunity for conducting commerce over the
mobile phones
Hospitality, whose lifeline are on-the-
move consumers, is scampering to
catch these mobile targets at the
right time and with the right message
– Location based service (sale).
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15. The Promise of M-Commerce - Is Hospitality Industry Listening?
Is M-commerce the new economic buzzword?
According to ABI research….
Mobile phones will facilitate the purchase of goods and services worth more than
$120 billion by 2015.
By 2009, M-commerce had tripled in 2009 to reach $1.2 billion.
Japan, considered to be the most mobile economy experienced mobile-based
transactions worth more than $10 billion by 2009.
According to Juniper Research….
Mobile-enabled payments will touch a figure of $630 billion by
2014 - which translates to 5% of the total e-commerce sales.
The current year has till now seen mobile transactions worth $170 billion.
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16. Why the Travel Industry should care?
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17. Why the Travel Industry should Care?
The opportunities of ‘AAA’ marketing (Anywhere, Anytime, At-once)
have taken the world of mobile marketing by storm
Some Statistics:
Japan sets the precedent for m-payment 47 million Japanese have adopted
tap-and-go phones, but is expected to take off elsewhere as the world adopts
NFC. In China alone, there will be 169 million users of tap-and-go payments
in 2013.
M-commerce is predicted to reach US$119 billion in 2015, Japan remains
king. Top m-commerce retailers globally include: Taobao, Amazon and eBay.
The US m-commerce market will be US$31 billion by 2016.
1 in 8 mobile subscribers will use m-ticketing in 2015 for airline, rail and bus
travel, festivals, cinemas and sports events.
In hospitality industry, time and delivery is of extreme
importance for the guests and the capability to manage the
itinerary and tour itself through their mobiles has provided
both speed and better options to the modern day traveler.
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18. Why the Travel Industry should Care?
Mobile Marketing Mantra (on the web): Location-Based services
A true marketer knows the value of targeted messaging served at the right
moment.
LBS has not only added muscle to online marketer’s strategies, but it has also
contributed greatly to the experience of the travelers. Travelers are now
configuring their LBS prior to their trip – so that they can receive life saving
services such as mapping, navigation services, city guides, etc. upon arriving
at the destination.
Innovative marketing strategies are already being adopted by mobile
marketers in the hospitality segment – promotions and cancellations, on-the-
spot offers, unscheduled performance notifications, friends-in-vicinity
notifications….and more.
Hospitality industry is hinged on customer engagement –
and Location-based marketing is more likely to engage your
guests who are mobile as compared to residential
customers.
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19. Why the Travel Industry should Care?
Don’t Forget the good old SMS
SMS has been faithfully helping the marketers in building strong customer
relationship platforms for over years. Some of the most popular SMS
functionalities utilized by the hospitality industry are…
Confirmation of reservation
Reminders of reservation
Pre-check-in messages
Weather and Traffic alerts for arriving guests
Customer experience surveys
Special weekend events or offers announcement
Just a simple ‘Thank You’ message
While SMS is one of the most non-intrusive ways to engage
your regular guests, it might just be the perfect platform
for a futuristic LBS marketing exercise.
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20. One step at time: What should the hoteliers do?
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21. One step at time: What should the hoteliers do?
With surveys and statistics clearly pointing towards the next decade belonging to M-commerce, the mobile
migration is taken very seriously at all the frontiers of the hospitality industry.
Some of the major items in the mobile marketing menu for the hotel and
resort owners are….
Mobile site - Functional, Optimized and Fast loading
Site Information - Keep it short & sweet
Auxiliary mobile-based services
Mobile Managed Advertising
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22. One step at time: What should the hoteliers do?
Advantage: Auxiliary mobile-based services
Taking the information to the next level on your mobile site is the key to a
successful Mobile Marketing Program – meaning ‘give the power of instant
transaction’ to the consumers.
Let users make room reservation with a single click, or make all the pre-check-out
paperwork available on phone itself, or alert the help-desk for a taxi or airport
shuttle – and why not have a simple shopping cart on your mobile landing page?
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23. One step at time: What should the hoteliers do?
The advertising dashboard in the mobile space might be comprised of the following…
Paid mobile listing (Mobile Adwords) + Mobile banners Ads + Mobile
barcode advertising
Location based advertising + Location based service + Location based Engagement
Mobile message marketing based on either opt-in list
(more targeted) or based on rental m-list
Mobile applications based on customer participation
Anything M: M-coupons, M-booking, M-check-out….
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24. Short Notes
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25. Short Notes
Travel industry has been the stabilizing factor in this decade of unpredictable
market momentum.
Although the economic slump has indeed managed to rub off on the
hospitality sector, the march of the travelers has continued, particularly in
the rising and resilient economic blocks like India and China.
The unprecedented
growth rates in these
regions have resulted in
the quantum jump of
mobile subscribers – or
as the marketers would
like to say, mobile
surfers.
While online travel
planning and shopping
is already reaching a
level of maturity,
mobile based travel
transactions have seen
a surge and it is already
being tapped at a
furious pace.
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26. Short Notes
Every hotelier of repute has made a move towards the mobile
platform – by launching mobile compatible sites and enabling all the
shopping and booking functions on the mobile site.
Web statistics reveal that even the smaller sites manage to get
thousands of mobile eyeballs. This bodes well for both the
hospitality sector as well as for the marketers – A potential
customer can be engaged at the right time and place.
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27. Thank You.
Contact Us:
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Email: info@copperbridgemedia.com
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