Mobile : Hotel Industry

How mobile solutions are used for hotels and resorts
for more revenue and heightened guest experience
Live Webinar for Hotels and Resorts
March 23, 2010

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© Copyright 2009 Movitas
3/23/2010

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Today’s webinar

Mobile Mobile Use Live Next
Movitas
Business Web Cases Examples Steps

Chuck Sacco Jon Cooper Doug Bellenger
Business Marketing Products
Development

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Agenda
• Mobile solutions to connect to consumers before, during and after
their stay

• The pros and cons of an iPhone app vs. leveraging the mobile web

• Integrating SMS text messaging and social media into your mobile
strategy to add value to your guests' experience

• The most practical uses for mobile that get the maximum results

• Movitas mobile platform for complete mobile business solutions
regardless of the type of phones your guests own

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Travel Companies see mobile as a way to connect

“How I see mobile working to the advantage of Travel Companies:

“The ability to be in real time
connection with consumers at any
time or place and provide access to
relevant information.”

“To be able to identify additional touch
points which may lead to sales and
incremental revenue. ”

Travel Industry attitude towards mobile
Source: Eyefor Travel Research 2009
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Bringing the mobile opportunity on-site
Leveraging the consumer’s own web-enabled mobile phone,
hospitality businesses can:

Improve content
• Connect better by providing
relevant information on-demand
along multiple touch points in the
guest experience.

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Communicate
• Connect better by promoting on-
site amenities and group
interaction, proactively and
interactively driving additional
bookings and revenue where it’s
needed most.

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Drive incremental revenue
• Connect better by Enabling guests to
check in & out, make purchases,
reserve amenities, book excursions
and exchange information
opportunistically.

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How big is mobile?
US mobile phone subscribers and % penetration:

2008 270.3 88.9% “… cell phone penetration
in the US has surpassed
2009 280.8 91.4%
cable TV, web access and
2010 291.2 93.9% home PCs.”

2011 298.4 95.3% “Smartphones are expected
to outsell desktop and
2012 304.0 96.1% notebook PC's within the
2013 308.7 96.7% next few years.”
Millions and % of mobile phone subscribers

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Steady rise in mobile web use across phone types
74 – 90 million regular mobile internet users in the US this year

2008 59.5

2009 73.7 “… many of them are firmly in the
hands of the traveling public.”
2010 89.2

2011 106.2 “You can reach customers
you can’t otherwise reach.”
2012 122.1

2013 134.3
Millions of mobile phone subscribers

Source: eMarketer, January 2009 and June 2009
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Market Enablers Fuel Mobile Web Media Usage
Better devices, faster networks and unlimited data

In 2009:

Smartphone ownership increased
from 11 percent to 17 percent. “The installed based is
being replaced by web-
3G phone ownership increased enabled phones. 95% of
from 32 percent to 43 percent. phones sold today have a
web browser.”
Unlimited data plans increased
from 16 to 21 percent.

Source: comScore Mobile, February 2010

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Smartphones still have a minority market share
US mobile subscribers by type of phone:
Smartphone
17%

Not Smartphone
83%


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Do Smartphones consume the majority of mobile media?
Nope. Mobile media users from first 11 days of Winter Olympics:

Smartphone
25% NBC reported 58.2
million page views of its
Winter Olympics
programming on the
Mobile Web and iPhone
app through the first 11
Not Smartphone days of coverage.
75%

Source: NBC Digital Media, February 2010

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Growth of mobile media consumption
Touchscreen-friendly web sites out number Apps

29% of mobile users
surveyed by NBC said they
plan to access mobile Web
content more frequently
after the Olympics than they
65% Touchscreen Sites
did before the Games
29% iPhone Apps

5% Android Apps

< 1% BlackBerry Apps

< 1% Nokia Apps
Source: Taptu: Introducing the Mobile Touch Web

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Next Generation Mobile: The Web

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The Future of Mobile: Three Options

PC-Style Web Site Mobile Web iPhone App

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The Future of Mobile: Two (real) Options

PC-Style Web Site Mobile Web iPhone App

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New to the Mobile Web?
• Web sites specifically designed for viewing on a mobile device
• Accessed via an Internet connection

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Why design specifically for mobile?

“Improving user performance by 20% is reason
enough to create mobile-optimized sites. But
such sites were also more pleasant to use.

When users are
successful
and satisfied, they're
likely to come back.

(Jakob Nielsen, web usability authority, July 20, 2009)

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Dedicated iPhone Apps offer limited universe coverage
Smartphone users by operating system:

Symbian Google
4% 5%
Palm
6% “… users with iPhones represent only
25% of the smartphone population
Apple Blackberry and just 4% of the total mobile
25% 42%
user base.”

Microsoft
18%


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The Future of Mobile: Mobile Web vs. iPhone App

• Costs less to build & maintain
– The web is cheaper, more refreshable and more dynamic

• Has greater reach
– iPhone apps only work on iPhones

• Mobile browsers increasingly powerful
– Web apps can behave like native apps

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Early Mobile Web Sites: one-size-for-all

• Basic business information

• Include a logo

• Mostly text-based

• Lowest common denominator
experience

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Improved Mobile Web Sites
• Consistent look and feel
with the PC-style site

• Allows design updates for
new promotions, events
and marketing

• Design to engage the
mobile audience across
phone devices

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Next Generation Mobile Web Sites

• Integrate with business
processes

• Stay in touch and provide
value to guests &
attendees on-site

• Targeted on-property
marketing to increase
revenue

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Next Generation Mobile Content

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Advanced Mobile Content
Maintain your brand standard on
multiple mobile devices

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Optimized images for fast page loading

Mobile users
abandon pages that
are still loading
after 10 seconds.

