How Mobile Is Reshaping The Way Hotels Communicate With Their Guests

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HOW MOBILE IS RESHAPING THE WAY HOTELS

WILL COMMUNICATE WITH THEIR GUESTS
April 23, 2010
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PAGE 1 | CONFIDENTIAL © 2010 O’ROURKE HOSPITALITY MARKETING, LLC. ALL RIGHTS RESERVED.
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CONFIDENTIAL © 2010 O’ROURKE HOSPITALITY MARKETING, LLC. ALLstay connected.
RIGHTS RESERVED.
WELCOME TO TODAY’S
SMARTSTAY PRESENTATION
Today’s Presenter:
SARA CHAPMAN
Social Media Strategist
O’Rourke Hospitality Marketing
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Website Design & Development
Website Analytics & Reporting
Search Engine Optimization
Pay-Per-Click
Social Media Marketing
Customizable iPhone App
Digital Sales Tools
Print Design & Production
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Winegardner & Hammons, Inc.
HOTELS AND RESORTS
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WHAT IS SMARTSTAY?
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WHAT IS SMARTSTAY?
Hotels customize with their own brand
Micro-mobile website
Connect with guests before, during and after their stay
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WHAT DOES
SMARTSTAY DO?
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Watch Smartstay in action at
www.smartstayapp.com
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The Offers Tab
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HOTELS CAN SEND GUESTS EXCLUSIVE OFFERS
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HOTELS CAN SEND GUESTS EXCLUSIVE OFFERS
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GUESTS CAN CONNECT WITH HOTEL BOOKING ENGINE
iPhone
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iPod Touch
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Booking Engine Mobile Optimized
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Booking Engine Mobile Not Optimized
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GUEST CAN SHARE OFFERS WITH OTHERS
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The Out & About Tab
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HOTELS CAN DIRECT GUEST TO RECOMMENDED SITES
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GUESTS CAN READ YELP REVIEWS
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The Gallery Tab
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HOTELS CAN DISPLAY IMAGES AND VIDEOS
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GUESTS CAN SEND VIRTUAL POSTCARDS
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GUESTS CAN SEND VIRTUAL POSTCARDS
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The News Tab
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HOTEL CAN UPDATE GUESTS ON
EVENTS / SPECIAL OFFERS / TWITTER
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The Information Tab
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HOTELS CAN PROVIDE GUESTS
WITH USEFUL INFORMATION
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HOTELS CAN PROVIDE GUESTS
WITH USEFUL INFORMATION
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Mobile Web Version
of Smartstay
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A MOBILE WEB VERSION OF
SMARTSTAY IS ALSO AVAILABLE
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HOW DOES IT WORK?
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HOTELS CAN ENTER INITIAL CONTENT
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HOTELS CAN SEND UPDATES THROUGH THE NEWS FEEDS
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APP
vs.
MOBILE WEB
vs.
PC-STYLE WEBSITE
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App Mobile Web Version PC Style Website
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SMARTSTAY
PLEASE WRITE DOWN ANSWER
QUIZ
1) What is the best option for hotels –
a pc style website, a mobile web, or an app? Why?
2) Which smartphones have the largest market share worldwide?
3) Which smartphones have the largest market share in the US?
4) W
hich phone do people use most to browse the
web and download apps?
5) O
ut of the 20 categories in the app store
what number are travel apps?
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SMARTSTAY
QUIZ
QUESTION:
What is the best option for hotels -
a PC style website, a mobile web,
or an app?
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App Mobile Web Version PC Style Website
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AN APP IS THE BETTER CHOICE
Faster
Better user interface
Allows for more features
Provides an easier navigation
Better usability
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Faster
Better usability
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Faster
Better usability
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Faster
Better usability
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Faster
Better usability
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“Even the best mobile sites are not as user-friendly as
downloadable apps, which have the benefit of operating
even without an Internet connection. In terms of usability,
if accessing the mobile Web is like flying coach, then
using an app is like upgrading to business class.” *
*Tishman Hotel Corp - Hotels Magazine, Hotels Get App Happy
http://www.hotelsmag.com/article/361097-Hotels_Get_App_Happy.php
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SMARTSTAY
QUIZ
QUESTION:
Which Smartphones have the
largest market share worldwide?
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WORLDWIDE SMARTPHONE MARKETSHARE – 4Q09
Source: Chart created from data from IDC – Worldwide Converged Mobile Devices grows 39% Year over year in Fourth Quarter
http://www.idc.com/getdoc.jsp?containerId=prUS22196610
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SMARTSTAY
QUIZ
QUESTION:
Which Smartphones have the
largest market share in the US?
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US SMARTPHONE MARKET SHARES
Based on a three month

average ending February 2010 vs.
a three month average ending
November 2009.
Source:AdMob Mobile Metrics – table of comScore Feb 2010 Report - http://metrics.admob.com/
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SMARTSTAY
QUIZ
QUESTION:
Which Phone do people use most to
browse the web and download apps?
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iPHONE DOMINATES THE US MOBILE BROWSER USAGE
US Mobile Browser Usage

