This Webinar will cover mobile marketing strategies and tactics for the hospitality industry. Learn how SMS promotional campaigns, SMS alert groups, mobile coupons, POS redemption of mobile coupons, mobile sites and other mobile marketing initiatives are deployed to increase key marketing objectives for the hotels and resorts. Learn the basics of increasing traffic to your location, product awareness and sales using the mobile channel. We'll present real market examples from simple SMS loyalty group messaging to more advanced CRM data capture and POS transaction redemption. Learn how mobile is easily integrated into your existing traditional marketing campaigns and direct marketing initiatives for measurable success.

1. Mobile Marketing for Hospitality
Rouge Hotels: Enjoy one
FREE massage at the spa.
Code 34d83w Exp.1/6/10
Text HELP for help. Text
STOP to cancel.
Msg&DataRatesMayApply
Part of the iLoop Mobile
Webinar Series 2011
Presented by:
Michael Ahearn
VP Strategic Marketing

2. About iLoop Mobile
• Industry leading technology and services make it
fast and easy to create, manage and analyze
mobile marketing initiatives worldwide Hotel Rouge:
Welcome to our VIP
SMS club. Look for
great offers during
• Award winning iLoop Mobile Platform for creating your stay
state-of-the-art SMS/MMS campaigns and
messaging services, mobile sites, native apps,
mobile coupons, and other mobile marketing
initiatives
• SMS messaging solutions and campaigns
designed specifically for the hospitality industry
• Industry leader in mobile marketing strategy,
managed service campaign delivery and
professional services
• Customers include Fortune 500 brands,
agencies, media companies, and other tier-one
companies

3. SMS Hospitality Campaign Platform
iLoop Mobile’s has a messaging
platform specifically designed for
hotel & hospitality properties,
enabling segmented SMS
messaging to groups or individual
opt-in customers.
• Complete control over SMS campaign
creation, management and analytics
• Message flow tailored for hotel/
Rouge Hotels
hospitality marketing and visitor
experience Come renew and
refresh your senses
• Enabled for individual franchise self- at the Versailles Spa
with a 20% discount
serve campaign creation/management/ on all services.
analytics as well as centralized Reply STOP to stop,
corporate admin control and messaging reply HELP for help.
• Campaigns can be designed for end Msg&DataRatesApply
user preference capture via Web/mobile
Web for segmented SMS messaging by
group or individual
• CRM functionalities for geographic
segmented messaging
• International support for SMS alert
messaging using short codes or
international long codes
• Supports mobile SMS coupons with
redemption codes

4. Industry Data for Hospitality

5. Mobile Promotional Offers Are Key
More people use their mobile phones for discounts
and coupons even more than “check in”
Source: Forrester Research, Inc., North America Travel Online Survey, Q1 2011

6. After Basic Travel Help, Dining is Key
After basic information searches, the next key need is
dining info via mobile
Source: Forrester Research, Inc., North America Travel Online Survey, Q1 2011

7. Access: Travelers Prefer Mobile Web
• 77% of frequent business travelers use mobile for
trip planning
Source: PhocusWright 2010
Amongst all mobile users in U.S
• Accessed travel service via browser 8.5M
• Accessed travel service via app 4.1M
• Accessed travel service via SMS 3.5M
Source: comScore, Mobilens July 2011

8. Travel Based SMS Messaging
20% of mobile users who have received a travel based
message have responded to it
7
6
5
4 58% on a smart phone
5.8M
3
2
1
1.2M 71% on a smart phone
0
Received travel based message Responded to travel based message
Source: comScore, Mobilens July 2011

9. Travel/Hospitality: App vs. Browser
9
8
7 8.5M
6
5
87% on a smart phone
4
3
81% on a smart phone
2 4.1M
1
0
Accessed travel service via app Accessed travel service via browser
Source: comScore, Mobilens July 2011
comScore

10. Access to Travel Brands Via Mobile Browser
US Mobile Subscribers Accessing Travel Brands Via Mobile Browser in July 2011 (3 month average/millions)
3.5 3.3
3.0
2.6
2.5
8.5 M
2.1
2.0 1.9
1.6
1.5 1.4
1.2 1.2
1.0 1.0
1.0 0.9
0.8
0.7
0.5 0.3
4.1 M
0.0
Source: comScore, Mobilens July 2011
comScore

11. Why Mobile for Hospitality?
What is the value proposition mobile offers between your customer’s needs and a hotel’s
business attributes?
• Hospitality’s customer is a traveler, who is mobile by definition, making mobile more
relevant to hospitality than any other traditional channel (email, TV, radio, outdoor,
online, print etc.)
• For reaching this mobile customer with relevant messaging—time, location, context—
mobile is the only channel for many initiatives
• HOPE MARKETING vs. KNOW MARKETING
o Rather than hope they receive the message (in-room TV, lobby poster, in-room
print) know they received it via mobile messaging—9 out of 10 SMS are opened
o How many guests are in their rooms at 2pm (not many)? How many are looking at
their phones at 2 pm (lots)?