Designing for
mobile allows
image-heavy pages
to load fast.

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Mobile audio & video playback
Audio & video
improves the
mobile experience.

Many devices
support it but
various formats are
in use.

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mCommerce: Mobile Ads, Tickets & Reservations

Commerce web
applications for the
mobile screen

• Designed for
mobile usability
• Two-way
interactivity

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Advanced Mobile Concepts
Social Media and the Mobile Social Hub

Social media is skewed
to mobile users.

Aggregate promotional
(staff created) and
user-generated social
media.

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Text to Mobile Web – a rich media combination

Text Harley to 99771 to
find out how you can
get your new bike
today!

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Text to Mobile Web – a Rich Media Combination

Text Harley to 99771 to
find out how you can
get your new bike
today!

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Mobile Business Solutions For Hotels & Resorts

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Benefits the property and guest

Drive on-property revenue

Manage marketing campaigns

Improve the guest experience

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What can a mobile solution do for you?

• Increase revenue and reduce costs while maintaining a “high-
touch” enhanced guest experience

• Manage on-site marketing campaigns & promotions

• Provide real-time logistics messaging

• Support green initiatives, reducing paper waste from
collateral and communications

• Collect consumer data for post-stay promotions

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Degrees of integration with your business processes
Click to call POS, PMS & CRS integration for
reservations & ordering reservations, ordering,
check-in, and check-out
Mobile phone to email
reservations and ordering

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Opt-in at check-in

Lobby or In-Room promotion

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Begin the experience with check-in

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Mobile menu for on-property amenities and attractions

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Order room service

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Make spa appointments or reserve golf tee-times

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Aggregate social media

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The convenience of a 24/7 mobile concierge

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Target mobile promotions using guest preferences

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Promote events with real-time alerts

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Promote undersold amenities with real-time alerts

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Advertise specials and promotions

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Chula Vista – The mobile resort solution

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Chula Vista - Mobile menu for on-property amenities and attractions

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Chula Vista - Mobile menu for on-property amenities and attractions

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Chula Vista - Mobile ads promote special events & discounts

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Chula Vista – Aggregate social media to showcase attractions

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Snow Mountain - Maps, Directions & Trails

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Snow Mountain – Webcam, User generated photos

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Snow Mountain – User generated video

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Kohler: Improving communication with resort guests

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Jupiter: Convenience and Commerce

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Driving bar & restaurant guest engagement

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Poster with promotion details

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The process

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The process

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Happy winners of the night

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On-property Groups and Events Solution

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The Schedule (sessions/events portal)

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Maps, floor plans

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Listen In - Talk Back
• Upload pictures or videos
• Media moderated and added to social media feeds to during conference

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Attendee Interaction: Crowd Wisdom Tracker

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Exhibitor Sweepstakes Campaigns

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Mobile Platform For Hospitality Businesses

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Intuitive, internet based management console

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Movitas Platform: Fully integrated mobile business
• Mobile website
Publisher • Device detection & optimization
• Mobile SEO & trafficking

• Campaign wizard
Campaign Manager • Customer list manager
• Customer demographics & prefs

• Email, SMS, IM, Social
Messenger • One off, timed, event driven
• Opt-in/out management

• Ads, landing pages, offers
Advertiser • Publisher targeting
• Conversion tracking
All phone
• End to end reporting types
Analytics • Flexible analytics
• External analytics plugins

• RSS / Atom feeds
Integrator • Xml integration APIs
• Business application connectors

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• Mobile website

• Campaign wizard



• End to end reporting


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• Mobile website

• Campaign wizard





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• Mobile website

• Campaign wizard





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• Mobile website

• Campaign wizard





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• Mobile website

• Campaign wizard





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• Mobile website

• Campaign wizard





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Movitas Mobile Agency Platform

Key to the mobile web
• No server or software to install
• Easy to use for marketers & staff
• Power features for developers

Manage multiple clients
• For any size project – from a
quick demo to a complete
mobile web presence
• Add accounts, start designing
and creating campaigns

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Pricing

Features: Scenario:
• FREE 30 day trial Licensing fee:
• Software as a service (SaaS) model $99/month
• Monthly licensing fee
Ranging from $19 - $99/month Page views:
• Plus a variable usage fees 125 daily users view 5 pages a day
Assumptions based $17/month
– Page views on 250 room hotel;
– Text messages 50% occupancy
– Ad impressions Text messages:
– Integrations 30% of 125 daily users opt-in
2 text messages a day
• Setup and integration
$180/month
– Design and deploy your own
mobile solution – or ask us to
help Ad impressions:
125 users see 3 ads a day
$56/month
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Next Steps
Create an account and get started immediately at www.movitas.com/trial

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Next Steps
Design and deploy your own custom solution – or ask us to help

• Text “sendme clients” to 77950 to see more live mobile hospitality sites
• Access free e-learning resources for various members of your team
from marketing to technology:
– http://movitas.com/mobkitreg
• Contact us or Inquire for questions, help or pricing
– http://movitas.com/inquire
– 888-343-3721
– info@movitas.com
• Try Movitas for free right now: http://movitas.com/trial
• We’ll contact you when the Webinar follow-up materials are online
For latest pricing visit movitas.com/trial

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Mobile : Hotel Industry

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