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Mobile Trends for Destination Marketing, 2015

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What's are the key changes we can expect from the technological landscape, that will have great effect on travel marketing.

This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks.

The target audience is dmo and tourism marketeers

Publié dans : Marketing
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Mobile Trends for Destination Marketing, 2015

  1. 1. Mobile Trends for Destination Marketing 2015 By Tine Thygesen - @tahitahi formerly know as
  2. 2. Amazing travel apps I’m Tine Thygesen (@tahitahi) from
  3. 3. I want to tell you a story about one of the biggest societal, technical innovations in all time.
  4. 4. 1. Planning Surprisingly, it doesn't look like this
  5. 5. But like this… 
 In sub saharan, Uganda, Botswana, Ghana researchers noticed in 2012 that people were transferring air time (phone credit) as proxy for money They looked into it, and in 2004 first airtime swapping was authorised in Mozambique 2007 it was launched as a full service to transfer small amounts of money, between private people: M Pesa
  6. 6. 1. Planning Today it has changed the payment landscape in 9 countries. And has 19m active users This hyper innovative branchless banking service, was amazingly by department by Intl. Development of U.Today it is run byVodaphone, SafariCom
  7. 7. In 2015 mobile payment finally arrive in the west! Apple Pay: Pay in physical stores and in apps with one touch ‣ Tiny fees ‣ Strong partners ‣ Privacy ‣ Secure
  8. 8. Trend #1 Mobile payments go big in-mobile purchases real world transactions
  9. 9. 1. Planning Big year for ‘there’s an app for that’ Police, sending letter, track my fitness, for all my reading, signing documents, for buying petrol, CPR first aid, school homework, grocery shopping, decide clothes to wear
  10. 10. 86% mobile time spent in apps! Total 2.42h/day Average traveler: 3 apps, use two. Frequent traveller +1
  11. 11. Market dictates: single purpose apps Speed über alles
  12. 12. More time: 26 minutes more than Android’s (Total time 2h 42min pp/day) More Data: iPhone downloads 1.1 GB p/m vs Android’s 0.9 GB (US) More money ‣ Spend 4x more on apps ‣ iPhone 57% of mobile commerce transactions vs Android's 43% (US) Android more users But iPhone users still more valuable
  13. 13. ‣ Single purpose apps ‣ Invisible apps (background, tracking, health) ‣ Occasional apps (medical, police, postage) Trend #2 Apps for everything
  14. 14. Trend #3 Hyper informed consumer
  15. 15. Rise of the silent traveler A lot of visitors will buy more/ be happier if they can be serviced 100% online
  16. 16. * One2Few, instead of One2Many * Short message lifetime * 1b MAU: Snapchat, WhatsApp, WeChat, Line Tough for marketeers: Less broadcasting, more private sharing
  17. 17. Demand for loyalty products Hilton rolled out ‘Choose Your Room’ feature in HiltonHonors app. Also has mobile check-in / out. All airlines now have, or are working on a loyalty app.
  18. 18. Copenhagen & Edinburgh Airport, Spring Air & Virgin Atlantic. ‘We reduce amount of paper managers need to carry... ‘and because devices are hands-free, managers are not focusing on a screen but engage better with passengers.’ Google Glass 
 improve customer service Copenhagen Airport
  19. 19. Key driver for tourism: 
 Visual networks Photo networks rapid growth 1.8B photos uploaded & shared per day
  20. 20. Some more 
 classy than others… the selfie stick
  21. 21. People want stories… #4 Technology is simply the method
  22. 22. Moleskine: cult notebooks used by Picasso and Hemingway (but actually invented in 1997) Tell a story that 
 lets people join an exclusive crowd...
  23. 23. People want what we cannot have. So wrap content in a veil of “secret” or “insider”
  24. 24. The “local” concept to make people feel like a traveler, not a tourist Airbnb’s “Belong Anywhere” story
  25. 25. And it’s not even branding. In ’71 they rejected GNP as core metric Also has limited tourism arrival intake. And scarcity creates demand! Bhutan’s “Gross Happiness Index” Best tourism branding. Ever.
  26. 26. By Tine Thygesen, @tahitahi Thank you! Considering an app for your business? Contact chris@triptale.net for great help! &
  27. 27. Sources and links http://www.businessinsider.com/iphone-v-android-market-share-2014-5 http://www.cnet.com/news/android-loses-some-us-market-share-but-remains-top-dog/ Visit Iceland Experian: http://www.experian.com/blogs/marketing-forward/2013/05/28/americans-spend-58-minutes-a-day-on-their-smartphones/ Flurry.com http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U_xO4EuuoSo Fortune.com http://fortune.com/2014/06/27/apples-users-spend-4x-as-much-as-googles/ FierceWireless http://www.fiercewireless.com/special-reports/average-android-ios-smartphone-data-use-across-tier-1-wireless-carriers-thr-1 AdTruth http://adage.com/article/digital/android-users-spend-iphone-users/244124/ http://www.kpcb.com/internet-trends http://www.dailymail.co.uk/travel/article-2661519/Google-Glass-Copenhagen-Airport-airport-trial-use-wearable-tech.html http://techcrunch.com/2014/07/30/hilton-hotels-now-lets-your-choose-your-room-with-your-phone/

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