1.
How Mobile Devices are
Changing the Way we Market to
Today’s Travel Shopper
April 24, 2013
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

2.
Vice-President, Best Practices,
Online Merchandising
VFM Leonardo Inc.
@darlenerondeau

3.
President
Tapped Networks

4.
CEO
Scene Marketing Group

5.
 Where and how travelers are using
smartphones and tablets
 How consumers are using multiple
screens sequentially and concurrently
 Differences in how consumers use mobile
apps and mobile browser websites
 Elements required for smartphone and
tablet optimized hotel websites
 How hotels are successfully optimizing
their stories for smartphones and tablets

6.
President
Tapped Networks

7.
20131983

8.
IAB Canada Mobile Advertising Report, April 2012
“2012 revenue growth will likely be driven by
Mobile Search, Rich Media, Video and quality
In-App inventory.”
IAB Canada Mobile Advertising Report, April 2012

9.
comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec
2011
85% of smartphone
owners indicate ‘Using
Apps’ is their top activity.
comScore MobiLens, Total Canada Mobile / Smartphone Subscribers, Ages 13+, Dec
2011

10.
Sharing: 92% of mobile
videos share videos with
others
92%
Sources: Invodo; NPD
Viewing: Mobile and tablet
shoppers are three times as
likely to view a video as
laptop or desktop users
3x

11.
48% of users feel frustrated when they visit
non-mobile friendly web-sites
52% of users who have bad mobile
experiences are less likely to engage with those
companies
48% say that when sites don’t work well on their
smartphones that it makes them feel like companies
don’t care about their business
Source: Get Elastic, Moving Forward Infographic 2013

12.
50% of people will admit they use websites
less if they are not mobile friendly even if they
already like the companies
61% of users are likely to leave quickly if your
site is not optimized well for mobile devices
67% of users are more likely to buy from
mobile-friendly sites

13.
Marketing
Strategy
+
Role of Web Site Mobile Optimized
Landing Pages
Better
ROI
Analytics
+ =

14.
Interactive
Performance Maps
Analysis by
Demos, Distance, etc.
Post
Campaign
Analysis
Mobile offers the ability to understand more than just
clicks – reporting can provide data on location and
demos so as to better understand consumer
behavior.

15.
86% want big buttons that are easy to press
78% want swift navigation to desired
information within one or two clicks
76% want better lit screen for the
business mobile site
74% Clean and efficient look and feel
73% Easy ability to save information on
the site for future relevance
(% wanting each)

16.
76% want location and phone hours
61% want click-to-call functionality
54% want email address
(% wanting each)

17.
1. 19% of all travel inquiries in 2012 came from a mobile device;
vs. 11% in 2011. Almost half (44%) of searches
resulted in a purchase.
2. 16 MM Americans booked a trip via their smartphone, 4X
increase vs. 2011. Mobile is here.
3. ~36 Million Americans used a smartphone to travel and plan
their vacation. Mobile is part of the purchase journey.
4. 2/3 of tablet owners made a travel purchase on their device
in H1 2012 and 90% said they would book on their device in
the future. Mobile is key purchase platform.

18.
Time Spent
(Web)
Stick Rate
(Web)
Smartphone
Traffic

19.
1. It’s finally the Year of Mobile: Your site
needs to be optimized for mobile as travelers
are already there.
2. User Interface and Contact Info:
Understand top user needs and prioritize
accordingly.
3. A picture (or video) is worth 1,000
words: Leverage video on your site. Especially
for business travelers.

20.
CEO
Scene Marketing Group

21.
 Determine the characteristics of your property
 Use visuals to convey your personality
 Tell your story on mobile devices and social
platforms
 It’s working!

22.
Recording of this webinar
Free guide
Six Critical Mobile Optimization Tactics Every
Hotelier Should Know
Don’t Forget To Download!