12. Key Strategic Objectives Obtained by Mobile
• Increase ARPU both on-property and off
• Increase sales/reservations via mCommerce
• Increase loyalty with simple promotions—extend existing loyalty programs by
integrating mobile as part of multi-channel strategy
• Increase loyalty with more sophisticated mobile CRM messaging to customers
preferred channels (email, SMS etc.) and delivering content/offers they value
• Improve customer service through basic messaging
• Improve cost efficiencies for customer interaction and brand management
• Increase brand awareness
• Leverage mobile’s access and convenience across a hotel’s key business/
marketing disciplines (reservations, promotions etc.)

13. Key Tactical Mobile Marketing Tools & Uses
• Mobile site!optimized for mobile
Align with existing brand web experience then leverage unique mobile capabilities not
offered by PC web (ex. click to call, location etc.)
• Multichannel mobile messaging: SMS + MMS database build
Integrate with email, social media, online Web.
• Advanced mobile messaging with CRM integration that captures
preferences and responds with relevance
Customer service alerts against guest preferences, loyalty club offers, sweeps, alerts, food/
beverage promos, spa discounts, event info.
• Native app and Web apps (HTML5)
Rich, customized experiences with off-line access
• Mobile advertising: banners, video, click to call, SMS/MMS
Mobile display ad buys placed in apps, mobile sites, delivered by SMS/MMS messages
• Mobile Analytics: Understand your customers and their behaviors
Use metrics to analyze mobile initiated bookings, on-premise spending, offer redemptions

14. SMS Marketing Campaigns
Mobile marketing offers a wide variety of text
services for use in mobile hospitality/travel marketing
campaigns and customer messaging including:
• SMS subscriptions & alerts with CRM
segmentation
• Promotional marketing texts
• Links to mobile sites
• Click-to-call (IVR) to customer service
• Standard mobile coupons with redemption codes
• Smart SMS Messaging integrating database
conditions (weather, location, preferences) for
segmented messaging
Welcome to Rouge
• Mobile coupons integrating POS redemption/ Hotels Preferred
tracking Guests Alerts
Champagne Brunch
• On-collateral/merchandise marketing Saturday/Sunday.
Complimentary hotel
• Loyalty program messaging & offers shuttles every half hour
to the beach, shuttles
• Consumer data gathering every hour to the
airport.
• Broadcast text initiatives
• Instant win & sweepstakes
• Quiz, poll & survey
• Text to Screen & customer generated messaging
• Much more

15. Customer Acquisition & CRM via Mobile
• Opt-in to SMS/MMS alert messages on Mobile Site Opt-in
events, promos, and special offers
• Integrated into any traditional marketing
channel (print, in-hotel, TV, Web, outdoor,
email etc.) with email integration key Web Opt-in
• Integration with email marketing—link to
Web opt-in
• Opt-in available via online Web form or
mobile site capturing customer profile
data
• User selectable alert message content
preferences
• All preference and profile data is captured
for CRM database build, analysis,
targeted messaging, and use in other
marketing channels
• Drive customer interaction based on
stored or real time geographic customer
location

16. Basic On-Property Messaging Components
• Combine centralized hotel brand messaging (brand owned properties) with locally
controlled franchise initiatives
• International and domestic can be managed together from single solution
8.5 M
o Need to think about long code, local short code and local long code strategy
o Message initiative type predicates code strategy: 1-way vs. 2-way campaigns
• Option for real-time location aware messaging to know if they are on the property
• Post stay messaging4.1 M they’ve left (leveraging LBS info or Web captured location)
after
• In fact all messaging is “local”—need for different languages both for international
service and local for international guests or dominant local second languages (Spanish
in US). This underlines the advantage/need for preference capture on opt-in.
• Opt-in options: email (online reservation confirmation email), Web with CRM
preference/profile capture, at front desk at check in

17. On-Property Messaging: What We’ve Learned
• Capturing profile and preferences are key!non-relevant messaging has nominal value
• Don’t go nuts on detail and specialization when capturing profile/prefs!don’t try to
cater to every possible preference or capture every profile detail!it’s too much for you
8.5 M
and your customer
• What you send the customer is key
o Successful messages: Offers!such as dining, spa, events reminders
o Less successful: basic info like room alerts, room is ready etc.
4.1 M
o Key for offers: Track redemption so you can track revenue generated
• Property location will predicate what kind of messages you send!make sure
messages are relevant to the customer experience (ex. hotels in large cities vs. remote
resorts). One size does not fit all, hotel locations brings different dynamics.
• Track performance by property and initiative using discreet keywords

18. On Property Messaging: Potential Road Bumps
• What are the support management costs? How do you optimize the work load
internally?
• If local franchise control is part of your plan, what are the staff dependencies and
8.5 M
internal training and communication requirements? What basic computer
competencies are required?
• Over reliance on a single opt in channel (email, on-property check in etc.). Best
practice is to integrate opt-in across all your marketing channels.
• Setting up initiatives without clear plan on who will be managing alert updates
• Language support!the most obvious point of irrelevance is a language I don’t speak
4.1 M
• Messages with little or no value or relevance to the individual customer
• Make sure you can measure success!analytics are a must and redemption tracking
yields great benefits

