The Growing Importance of Mobile Strategies for Hoteliers

Tuesday 15th August 2017

 

Going Mobile

In a busy online world, your hotel needs to be constantly available and your website must work well on every device.

But isn’t mobile marketing only useful to marketing to millennials? Absolutely not. The new mobile landscape is prominent across all demographics. Mobile marketing isn’t just about being on the move anymore, it’s about what’s most convenient to your guests. So that means if your booking engine doesn’t allow your guests to have that same clean experience on a laptop, tablet, or mobile, you will lose bookings.

“If your website isn’t responsive, this is something you should consider. 80% of people in the UK own a smartphone.”

Responsive and adaptive website design are methods of making websites perform on multiple screen sizes and devices. If your website isn’t responsive, this is something you should consider. This will mean you’ll only have to manage one website as opposed to maintaining a separate mobile site.

“Mobile optimisation isn’t just about millennials, it also helps Google rank.”

Let’s Talk Mobile, Millennials, and Hotels

Millennials are reluctant to trust traditional advertising, but yet they are constantly connected and are most likely to travel. Our savvy younger generation look for authenticity and honesty, and as a result don’t have a lot of brand loyalty. Millennials will hop between media types 27 times every non-working hour which means they are filtering through information they want and when they want it (a little like a buffet). According to a Harris poll, 78% of millennials said they’d rather spend money on a desirable experience than buy aspirational goods – so if you’re looking to attract this audience, it’s vital you set up your online store in a mobile-friendly way and with some additional experiences at hand.

International Example: Approximately 60% of the world’s Millennials reside in Asia, with a third originating from either China or India. Even before entering the prime of their earning power, Millennials already account for almost 35% of the US$600 billion that Asians spend on international travel. Driven by income growth, the Asian Millennials’ expenditure on international travel is expected to increase by 1.6 times to US$340 billion by 2020.According to Expedia, there are two keys to winning in Asia: knowing Asian consumers and adopting a mobile-first attitude.

Singapore Tourism Board

So how are my guests connected on mobile?

  • Millennials: have grown up using technology for leisure and learning on smartphones and tablets
  • Parents: from online support networks to seeking a romantic getaway. Mobile can make day-to-day life easier
  • Working Professionals: mobile forms a huge part of their every day operation. From paying bills to working remotely, there are very few things that can’t be done on mobile
  • Families: to do lists, education, and shopping are completed on mobile by busy families
  • Older Adults: perhaps the latest adopters, but by no means the least active. Accessibility, entertainment, and connectivity play a huge part in their mobile usage

How the landscape has changed across our Journey portfolio…

  • Traffic from mobile devices across our clients’ websites increased from an average of 55% to 63%
    Jan-June 2017 vs Jan-June 2016
  • 48% IBE (Into Booking Engine) traffic has also risen to 55% in the same period for mobile

TOP TIP:

You can check if a website is responsive by changing the browser window size. If the site content moves and adjusts to the window, it has been designed responsively.

Is your hotel website responsive? Are your promotions mobile-friendly? How about your competition? Talk to us on +44 1242 801849