Embracing Mobility: How to Build A Mobile Website that Converts
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Discover what makes mobile hotel shoppers make their purchase with the insights and strategies in our August webinar on building a mobile website that converts.
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Embracing Mobility: How to Build A Mobile Website that Converts
- 1. Copyright © 2016 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com Embracing Mobility: How to Build a Mobile Website That Converts August 10, 2016 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Ahmed Youssef (Joe), EVP Corporate Development & Marketing, Amadeus Hospitality Anatoly Polyakov, Owner, Heart of the Village Inn Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.com
- 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising Leonardo @darlenerondeau
- 4. Ahmed Youssef (Joe) Executive VP, Corporate Development & Marketing Amadeus Hospitality ahmed.youssef@amadeus.com www.amadeus.com
- 5. Anatoly Polyakov Innkeeper / Proprietor Heart of the Village Inn www.heartofthevillage.com innkeeper@heartofvillage.com @HeartVillageInn HeartOfTheVillageInnVT
- 6. I don’t have a mobile website because…
- 7. Online travel bookings in US done on mobile devices. Mobility Is Not A Trend. It’s A Fact. *eMarketer, 2015 #LeoWebinar
- 8. Of all hotel bookings in 2015, mobile bookings accounted for:** Mobility Is Not A Trend. It’s A Fact. **Skift, 201 #LeoWebinar
- 9. Mobile website supports planning, booking and on- property experience Mobile website must be visual, load quickly and facilitate the booking process Travel Shopping Micro-Moments on Mobile* *Google, 2016 #LeoWebinar
- 10. Ahmed Youssef (Joe) Executive VP, Corporate Development & Marketing Amadeus Hospitality ahmed.youssef@amadeus.com www.amadeus.com
- 11. RESTRICTE D Confidential ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries How mobile is gaining adoption & how we see the future
- 12. ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries _ We are the leading technology company dedicated to the global travel industry _ We are present in 190+ countries and employ 14,000+ people worldwide _ Our solutions enrich travel for billions of people every year _ We work together with our customers, partners and other players in the industry to improve business performance and shape the future of travel 566 million total bookings processed in 2015 using the Amadeus distribution platform 1.2 billion passengers boarded in 2015 with Amadeus and Navitaire solutions #10 software company in the world Forbes 2015 global rankings Amadeus in a few words 1
- 13. 15 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Mobile is Gaining Adoption Of travelers will book trips via mobile device 51.8% 2014 2015 2016
- 14. 16 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Google is Acting on the Growing Mobile Trend
- 15. 17 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Top 3 Ways for Hotels to Create an Effective Mobile Strategy Offer a website that is designed specifically for access by mobile devices Use location-based services to provide relevant offers Understand your audience’s mobile habits to create the best experience
- 16. 18 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Impact of a Mobile Optimized Site for a Hotel Makes it easier for guests to use and book Location-based services generate awareness and impulse buys
- 17. 19 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Preparing for the Future Make sure your business shows up on mobile- friendly location services and review sites Understand how your customers use or want to use their mobile device to interact with you Embrace a mobile-first mindset
- 18. 20 ©2016AmadeusITGroupanditsaffiliatesandsubsidiaries Mobile Optimized Apps For Hospitality Are Available Now DirectBook PlannerPortal Amadeus Hospitality Diagramming
- 19. Personalised Tailor-made experiences unique to the traveller’s preferences A smooth, door-to-door experience Sustainable Economically, socially and environmentally responsible growth Connected How We See The Future
- 20. Key Takeaways #LeoWebinar An effective mobile strategy - Website designed specifically for mobile devices - Location-based service to provide relevant offers - Understand mobile habits A mobile website makes it easy for guests to use and book Location-based services generate impulse buys Presence on mobile-friendly location services & review sites Mobile-optimized apps The future of mobile: personalized, connected, sustainable
- 21. Anatoly Polyakov Innkeeper / Proprietor Heart of the Village Inn www.heartofthevillage.com innkeeper@heartofvillage.com @HeartVillageInn HeartOfTheVillageInnVT
- 22. Relying on inbound phone calls & walk-ins Old website was informative, but not visual Not optimized for mobile Impact on revenue and type of traveler Needed our 19th Century property to reflect the 21st Century Our Business Challenge #LeoWebinar
- 23. We updated our website several times Our Vizlly-powered website the best we’ve ever had! Visual, informative Optimized for mobile Where We Are Now #LeoWebinar
- 24. #LeoWebinar How We Use Our Mobile Website Travel-related research on mobile is exploding Need to offer attractive and intuitive experience Responsive mobile website - tells a consistent story In 2 months, mobile visits up 30%-50% Bookings steadily increasing
- 25. My Advice To Other Properties Don’t ignore mobile! You need to be where travel shoppers are You don’t have a second chance to make a first impression Create a memorable (sales-driven) experience right away #LeoWebinar
- 26. Key Takeaways #LeoWebinar Pay attention to mobile Be where your guests are A mobile website is your one shot to make a great first impression Mix of visuals & textual information Responsive websites improve SERP rankings and guest experiences
- 27. What type of content would you like to see more of from Leonardo? #LeoWebinar
- 29. About Leonardo Recap video & recording of this webinar. Share it with your colleagues It’s a Wrap #LeoWebinar
- 30. Coming Soon – October 2016 “Leonardo Conference” 7 steps of the Travel Shopping Journey Notable speakers, leading technology and hotel marketing best practices #LeoWebinar Invitations coming soon to your inbox
- 31. Based on today’s content, would you attend future webinars by Leonardo? #LeoWebinar
Notes de l'éditeur
- Amadeus is a technology company dedicated to the world’s travel industry. We offer cutting-edge technology solutions that help key players in the travel industry succeed in their business, and shape the future of travel moving forward. And we do it on a truly global scale. In 2015 Amadeus processed 566 million bookings. Together with Navitaire, our systems boarded more than 1.2 billion passengers. And Forbes recognized us as the world’s 10th largest software company.
