A look at the mobile landscape as part of the Northern Ireland Hotel's Federation Hospitality Exchange on Tuesday 16th October in Belfast.

1. Hospitality Exchange
16th October 2012

2. The 7th mass media

3. Smartphone penetration
50%

5. Quite a few things have changed.

6. Up and to the right.
20 fold (2044%) increase in mobile traffic in one year.

7. PayPal mobile payment transaction volume has
dramatically increased
$25 million in ‘08
$141 million in ‘09
$750 million 2010/2011
$7.5 10 billion by 2013

8. Behavioural change.
89% of smartphone users look for local info &
90% take action as a result.
62% use mobile while watching TV
82% have researched
a product or service on their phone.
you’ll see this data in every presentation on mobile!

9. When do visitors access our mobile site?
Peak access to mobile site after 7pm
= it’s not commuters

10. I was sitting on my couch watching TV.
My computer was down the hallway. I
couldn’t be a***d getting up so I tried to
get my bill on my phone.

11. On the go. Anytime, anywhere.

12. Booking a hotel.

13. Booking a hotel.

14. I want to book a hotel break for the family.

15. Find

16. Research

17. Research
“ Are there two adjoining rooms?
”
Do you have a cot? A babysitter? A ...?

18. Decide

20. Book

21. Plan....

22. Loyalty & advocacy

23. What just happened?

24. What just happened?
web
mobile
email
phone
social

26. Going mobile is
no longer a choice.
So, where should you start?

27. 1. Measure

28. Mobile web traffic
10%
June 2011
21%
June 2012

29. Email clients 2010
iPhone: 6.3%

30. Email clients 2012
iPhone: 30+%

31. Dip your toe in the water.
Click-to-call ads now
drive a majority of mobile
search bookings for
Starwood Hotels
...multiplied mobile paid
search ROI by 20,
increased month-on-
month mobile bookings
by 20%

32. Next
Optimise your email &
website for mobile.

33. Impact?

35. Average value: up 318%
Revenue: up 527%

36. Take 5
5
1. Look at everything through the lens of
mobile.
2. Measure.
3. Start with email, mobile ads, mobile
website.
4. Use mobile to focus on what matters
most.
5. Measure the impact.