Phones have not only got smart but they are making travelers smarter as well. Smart-phones are now being used to search information, make decisions and even for final booking of a trip.
According to a TripAdvisor survey:
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38% of travel consumers have used their mobile devices to plan a trip.
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60% have downloaded travel apps on their Smartphones.
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62% of travelers said they use their mobiles to research restaurants.
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51% check their flight status on mobiles
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46% research attraction using Smartphones
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28% have checked in to a restaurant, hotel or attraction using their mobile device while on a trip
These facts make it quite evident for the hospitality industry to incorporate mobile app strategy in the list of their marketing campaign. While some brands are still planning there are others who have already started and are successfully doing it.
Marriott International
In December 2011, Marriott International launched free mobile app for iPhone and Android devices and an ‘app-like' mobile website. These mobile tools enable travel shoppers to search nearby hotels, make bookings, check-in or join Marriott's customer reward programme. This initiative by Marriott has helped hotel brand in bringing in 3.1 million visitors a month from across North America, Europe and the rest of the world.
ITC Hotels Group
ITC Hotels too, joined the league and launched a mobile app for iphone and android devices. The app provides information about places of interest around the hotel and integrates social media forums like Facebook, Twitter and YouTube.
InterContinental Hotels Group (IHG)
InterContinental Hotels Group (IHG) has launched seven iPhone apps – one for each of its sister brands. Apart from this, mobile apps also support Blackberry, Android and Windows phone. In 2010, it also launched a Priority Club Rewards app, to target its loyal guests. According to the company data, in just over a year, the hotel group has seen nearly 1,000 per cent increase in night bookings from mobile devices.
Omni Hotels
The iphone and ipad app launched by the leading 45-hotel chain enables guests to search Omni Hotels, their daily offers, special deals, login into their loyalty program account, check-in to a guest room or contact customer service.
Starwood's SPG
SPG is a mobile app launched by Starwood Hotels and Resorts where member of Starwood's Preferrred Guest (SPG) loyalty program can access their account. They can check their point balance and upcoming stay details via the iPhone or iPod Touch. The SPG app is being downloaded at a rate of 2K per week.
Alicia Jones – Strategic Marketing Consultant | Media Mosaic
Media Mosaic is world's first fully integrated Travel ZMOT (Zero Moment Of Truth) agency, specializing in creating unique campaigns, to help brands WIN@TRAVEL. We bring an extensive knowledge of travel consumers' demographics and their buying behaviors. This helps us to strategize our clients' online marketing campaign for maximal Travel ZMOT ROI. We achieve the defined objectives, by mounting research based and interlocking, Branding, Content, Search and Social Media marketing activities. For further info on how to WIN@TRAVEL visit http://www.media-mosaic.com/travel.
Source: Media Mosaic
