1.
Mobile trends 2014
for travel & tourism
Tine Thygesen
@tahitahi
&

2.
Everplaces
Global travel community, most
authentic design & foodie travel tips
TripTale
World’s best travel app builder
for brands and DMOs
How can we help you?

3.
52%
consumers used mobile
device to book travel.
Laptop 48%. Mobile Marketer, March13

4.
1. Planning
17%
of global web traffic
comes from mobile
Mashable, August 2013

5.
1. Planning
A lot of planning, inspiration and booking
starts on mobile

6.
But mobile
isn’t as hard
as it looks

7.
There are goals...
Engage
Interact and communicate to turn
interest into bookings
Service
core info, loyalty,
assist as to get
shares
Awareness
campaigns and
push to get
eyeballs
and there are channels...
Own pages
web
apps
Social profiles
Facebook,
Google Plus
Travel site
profiles
TripAdvisor
Others’
pages, apps
Maps
Google, Apple
Print
Publications,
brochures
Tourism Centers
In person, interactive
Mobile is “just” another channel. So it’s not a product to push in itself, it’s a service rendered

8.
loyalty
awarenessMobile web
‣ Awareness, make sure the 20% that
access your info via mobile can read it
Loyalty Awareness
Mobile apps
‣ Offline!
‣ Best for in-destination
vs

9.
Mobile is great for creating fans
52% use apps in-destination
‣ 94% research things to do
‣ 75% search for restaurants
‣ 80% for maps and directions
Loyalty
‣ Reward core customers
‣ Encourage sharing

10.
Trends:
How will mobile
impact travel

11.
1: On-the-go becomes
bigger, most of these late
bookings will be made on
mobile
For hotels already 65% of late bookings are
via mobile, for flights 15%.
Las Vegas already gets 30% of all bookings
from mobile.
Biggest days are Fri-Sat, so it’s weekend trips
People will travel less prepared,
with shorter notice.
Their discovery, planning and
booking moves to mobile.

12.
2: Your most important job
becomes to provide
internet
Unbiased validation, reviews, user
generated content, word of mouth and
social becomes even more important.
Therefore, it must be possible to share
everywhere, instantly!

13.
maps
3: Maps become a
communication platform
Because people want contextual
information they navigate and research
via the maps
Google and Apple maps becomes place to
find opening hours, links and prices
Social geo networks like Yelp, Foursquare,
Everplaces become more used to filter info
Exact location inside buildings now possible
Commerce moves to maps

14.
4: Service and problems
are helped immediately, on
location via mobile
Inform as the problem happens, cancellations,
delays, waiting times
Rebooking and in trouble assistance directly in app
Advanced notifications, contextual and geo; like
happy hour, event notifications, deals
Improved service due to mobile, like at Starbucks

15.
5: Payments become easy,
and we pay for different
things
Pay with mobile is now almost ready for mainstream
Order food and drink without waiting for the waitress
Mobile purchase to jump the queue at attractions, cinemas,
etc. Check-in on mobile, all is ready as you get there
Less margin on hotel and attractions so up-sell becomes
important; tours, rental, spa, practical, restaurant
Premium on time: book hotel only during day, late checkout

16.
6: More authentic and
detailed communication
Advertising must be served together with
UGC to provide trusted information, people
no longer trust unqualified statements
You won’t only book room type, but also floor
plan, position at hotel, see pictures of all
details

17.
1) New paradigm:
DMOs become more
content curators than
content creators
2) More flexible IT
systems and providers
Here are
some
hacks...
Short cuts to an effective digital presence

18.
Technology should not be a burden, but a help!
Choose IT suppliers who are flexible. It’s now common with several tech
providers. Optimal scenario is for systems to be integrated, so everything
is automatic.
Bring dynamic info into your site:
- Feeds into apps and website from streams, Instagram, Twitter. Now
possible to get admin power to delete undesirable images.
- Embeds of content and ratings from external content providers. Should
be automatically updated.

19.
App pulls in
automatic feed from
an Instagram
hashtag.
New: It’s now
possible to build a
filter function so you
can delete
undesirable images.

20.
Optimize content already made, spread it.
- Widgets: Send into partner websites Make your content collections
available making widgets they can embed. Great to spread the word and
for partners to take responsibility.
- Widgets: Turn into interactive displays Rather than investing in
expensive on-destination solutions, use iPads and projectors to
showcase maps and information. Can be done by partners too.
- Integration: Send directly into apps. Like Everplaces integration with
TellUs/ New Mind so apps talk directly to database
All the above can be combined with blogs to make quick and dirty
campaign landing pages.

21.
showcase:
EP into wordpress blog
instagram into german app
widget onto wall DAC
Interactive display, controllable by a mouse

22.
Widget shows
content from
Everplaces on
blogger’s own
WordPress blog
Could also be on a
website, and display
places by image.

23.
Be mobile on others’ pages and apps
- Other people’s apps: Be included in event apps, supply content to
partner apps (ferries, campsites, hotels), and NTOs.
When should you make own apps?
‣ Info that only you would share
‣ Core local information, not out there
‣ Brand control
- Location based networks: Key priority this year is Apple and Google
Maps. Other sources that are often fed to multiple sites are Facebook,
Foursquare, Yelp, TomTom

24.
By Tine Thygesen, @tahitahi
Thank you!
Considering an app for your
business? Contact
chris@triptale.net for great
help!
&