This document summarizes a webinar about how hotels can drive bookings through rich and engaging mobile websites. The webinar featured presentations from Darlene Rondeau of Leonardo Worldwide Corporation, Robert Cole of RockCheetah, and Bernard Augustin of J House Greenwich. They discussed how the mobile landscape is changing consumer expectations and behaviors, and how critical it is for hotels to have optimized mobile websites. Bernard Augustin then shared how J House Greenwich developed a new mobile-friendly website that increased their meeting inquiries, non-commissionable bookings, and consistency across devices. The webinar emphasized that compelling photos and video are especially important for inspiring travelers and driving conversions on mobile.

1. Copyright © 2014 Leonardo Worldwide Corporation
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Monetizing Mobile:
How a Rich and Engaging Mobile
Website Drives Bookings
July 16, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Robert Cole, Founder, RockCheetah
Bernard Augustin, Assistant General Manager, J House Greenwich
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Contact
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2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. What’s Your Biggest Challenge with Mobile?

5. Robert Cole
Founder
RockCheetah
@RobertKCole

6. Bernard Augustin
Assistant General Manager
J House Greenwich
@JHouseGreenwich

7. ► In 2015, mobile sales will surpass
desktop, as Steve Jobs predicted
► Mobilizing your website can drive
more bookings
► Only 23% of those who have
encountered a mobile site that wasn’t
optimized actually pushed through to
make a booking
Why Mobilizing Your Website Matters
#LeoWebinar

8. Robert Cole
Founder
RockCheetah
@RobertKCole

9. ► Mobile is Massive
● 5.2 Billion Mobile Phones – 73% of World Population
● 40% Smartphones, 60% Feature Phones
► Smartphone Subscription Growth is Strong
● India +33%, Brazil +28%, China +21%, US +9% YOY
► Global Mobile Data Traffic is Growing
● 2014 +69%, 2013 +81%, 2012 +70% YOY
● Video 55% of Mobile Traffic
► Google: Smartphone Searches Exceed Desktop
● 10 Countries, Including US & Japan
#LeoWebinar
Source: 2015 Internet Trends - KPCB/Mary Meeker & Google Adwords Blog – May, 2015 | Image Credit: Justin Brown (flickr – cc)
Why Mobile Is Important

10. ► Context Is Everything
● Content Must Fit the Need
● Right Message at Right Time
► Objective – Guest Engagement
● Understand Traveler Goals
● End-to-End Experience
► Identify Key Traveler Personas
● Understand Guest Objectives
● Eliminate Obstacles & Friction
► Create Narratives to Fulfill Needs
● Start with Largest & Most Profitable
● Offer Clear Navigation Signals
The Seven Phases of Travel
#LeoWebinar
Image Credit: Håkan Dahlström (flickr – cc)

11. Different Mobile User Profiles & Behaviors
#LeoWebinar
Source: Mobile Path to Purchase Study - xAd/Telmetrics/Nielsen, April 2012
User Profile Travel Site Search Engine Social Email Other
Travel Researcher
White females, age 25-54 with a household income above
$100k/yr.
Apps Used: Mobile sites, search engines, social media, email
27% 19% 12% 12% 30%
Price Hunter
Female, non-white, age 25-54 with a household income less
than $75k/yr.
Apps Used: Social, Travel & browser based sites
29% 11% 60%
Frequent Traveler
Male, white, Asian-American and
African-American mobile users, age 25-54 making more than
$50k/yr.
Apps Used: Hotel & Airline portals
93% 1% 6%
Local Traveler
Mostly white and Hispanic males, age 25-54, household
income between $25k and $75k/yr.
Apps Used: Maps, Navigation & Gas Buddy
63% 20% 17%

12. ► Consumer Expectations Now Ignore Device Formats
● Expect Complete, Consistent Brand Experiences
● Demand Content, Speed and Simplicity
► Start with Strategy, Use Technology to Support the Strategy
● Strategy: Refine Hotel’s Unique Selling Proposition for Each Key Persona
● Technology: Responsive Website & Robust Content Platform for Adaptive Content
► Cardinal Rule of Online Hotel Engagement – Pictures & Video Work
● “Big, Beautiful Hotel Photos Sell Hotel Rooms” – Major OTA Product VP
● Most Travel-related videos viewed before decisions are made – Google1
► Hoteliers Missing Big Opportunities2
● Only 6% of Luxury Hotel Websites Offer Mobile Optimized Video
● Risk: Void Will be Filled by Intermediaries
Inspiration
#LeoWebinar
Source: 1Google Travel Study - Ipsos MediaCT, June 2014 & 2Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image: wazimu0 (flickr – cc)

13. Inspiration
#LeoWebinar
Source: Mobile Path to Purchase Study - xAd/Telmetrics/Nielsen, April 2012

14. Research
#LeoWebinar
Source: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: The U.S. Army (flickr – cc)
► Travelers Use Same Types of Sites for Research on Smartphones as Computers/Tablets

15. Research
#LeoWebinar
Source: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

16. ► Poor Mobile Experiences Force Travelers to Seek Alternatives
#LeoWebinar
► With Substantial Negative Impact on Brand
Source: Google Travel Study - Ipsos MediaCT, June 2014 | Image Credit: Sonny Abesamis
Planning

17. Planning
#LeoWebinar
Source: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

18. ► The Good ‘Ole Days
● Traditional Travel Agents
● Guide Books
● Travel Writers
► The New Reality
● TripAdvisor Owns Online Review Space
● Online Travel Agency Validated Reviews
● Facebook / Blogs / Instagram / Tumblr / Twitter
► Traditional Travel Periodicals Under Pressure
● Lower Print Advertising Spend = Restructuring & Staff Reductions
● Seeking Viable Online Business Models
Validation
#LeoWebinar
Image Credit: IntangibleArts (flickr – cc)