19. Smart Coupons & Alerts!
• “One size fits all messaging” to groups can have
unknown relevance to the individual recipient
• Smart Coupons and Messaging integrate with data
sources such as zip codes/location, consumer
profile/preference CRM data, room/reservation
inventory, weather, etc. instantly adding relevance
to the message delivered Rouge Hotel London
Special VIP offer, free
continental breakfast
• Smart alerts can know: during your stay. 20% off
golf at the Royal Toon
! Who the customer is Course in Stanmore.
! Where they are Code:34ru3
Exp: 10/12/12
! What’s happening around them
! When they want something
! Why they need or want it
• Drive bookings and customer loyalty

20. Location Based Services
• Location aware messaging for single
SMS offers or alert group/subscription
messaging
• Message to groups or individual
customers based on their geo location
• Know when a customer is near or in a
property, and send relevant messages
or offers
• Use real-time location lookups or single
lookup at opt-in to establish customer Six Flags Great America
location During your day at the
park be sure to visit Jack’s
• Geo-fencing for automatic just in time Snacks in Yankee Harbor
messaging for buy 3 get 1 free 20 oz.
soft drinks.
Location Aware Campaign
• Location lookup at opt-in
• Opt-in promoted near and in the park
• National campaign using location lookup
to deliver park specific information and
promotions during park visit
• Follow on messages with park
promotions to get customers to come
back, segmented by geo location

21. MMS: Adding Rich Media to Messaging
For hospitality, pictures sell better than words.
• Graphic based coupons/offers
• Option for bar code redemption for retail/
restaurant POS
• Mobile billing/statements/payments
• Video and rich media delivery for property
awareness
• Unlimited character length
• Option for QR and Microsoft Tag opt-in
• QR/Tag allows dynamic campaign
adjustments—MMS destination (site, video
etc.) can be changed anytime during the
campaign
• International delivery

22. SMS/MMS Case Study: Casa del Mar (LA)
• SMS keyword/short code opt-in to receive MMS video
promotion
• 5 week campaign Q4 2009
• Call to action promoted in on-property brunch posters,
email, Facebook, Twitter, PC website
• MMS video enticed customers to join the hotel’s
loyalty club in return for a special offer of free
unlimited Bloody Marys or champagne during Sunday
brunch. Customers used the video to redeem the
offer.
• 75% engagement rate (video opened)
• 27% redemption rate (250 redemptions) for
substantial revenue gains
• ROI 450% and growing
• Built a local database of local customers to message
and drive revenue through hotel services, food &
beverage, spa bookings etc. equaling their social
presence
• Combined engagement rate of 61% for the SMS
campaign and reminder blast
Source: Mobile Marketer Dec. 16, 2009

23. Mobile Internet Sites
Create content rich mobile sites with interactivity to extend
a hospitality brand and provide key customer services.
• Full branded sites
• Micro sites & landing pages
• Mobile content delivery
• Room and services information
• Reservation booking
• Video downloads/streaming
• Automated ad serving
• RSS/XML dynamic feeds
• Property locator/maps
• Travel information
• Viral marketing
• Profile gathering
• Click to call for customer service
• SMS marketing opt-in
• Mobile greeting cards
• Coupons & promos
• Social marketing

24. Las Vegas Sands Venetian & Palazzo
• Check room rates
• Reservation booking online
• Click to call reserve by phone
• Room information
• Entertainment information & booking
• Amenities information
• Dining information and booking
• Grazie Resort Loyalty Program
• Social integration for Facebook, Twitter,
Flickr, YouTube

25. Marriott Mobile Site
• Hotel chain provides “find a hotel”
• Search by city, distance, price,
brand
• Manage reservations
• Rewards program access
• City guides & traveler tools
• Click to call for reservations
• Mobile customer satisfaction survey
Through June 2011, Marriott’s mobile
site has been averaging nearly 2.6
million visits per month and $21
million in property-level revenue a
month, which is more than 3 times the
volume compared to the same time
period in 2010.

26. Other Hospitality Site Environments

27. Mobile Apps
• Find nearby hotels
• Book reservations
• Check upcoming reservations
• Get hotel details
• Get hotel photos
• Enroll in Marriott Rewards
• Check rewards point balances
• Local information
• Cross platform support: iOS, Android, RIM

28. Key Takeaways
• Success with Mobile in hospitality depends on a balance of promotion
and convenient utility, wrapped in relevance
• Travelers always looking for deals!throughout their entire stay or trip
• Smart phone user is your target customer!it’s the device for traveler
reach, especially for business traveler
• Mobile web is most preferred channel for travelers, likely because of
its natural tie in to search
• Quick tactical choice to fit the common strategic needs for hospitality? Mobile
web + SMS/MMS messaging groups.
!it’s the “one two punch” offering high use (mobile web) + high response
rates (20% for travel-based SMS messages) + growing database build

29. Thank You
Visit www.iloopmobile.com to learn how we can help you mobile
enhance your marketing.
Contact sales@iloopmobile.com (408) 907-3360 and we’ll help you
get started.
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