- We design our solutions around your/our customers needs in order to deliver against the needs of travellers. Right from the first moment of the traveller life-cycle from looking for inspiration for travel possibilities through to shopping, booking and then pre, on and post-trip. At all stages of the travel experience our solutions help you/our customers deliver more choice and better service to your/their customers. During 2013 we conducted extensive research via the Amadeus Traveller Trends Observatory, an internal exchange platform to better understand traveller trends in the future. We researched in detail how travellers behave, how they search, how they book and other factors that will enable us to continue to understand the traveller life cycle. More recently, we commissioned Future Foundation to develop the Future Traveller Tribes 2030, which is a study that seeks to identify those different ‘tribes’ or different traveller segments that will shape the future of travel through to the end of the next decade. The six tribes we’ve identified in our report will be shaped by demographic, economic, consumer, and technological drivers ultimately impacting their growth or decline. At Amadeus, we have long been committed to understanding the traveler. The reason we do this is that as we look to the next 10 to 15 years and beyond, arguably no group is better placed – or in fact more integral – to the continued evolution of our industry than travellers themselves. We are all travellers after all, and the inspiration constantly driving new exploration and adventure is what makes the travel industry so interesting, unique and ever-changing. (HERE YOU CAN MENTION SOME OF OUR SOLUTIONS BY THE CATEGORIES IN THE TRAVELLER LIFE CYCLE ILLUSTRATION - AS APPROPRIATE TO YOUR AUDIENCE)
- We serve every part of the global travel ecosystem. Amadeus’ customers include travel agencies, both online and offline, focused on leisure travel and business travel, and corporations themselves; airlines, airports, ground handlers, hospitality businesses, railway and car rental companies, tour operators, insurance provider groups, insurance companies, ferry & cruise lines and other businesses involved in global travel.
- http://thenextweb.com/google/2015/04/22/are-you-ready-for-googles-mobile-algorithm-change/ Desktop sales have been dropping for years as users have moved to laptops, tablets, and smartphones. 2014 – 30% of all searches came from mobile devices 2015 – 60% of all searches came from mobile devices 43.8% of travelers who booked trips via digital means did it via a mobile device 2016 Prediction: 51.8% of travelers who booked trips via digital means will do it via a mobile device http://www.emarketer.com/Article/By-2016-Most-Digital-Travel-Bookers-Will-Use-Mobile-Devices/1013248
- http://thenextweb.com/google/2015/04/22/are-you-ready-for-googles-mobile-algorithm-change/ Google is changing its search algorithm to reward sites that are mobile optimized “Mobile friendliness” will play a key role in how it is ranked Mobile friendly is: Uses text sizes that are readable without zooming Content that fits the screen so scrolling and zooming aren’t necessary Spacing links so tapping the right one isn’t tough for users Flash is not commonly supported on mobile devices and will be a negative Limiting number clicks it takes to perform a particular task Sites that are not mobile enable stand to lose 1/3 of their traffic
- http://mobiledevices.about.com/od/appbranding/tp/6-Essential-Elements-Of-An-Effective-Mobile-Strategy.htm http://www.forbes.com/sites/jaysondemers/2013/11/07/10-steps-to-creating-a-mobile-optimized-content-marketing-strategy/#51bc693f6e5e - Offer a website that is designed specifically for access by mobile devices The mobile website should be designed just for mobile devices. When the user accesses this Website from a mobile device, the user is automatically redirected to the mobile version to ensures that the user has a great mobile experience. The mobile website needs to be designed to be compatible with a variety of mobile devices and operating system thus helping the business reach a wider audience. - Use Location-Based Services to provides offers This involves offering your users relevant information regarding useful products and services while they are visiting or near a particular location. Allowing users opt-in for location-specific offers ensures it will be a highly targeted audience, who is most likely to respond positively to offers. - Understand your audience’s mobile habits to create the best experience Audience data is critical when developing a mobile strategy. Questions that need to be answered include: What percentage of your audience accesses your site on mobile devices? What devices are they using - tablets or smartphones or both? What activities are they doing on your site, independently and as compared with your overall traffic? What content are they accessing – by topic and by format? How much time do they spend on your site? An audience with an average of 10 minutes is different than an audience with an average of 90 seconds. It’s all about attention span.