19. ► Interactive Maps
● Illustrate Proximity to Important Landmarks & Attractions
► Photos & Videos
● High Quality, Demonstrating Experiences
● Traveler Photos & Videos More Credible Than Professional
► Ratings & Reviews
● Traveler Ratings & Reviews More Credible than Professional
● Traveler Posts on Social Networks More Credible than Company Postings
► Another Missed Opportunity
● Less than 1/3rd of Luxury Hotels Feature Guest Reviews on Brand Website*
Validation
#LeoWebinar
Source: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015

20. ► Mobile Payments – Convenience & Security
● Apple Pay
● Google Wallet
► Seamless Integration – Between Sites & Apps
● Consistent Design & Interface Between Hotel Website & Booking App
● Deep Link From Social Media Into Hotel Mobile App
► mCommerce Share of eCommerce Travel Transactions Growing1
● iPhone 9.2%
● Android 8.2%
► Don’t Train Guests to Book Elsewhere
● 72% of OTA Mobile Hotel Bookings Made within 1 Day of Arrival2
● Emerging Markets Using OTAs over Hotel Sites – China 4:1 | Russia 3:1 | Brazil 2:13
Booking
#LeoWebinar
Source: 1State of Mobile Commerce – Criteo 1Q, 2015 & 2Parsing Shop and Book – Phocuswright, July 2014 & 3RockCheetah/Phocuswright
Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015 | Image Credit: epSos .de (flickr – cc)

21. Booking
#LeoWebinar
Source: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

22. ► Hotel Not Trip Focal Point
● Enhance Experiences
● Create Memories
► Guest Engagement
● On Guest’s Terms
● Staff Available on Demand
► Mobile Check-in (Luxury)*
● 7% from Mobile Site
● 12% via Mobile App
► Room Service Ordering (Luxury)*
● 5% from Mobile Site
● 15% via Mobile App
► Best Example: Virgin Hotels - Lucy
● Temp / TV / Music / Messages
● Room Service / Reservations / Local Tips / Guest Chat
The Travel Experience
#LeoWebinar
Source: *Digital IQ Index for Luxury Hotels - L2 Inc, May 2015 | Image Credit: The Wedding Traveler (flickr – cc)

23. The Travel Experience
#LeoWebinar
Source: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

24. ► Enable/Simplify Sharing Opportunities
● Tapable Social Links
● Status Updates
● Check-ins
● Photos/Videos
● Deep Linking into Mobile Apps
● Review Sites
● Photo/Video Sharing
● Messaging Apps
► Incorporate Analytics to Measure Success
● Include Campaign Tagging
● Benchmark Success Metrics
● Strive to Measure Customer Lifetime Value
Sharing
#LeoWebinar
Image Credit: Daniel R. Blume (flickr – cc)

25. Sharing
#LeoWebinar
Source: RockCheetah/Phocuswright Search, Shop, Buy: The New Digital Funnel - Phocuswright, June 2015

26. Key Takeaways
#LeoWebinar
¾ of the planet has a mobile device
Context and content has never been more
important
Consumers want assurances that their choice
is the best one for them

27. Bernard Augustin
Assistant General Manager
J House Greenwich
@JHouseGreenwich

28. Monetizing Mobile
How a Rich and Engaging Mobile
Website has Driven our Bookings

29. Who are we?
Contemporary, technologically-advanced, and visually engaging, boutique luxury hotel
offering a unique lodging experience
• Upscale Coffee Bar
• Meeting Venues
• Outdoor Pool &
Cabanas
• Luxury Hotel
• Spa
• Fine Dining
Restaurant
• Green Property
• Art Gallery
• Bar and Lounge
30 Minutes North of New York City

30. How do we tell our story?

39. How do we efficiently tell potential
guests who we are and what we offer?

40. Mobilegeddon’s impact on hoteliers
• 60% of Google searches are now performed on a mobile
device
• Mobile-friendly sites are given preference
• Converting to a new web platform can be expensive and time
consuming

41. The flood of booking apps
• OTAs are capitalizing on the use of mobile devices at
a faster pace than hotels
• Hotels are financially impacted when guests do not
book directly

42. How we’ve seen guest booking habits change
• Higher ADR from mobile bookings
• Higher probability of last minute bookings
Web % Mobile %
2012 94 6
2013 81 19
2014 73 27
(reservations coming through our booking engine)
Benefits
• This does not take into account
third party mobile sites or apps

43. Consistency across all media outlets and mobile devices
Heads
in
Beds!
What is
our story?
How can
images tell
our story?
How can we tap
the resource of
mobile devices?
How do we
convert
lookers to
bookers?

44. Our short-term results
• Increase in meeting inquiries
• Increase in non-commissionable bookings
• Consistency across different media outlets
• Consistency across different devices
• Less phone calls from potential bookers
• A steady stream of new guests
• Social media showing a return on investment

45. Key Takeaways
#LeoWebinar
Big, bold, beautiful images tells the tale
You can’t outspend OTAs; so figure out a
different strategy
Your efforts will be rewarded quickly when you
implement the right mobile solution

46. Based on today’s content, will you attend
future webinars?

48. ► About Leonardo
► Invitations to upcoming webinars
► Recording of this webinar
● Share it with your colleagues
It’s a Wrap

49. www.leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
Connect with us!
http://www.jhousegreenwich.
com/
Robert Cole
Bernard Augustin
www.rockcheetah.com
@RobertKCole
www.jhousegreenwich.com
@JHouseGreenwich
baugustin@jhousegreenwhich.com
Robert@rockcheetah.com

50. Questions & Discussion