Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Dispelling the myths about hotel mobile apps
1. August 15, 2012
Dispelling the myths
about hotel mobile apps
PRESENTED BY:
Brian Fitzgerald, Mobile Media Applications
Ask questions on twitter @mobilemediaapps
DISPELLING MOBILE APP MYTHS | AUGUST 2012
2. Webinar Objectives
1. Clear up many of the misconceptions that exist about
mobile apps for hotels.
2. Give you the necessary information to accurately craft
your mobile marketing strategy.
3. Share some information about Mobile Media
Applications and Ustay.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
4. Who We Are
Mobile Media Applications, LLC
Mobile app development company, founded in 2010
Specializing in the hospitality industry
Sister company of O’Rourke Hospitality Marketing
Easy to use software that’s affordable
and measurable
Staff of experts
DISPELLING MOBILE APP MYTHS | AUGUST 2012
5. Ustay
The leading app for hotels
Software platform that creates
iPhone and Android apps for hotels.
Allows hotels to add, edit, and
publish their content.
Built for both individual hotels
and groups of hotels.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
6. Ustay
The leading app for hotels
FEATURES
Branded Design & Custom Navigation
Mobile Bookings
Local Scene
Push Notifications
QR Scanner
Property Information
Special & Last Minute Deals
At Your Service
Get Social
Multilingual
DISPELLING MOBILE APP MYTHS | AUGUST 2012
8. The Myths
1. You need a separate app for each mobile platform
2. Apps are expensive
3. Customers don’t want and don’t use apps
4. If you have a mobile website, you don’t need an app
5. Marketing an app is expensive
DISPELLING MOBILE APP MYTHS | AUGUST 2012
9. MYTH #1
YOU NEED A SEPARATE APP FOR EACH MOBILE
PLATFORM
DISPELLING MOBILE APP MYTHS | AUGUST 2012
10. Mobile Operating System Market Share
Microso
Research In Mo on (Blackberry)
1st Qtr 2011 Market Share (%)
Symbian
1st Qtr 2012 Market Share (%)
iOS
Android
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
DISPELLING MOBILE APP MYTHS | AUGUST 2012
11. Combined Android and iPhone represent 79% of the market
DISPELLING MOBILE APP MYTHS | AUGUST 2012
12. Technology Improvements
There are now technologies that
allow developers to build an app
once and it is created for both
iPhone and Android.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
13. Takeaways
You don’t need to build separate
applications for the various mobile
platforms
Build once and solve for Apple and
Android, addressing 79% of the market
Don’t worry about Blackberry and
other mobile platforms
DISPELLING MOBILE APP MYTHS | AUGUST 2012
14. MYTH #2
APPS ARE EXPENSIVE
DISPELLING MOBILE APP MYTHS | AUGUST 2012
15. Apps can be expensive… but don’t have to be.
An app solution An app solution
will be expensive… can be affordable…
If you don’t understand the landscape If you find a partner that has
experience building mobile apps
If you try to build an app on your own
If you find a provider that has
If you’re working with a partner who
already invested in building an
doesn’t know what they are doing
application software
DISPELLING MOBILE APP MYTHS | AUGUST 2012
16. Mobile app software vs. custom mobile app vs. mobile website
DISPELLING MOBILE APP MYTHS | AUGUST 2012
17. Takeaways
Apps don’t have to be expensive
Building a custom mobile
application from scratch is not an
option for most hotels
Mobile websites and mobile apps
are very comparable in cost
For roughly the equivalent of 1
incremental room night per month
you can have a mobile app
DISPELLING MOBILE APP MYTHS | AUGUST 2012
18. MYTH #3
CUSTOMERS DON’T WANT AND DON’T USE APPS
DISPELLING MOBILE APP MYTHS | AUGUST 2012
19. Our guests are going mobile
Hospitality is the #2 industry
for mobile engagement.
64% of app users say they
view brands with mobile apps
more favorably.
66% of Americans ages 24-
35 own a smartphone.
By 2014, mobile Internet
should take over desktop
internet usage.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
20. The app marketplace is growing
The average number of apps on
smartphones for 2011 was 32,
compared to 41 (so far) for 2012.
