Todd Thayer discusses the transformation of mobile engagement in the travel industry, creating opportunities for improved CRM, revenue and cost reductions.

1. The Intelligent Mobile Experience
Todd Thayer
VP Product Management
#tdsusa
@Mobile4Brands

2. Mobile Transforming the Travel Industry
Mobile is the only channel that reaches customer at every point in travel journey
Syniverse’s Mobile Engagement solution allowed
a major hotel brand to launch seamless cross- channel mobile communications to its customers around the globe.
#tdsusa
@Mobile4Brands

3. Extend offers and information when the customer is most likely to purchase
Upgrade to Business Class?
52% of business travelers would consider purchasing in-flight amenities if offers were sent to their mobile before boarding (FlightView)
The Travel Journey
Plan
Purchase
Departure
Upsell (in-flight)
Cross Sell
Trip info/reminders
Trip
Upsell (On-site)
Cross Sell
Notifications
Destination Activities
Return
Feedback & Rating
Update travelers profile
Tailored offers
Next Trip
#tdsusa
@Mobile4Brands

4. Apply Mobile Context to Personalize Travel Experience
Apply user’s shared information...
Location
Historical Mobile Usage
Age and Date of Birth
Gender
Marital Status
Loyalty Points
Purchase/Purchase Amt.
Device Type
Device and App Usage
Read Messages
...to deliver what they want…
Offers & Deals
Reservation Updates
Ancillary Services
Loyalty Rewards
Customer Service
…when & how they want it.
SMS/MMS
Push Notification
Social
Passbook
E-mail
Voice
Allow travelers to curate their own experience
Integrated channels; one brand experience
#tdsusa
@Mobile4Brands

5. Top Airlines: 25% off drink tab for your flight tomorrow. Click here for more details
Enjoy 25% off in-flight drinks for tomorrow’s flight. Click here to accept & receive a code!
To: Camila Lanvin
From: Antigua Air
Camila,
Thanks for being a loyal customer- six flights in 6 months! Enjoy 25% off in- flight drinks for tomorrow’s flight from LGA to SFO.
Sincerely,
The Customer Service Team
Download our App for a chance
to win a trip for two!
New Message from Antigua Air
NICKNAME
Jane’s Card
Antigua Air:
Enjoy 25% off
your in-flight drinks tomorrow!
(LGA  SFO)
Close
OK
Camila
25% off in-flight drinks
(LGA  SFO)
*Valid until 9/28
Antigua Air
Deliver Cross-Channel Communication
United Airlines generated 1% ($25 million) of its $2.5 billion in annual ancillary revenue on mobile phones. (Forrester)
#tdsusa
@Mobile4Brands

6. See other Deals
20% OFF cruises to the Bahamas
Travel Time
Flash Deal: October
Book Now
Companies using gamification experience a 100% increase in page views, interactivity & repeat visits. (hotelexecutive.com)
See other Deals
20% off cruises to the Bahamas
Travel Time
Scratch off to reveal your October flash deal:
Shop Now
24 hours only!
Extend Offers to Fill Seats and Space
#tdsusa
@Mobile4Brands

7. 7
Antigua Air
Antigua Air
We apologize for your delayed flight. Click here to receive a $15 voucher to use at any participating restaurant on Concourse D
Close
OK
Raising customer retention by 5% can increase profits by 25% (Bain & Company)
Improve the Customer Experience
#tdsusa
@Mobile4Brands

8. Welcome to TopHotels New York!
Enjoy 2-for-1 cocktails in the lobby bar tonight from 5-8pm.
47% of consumers want discounts and last minute deals via mobile (EyeforTravel)
Increase Revenue with Tailored Offers
Guest desire to book added in-stay services outstrips hotels’ current provision (EyeforTravel)
#tdsusa
@Mobile4Brands

9. Analyze mobile engagement strategy based on what delivery channels lead to response, redemption, two-way interaction or loyalty.
Refine target audience based on which segments show interest; have highest response rate
Measure Mobile Program Effectiveness
#tdsusa
@Mobile4Brands

10. •Utilize mobile to enhance the travel experience at every step of journey
–Mobile is the only channel to reach customer at every point in traveler journey
–Apply mobile context to personalize engagement; maximize redemption
•Deliver seamless, cross-channel communications in line with customer preferences
•Optimize mobile engagement efforts by defining target audience; measuring mobile program effectiveness
Summary
#tdsusa
@Mobile4Brands

11. Todd Thayer
VP Product Management
todd.thayer@syniverse.com
#tdsusa
@Mobile4Brands
Thank You