1. mobile marketing
MOBILE MARKETING IN THE
HOSPITALITY INDUSTRY
Market analysis
By Michiel Veefkind, Willem Bleeker & Paul van Keulen

2. AGENDA
Company name
Our pitch
Market analysis
Further steps
Questions
mobile marketing
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3. WHY INFORMATIVE?
Our company name
in·for·ma·tive (n-fôrm-tv)adj.Serving to inform;
providing or disclosing information; instructive.
mobile marketing
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4. ELEVATOR PITCH:
OUR BUSINESS IN 60 SECONDS
Customer experience
Trends New ways of communication (personalized and cross-media)
Continuous customer service improvement
The hospitality business is traditional in approaching customers
Problem There are no direct customer feedback systems and little personalized
information
Mobile marketing system with feedback function, using SMS messages
as a starting point, followed by smart phone applications
Solution
For hotels: direct interaction with their customers and customer service.
Customer loyalty will be improved.
Value creation For customers: better understanding of their needs, instantly better
service and personalized information about hotel and city.

5. SOME PRACTICAL APPLICATIONS
OF OUR SYSTEM
Welcoming to the city
Last minute room changes
Conference delays
Reminders of: payment, bookings and check in times
Package up sells & offers
Restaurant menus
Information requests (matches, cinema, sightseeing)
Feedback questionnaires in order to improve customer service
“Target specific guests at specific times with specific messages”
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6. MARKET ANALYSIS
Target market: Hotels
Very conservative market > opportunity
2009: tough year due to financial crisis
Market segmentation:
High-end vs Low-end Hotels
Stand-alone vs Groups
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7. MARKET ANALYSIS
Market size The Netherlands:
2200 hotels
Nr of overnight stay’s in 2008: 32,6 million
Avg stay: 1,8 night
18 million visitors
Nr of tourists in hotel: 8 million
Nr of domestic visitors: 10 million
Source: CBS
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8. MARKET ANALYSIS
Market growth rate (source: CBS)
Nr of hotels will stay the same
Nr of overnight stay’s decreased in the first eight
months of 2009 (-3.5%)
Increase in domestic tourism
Market trends
Hotels want to innovate (hot in USA)
Nr of mobile phones + their app’s are increasing
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9. MARKET REVENUES
Decrease overall: -8,8%
Source: Misset Horeca, 2010
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10. FURTHER STEPS: NEXT WEEK
Meeting with coach
Arranging more interviews with hotels
Distributing our survey
Contact SMS gateway suppliers
Develop branding
mobile marketing
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11. QUESTIONS & REMARKS
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