With so many people using their smartphones and tablets on-the-go, it’s vital for hoteliers to be targeting a mobile audience in each stage of travel – from planning to booking to experiencing. Does your hotel have a mobile-friendly website and is it providing an optimal user-experience? Is your hotel effectively capturing nearby searchers looking for a last minute room? Is your hotel team proactively encouraging your guests to share their positive experiences on Facebook? If your hotel does not have a mobile-strategy in place, than you may be losing potential guests to your mobile-savvy competitors. In this session, Blue Magnet Interactive will walk you through the necessary mobile channels that your hotel needs to be optimizing to increase bookings and drive more revenue in 2014!

3. nakedsecurity.sophos.com

4. Loyal App User?
Facebook Recommendation Asker?
Review Site Checker?
Pre-Trip Visual Experiencer?

9. 1. Why does mobile really matter?
2. What does “mobile optimization” actually mean?
3. How to create a multi-channel mobile strategy?
4. Where to begin?
5. Q&A

11. 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Visits by Mobile
Hotel in Nashville, TN

12. Hotel in Nashville, TN
Visits by Device Category
Mobile
Tablet
Desktop
Mobile
Tablet
Desktop

13. 0%
10%
20%
30%
40%
50%
60%
Male Female
By Gender
0%
5%
10%
15%
20%
25%
30%
18-24 25-34 35-44 45-54 55+
By Age Group
0%
5%
10%
15%
20%
25%
30%
35%
40%
Less than
50K
$50-100K $100-125K $125-150K $150K+ Declined to
Answer
By Household Income
Anatomy of Mobile Shoppers
nielsen.com

20. • Generate more quality traffic
• Increase bookings
• Increase conversion rate
• Increase ADR
• Boost guest engagement
• Increase WOM/social referrals

22. Enhancing your hotel’s presence on all mobile devices,
thereby creating an efficient shopping and traveling
experience for all mobile users.
• Mobile App
• Mobile version of your Desktop Website
• Responsive Website
• External mobile channels (social media, OTAs)
• Increase WOM/social referrals
• Simplifying the Experience & Booking Process

30. Channels & Strategies Impacted
• Instagram – mobile app
• Foursquare – mobile app
• Facebook ~ 80% mobile usage
• Twitter ~ 76% mobile usage
• Pinterest ~ 75% mobile usage
...and many more social media channels

31. comscore.com

32. o Travel is the most popular topic on Facebook
- 84% of people are inspired by friends’ holidays on Facebook
- 70% of people can easily imagine going to a place if they see
friends and family have been there
tnooz.com

35. Channels & Strategies Impacted
• Local Search Optimization
• Social Media Channels
• Online Travel Agencies
• Online Review Sites
• Paid Search Advertising
• Hotel Website

37. Recommendations via social
media are a huge influence
Consumers are 71% more likely to
purchase based on social media
referrals
There are 500 billion word of mouth
impressions on social media each
year in the United States; each
individual post by a consumer
reaches an average of 150 people

39. Most Popular Travel Websites in March 2014
38 million unique visitors
35 million unique visitors
25 million unique visitors
16 million unique visitors
20 million unique visitors

41. Google AdWords provides
robust mobile targeting by
• Time of Day
• Location
• Device
• Demographic
Last year in the US, the share of
paid search clicks from mobile
devices rose from 21.8 percent
in January to 34.2 percent in
December. Paid search clicks
from smartphones almost
doubled throughout 2013.

42. Channels & Strategies Impacted
• Online Travel Agencies & Mobile Deal Apps
• Mobile site presence
• Site Design and Development
• User Experience
• SEO/Content Marketing

45. Mobile First – Start with mobile & build from there
• Mobile site vs responsive web design
• Mobile-optimized website versus app
• Mobile design and site architecture
• Conversion optimization and tracking
• Content creation
• Mobile only offers and deal apps for last minute shoppers

46. Responsive Website Design
automatically reformats to fit your
device screen size, enhancing the
user-experience while shopping on
mobile, tablet, desktop, or TV!

47. A Mobile Website is a separate site from your
desktop site, and can be set up to detect a user
coming from a mobile device so it can send the
user to the correct mobile web page

48. Mobile Apps have strong
user experience over their
browser counterparts, and
high levels of engagement
and conversion optimization
Did you know… About 80% of the typical mobile
user’s time is spent on mobile applications!

49. Channels Impacted
• On-Property/POP
• Provide share-worthy guest experience
• Educate team about hotel’s social media
• Incentivize team for online reviews
• Mobile Website

50. Can you remember….
the last time your phone was not within earshot?
fastcompany.comAGES 18 – 44

51. Mobile allows guests
to write reviews in
real time.

52. Your hotel’s mobile site is the concierge’s best friend.
“Unclutter” the front desk (maps, menus, things to do lists)!

53. Channels & Strategies Impacted
• Social Media Channels
• Online Review Sites

54. • Five minutes of famed
• Freebies at hotel
• Chance to win/Giveaways
Reward User-Generated Content to
maintain control and acquire content

55. Promote social media engagement in keycard inserts
Market your social channels around the hotel.
Implement a check-out strategy to ask guests for online reviews.

58. First Steps
• Dig through your current analytics
• Assess your current mobile strategy on all applicable channels
• Determine the necessities
• Ensure consistent messaging across devices, including
email and SMS, and explore cross-device marketing
functionality

59. Local Listing Optimization
• Assess your current local listing status
• Determine your correct NAPU and begin updating the
major players!

60. OTA Optimization
• Assess your OTA listing content and reputation
• Run mobile-only offers and utilize mobile deal apps
• If beneficial, sign up for mobile OTA upgrades (like
TripAdvisor)

61. Create your social media strategy
• Dedicate a resource to social media and define your
goals
• Determine which channels work for your needs
• Use a content calendar and follow mobile best
practices
• Encourage on-property engagement!

62. Educate and incentivize your staff
• Provide the best guest experience ever
• Implement an online review strategy

63. Site Design/Development with User Experience
SEO & Content Creation
• Responsive Web Design vs. Mobile strategies
Paid Search Advertising
• Develop mobile-targeted PPC campaign with mobile-friendly landing pages

64. Bring it all together - Interlink your optimized
mobile channels so they all effectively
contribute to the all five stages of travel!