5% of apps in the app store are
travel apps.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
21. The large hotel brands are adopting mobile
MOBILE ADOPTION RATES ACROSS ALL PLATFORMS
% of Brand on the following Mobile Platform (2011 vs. 2012)
Source: L2 Thinktank
DISPELLING MOBILE APP MYTHS | AUGUST 2012
23. Takeaways
Consumers want and like apps
Apps are becoming prevalent
across many channels and
mediums
Don’t use the excuse of,
“my customers don’t want apps”
DISPELLING MOBILE APP MYTHS | AUGUST 2012
24. MYTH #4
IF YOU HAVE A MOBILE WEBSITE YOU DON’T NEED AN APP
DISPELLING MOBILE APP MYTHS | AUGUST 2012
25. Mobile Apps vs. Mobile Web
Consumers are spending a great deal of time on BOTH mobile websites and mobile apps
Time spent with mobile apps vs. mobile websites (billions of minutes)
120
100
80
Billions of minutes
60
Apps Minutes
Website Minutes
40
20
0
Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12
Month
Source: http://www.emarketer.com/Article.aspx?R=1009155&ecid=a6506033675d47f881651943c21c5ed4
DISPELLING MOBILE APP MYTHS | AUGUST 2012
26. QUESTION
IN YOUR COMPETITIVE MARKET, HOW CAN YOU CONTINUE TO
DIFFERENTIATE AND ADD VALUE TO THE CUSTOMER?
DISPELLING MOBILE APP MYTHS | AUGUST 2012
27. By using apps to enhance the guest’s journey at all stages
PRE STAY
PRE TAY STAY POST STAY
DISPELLING MOBILE APP MYTHS | AUGUST 2012
28. Apps can do things better than mobile websites
Provide local information, itineraries and planning tools
DISPELLING MOBILE APP MYTHS | AUGUST 2012
29. Apps can do things mobile websites can’t
Integrate with PMS systems for check-in & checkout
DISPELLING MOBILE APP MYTHS | AUGUST 2012
30. Apps can do things mobile websites can’t
Integrate with PMS systems for requesting services and receiving messages
DISPELLING MOBILE APP MYTHS | AUGUST 2012
31. Apps can do things mobile websites can’t
Integrate with PMS systems for ordering room service
DISPELLING MOBILE APP MYTHS | AUGUST 2012
32. Apps can do things mobile websites can’t
A mobile app, working with a
technology like Openways, can
allow guest to bypass the front desk,
check in on their phone and open
their guestroom
DISPELLING MOBILE APP MYTHS | AUGUST 2012
33. Guests want these types of features
Hotel services that US business traveler would use if made available on mobile
devices
Checking in & out
Special offers and discounts
Guest services
Percentage of respondents
Business services
None
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: http://www.emarketer.com/Article.aspx?id=1009207&R=1009207
DISPELLING MOBILE APP MYTHS | AUGUST 2012
34. Apps can do things mobile websites can’t
Push notifications
Craft your message in our
content management system
DISPELLING MOBILE APP MYTHS | AUGUST 2012
35. MYTH #5
MARKETING AN APP IS EXPENSIVE
DISPELLING MOBILE APP MYTHS | AUGUST 2012
39. MARKET YOUR APP
Email Marketing
Email Campaigns
Email Signatures
Confirmation Emails
Thank You Emails
DISPELLING MOBILE APP MYTHS | AUGUST 2012
40. MARKET YOUR APP
Press Releases
Submit to news outlets
Repurpose on your blog
Submit using paid circulation
DISPELLING MOBILE APP MYTHS | AUGUST 2012
41. MARKET YOUR APP
In-room messaging
Screen about app
on IPTV station
HSIA login Screen
Table tents
near charging
station in room
DISPELLING MOBILE APP MYTHS | AUGUST 2012
42. MARKET YOUR APP
Food and Beverage Outlets
Table tents
& Menus
Coasters on bar
DISPELLING MOBILE APP MYTHS | AUGUST 2012
47. Summary
1. You do not need a separate app for each mobile platform
2. Apps do not have to be expensive
3. Customers want apps and are increasingly relying on apps
4. Mobile websites and mobile apps provided very separate and distinct purposes
5. Marketing does not have to be expensive
DISPELLING MOBILE APP MYTHS | AUGUST 2012
48. NEXT STEPS
How we can help
If you don’t have an app
and want to learn more about
our mobile solutions contact
us today.
DISPELLING MOBILE APP MYTHS | AUGUST 2012
49. THANK YOU
For more information, please contact:
MOBILE MEDIA APPLICATIONS
phone 866.395.8878
Email info@mobilemediaapplications.com
DISPELLING MOBILE APP MYTHS | AUGUST 2012
Notes de l'éditeur
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Stats about the guestBefore you can successfully market your app the most important thing to do is figure out who your guest is and what drives them. Answer some of these questions about your guest… What technology are they using? What motivation do they have to download and use your app?
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Minimize presentation and go to http://www.personalizemedia.com/garys-social-media-count/
Each employee has their own qr code so you can track how many downloads.
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign
All these examples should be consistent (same messaging, same property) to highlight the idea of a robust, comprehensive campaign