- Makes it easier for guests to use and book Drive awareness of property - Push search results higher for guests looking for hotels - Easily find the information guests need (availability, price, room type, services available) to book while on the site using a mobile device Increase bookings Increase revenue Location-based services drives awareness of services and generates impulse buys Market on-site services Increase usage by guests Increase revenue from secondary sources
- http://www.forbes.com/sites/joshsteimle/2014/02/12/mobile-is-the-future-of-everything/#4562c8a252a8 Embracing a mobile-first mindset means adopting it within your own company first. Do you use a mobile device as a primary or substantial means of computing? What about your team members? Are you pushing to find ways to manage more of your business through mobile devices? When it comes to understanding how your customers use or want to use their mobile device to interact with you, it’s not enough to ask, although you should do that. Get out and watch them. See them using their smartphone as they work and live. No battle plan survives first contact with the enemy, and likewise a host of misconceptions and assumptions will disappear within the first five minutes you spend seeing your customers “in the wild” interacting with your mobile strategy, or lack thereof. make sure your business shows up on mobile-friendly location services and review sites like Google Maps and Yelp. Explore options for advertising on mobile devices. It’s not for everyone, but it might be a fit for you, and there are new options popping up every day. building an app may or may not be the right fit for your company, but it’s worth analyzing. More and more, what used to be done on an app can be done on a responsive website, but in some cases an app makes more sense. Just don’t wait for all your competitors to release apps as the sign that you should dive in.
- http://www.forbes.com/sites/joshsteimle/2014/02/12/mobile-is-the-future-of-everything/#4562c8a252a8 Embracing a mobile-first mindset means adopting it within your own company first. Do you use a mobile device as a primary or substantial means of computing? What about your team members? Are you pushing to find ways to manage more of your business through mobile devices? When it comes to understanding how your customers use or want to use their mobile device to interact with you, it’s not enough to ask, although you should do that. Get out and watch them. See them using their smartphone as they work and live. No battle plan survives first contact with the enemy, and likewise a host of misconceptions and assumptions will disappear within the first five minutes you spend seeing your customers “in the wild” interacting with your mobile strategy, or lack thereof. make sure your business shows up on mobile-friendly location services and review sites like Google Maps and Yelp. Explore options for advertising on mobile devices. It’s not for everyone, but it might be a fit for you, and there are new options popping up every day. building an app may or may not be the right fit for your company, but it’s worth analyzing. More and more, what used to be done on an app can be done on a responsive website, but in some cases an app makes more sense. Just don’t wait for all your competitors to release apps as the sign that you should dive in.
- How do we see the future of travel? Shape a personalised travel future Tomorrow’s travellers will want a more personalised way to travel. They want to be able to search for travel experiences that will be unique to them – be it business or leisure. They’ll want local knowledge, advice from fellow travellers about their trips and to share their plans with friends. They’ll expect to be able to choose their seat and pick their room using mobile device and social media. They’ll also expect real-time travel information delivered to their devices as well as receive personalised offers at the airport or when they check in at a hotel. By working together we can deliver travellers and the travel industry the kind of personalised future that benefits everyone. Shape a connected travel future Tomorrow’s travellers will want the world to join together around their particular needs. They’ll expect their journeys to be one single smooth experience – from thinking of where to go, to buying tickets, to arriving at a hotel , then reaching their final destination. And if unavoidable disruptions do occur, they’ll expect to be instantly informed on how it will affect them personally. At Amadeus we believe that this desire for connectivity will only grow further – across all modes of transport, experiences and devices. By working together we can connect the many different aspects of the travel industry and deliver connected experiences to travellers everywhere. Shape a sustainable travel future Travel companies are realising that true long-term business sustainability requires not only considering commercial and economic needs, but also making a positive impact on society and the environment – both locally and globally. We’ll all need to be actively involved in understanding and nurturing these areas in order to meet the requirements of today without compromising the needs of tomorrow. What’s more, travellers will be expecting the companies they travel with to be doing exactly that. By working together we can provide travel businesses with more visibility and control over their economic, social and environmental impacts.
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