iPhone
Android
BlackBerry
8%
Other 9%
19%
64%
Source: Steve Jobs- Get a sneak peek into the future of iPhone OS – April 8th
http://www.apple.com/iphone/preview-iphone-os/
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PEOPLE ALSO DOWNLOAD MORE APPS
TO THE iPHONE THAN ON ANY OTHER PHONE
Source: AdMob Mobile Metrics: App Usage Survey, February 2010 - http://metrics.admob.com/2010/03/january-2010-metrics-%E2%80%93-app-survey-data/
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APPLE LEADS THE RACE IN APPS
185,000 as of
April 2010
Source: Tuaw - http://www.tuaw.com/2010/03/20/smartphone-app-numbers-apple-way-ahead/
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4 Billion Number of apps downloaded from the App Store*
*Source: Steve Jobs- Get a sneak peek into the future of iPhone OS – April 8th - http://www.apple.com/iphone/preview-iphone-os/
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SMARTSTAY
QUIZ
QUESTION:
Out of the 20 categories in the App Store,
what number are Travel Apps?
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TRAVEL IS THE 5th CATEGORY OUT OF 20 IN THE APP STORE
Number of Apps per Category Range: 1 Year
24000
Free
20000 Paid
16000
1303
12000
8000
4000 6972
0
el ilitie estyle
es t s
oks en io
n rts
Bo am nm at v
a t f Sp
o
G
ta
i uc Tr U Li
r Ed
te
En
Source: MobclixTM Apple App Store data (current as of 4/2010) - http://www.mobclix.com/appstore/1
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GUESTS ARE DOWNLOADING HOTEL APPS
Choice Hotels – Hotel Locator App downloaded 225,000 in 73 countries
Starwood hotel app downloaded 2,000 per week
Source: Hotels Magazine, Hotels Get App Happy
http://www.hotelsmag.com/article/361097-Hotels_Get_App_Happy.php
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HOTELS ARE INCREASING THIER ROI
“Major travel companies reported in 2009 that their mobile
initiatives are paying off at rates far higher than expected.”*
*Source - EyeForTravel - http://events.eyefortravel.com/tds/index.php/conference/mobile-strategies
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“Hilton reported a
US $44 return for every US $1 invested

in Mobile.”*
*Source - EyeForTravel - http://events.eyefortravel.com/tds/index.php/conference/mobile-strategies
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MOBILE STRATEGIES
AND THE BENEFITS
FOR HOTELS
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MOBILE WILL CHANGE THE WAY HOTELS
COMMUNICATE WITH THEIR GUESTS
“74% of travel companies see “Mobile” becoming an increasingly
important element of their online/digital strategies, according to the
EyeforTravel Research survey. 73% state that Mobile will change the
way they will communicate with their customers.” *
*EyeforTravel: Travel Industry gets serious about Mobile - http://www.eyefortravelresearch.com/liveresearch?h=91#tab-recentfindings
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SMARTSTAY
PLEASE WRITE DOWN ANSWER QUIZ
1) What are the main benefits for hotels using mobile?
2) What are the benefits for guests?
3) A
re mobile apps changing customer
service expectations? How?
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SMARTSTAY
QUIZ
QUESTION:
What are the main benefits
for hotels using mobile?
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MOBILE ALLOWS YOU TO CONNECT WITH YOUR
GUEST BEFORE, DURING AND AFTER THEIR STAY
Source: Eye for Travel: Mobile Technology in Travel Report: The Detail - http://www.eyefortravelresearch.com/reportsales/record/id/10/id_permalink/mobile-technology-in-travel-report--the-detail
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MOBILE MARKETING INCREASES ROI
Easy to make a reservation
Virtual Gift Cards
Up-sell restaurant and amenities
Inform guests of future events/promotions
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APPS CAN PROVIDE
YOU WITH AN INSTANT,
MICRO-MOBILE WEBSITE
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APPS WILL HELP DISTINGUISH
YOUR HOTEL AND APPEAL
TO SAVVY TRAVELERS
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SMARTSTAY
QUIZ
QUESTION:
What are the main benefits
for guests using mobile?
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GUESTS CAN EASILY
MAKE A RESERVATION
AND PLAN TRIP
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GUESTS WILL ENJOY
THE HOTEL APP
DURING THEIR STAY
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SMARTSTAY
QUIZ
QUESTION:
Are Mobile Apps changing
customer service expectations?
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MOBILE GUESTS WANT
TO FEEL LIKE VIPS
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MOBILE GUESTS WANT
OFFERS THAT ARE
RELEVANT TO THEM
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MOBILE GUESTS WANT...
To be able to conduct transactions through phone
24/7 quick access to hotel information
Up-to-the-minute useful information
Compelling apps that engage them
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OPPORTUNITIES IDENTIFIED BY THE TRAVEL INDUSTRY
Source: EyeforTravel Report: The Introduction - http://www.eyefortravelresearch.com/reportsales/record/id/10
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CHALLENGES OF MOBILE AS IDENTIFIED BY TRAVEL INDUSTRY
Source: EyeforTravel Report: The Introduction - http://www.eyefortravelresearch.com/reportsales/record/id/10
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MOBILE IS UNAVOIDABLE
Mobile in travel distribution is “unavoidable” and the
“key success of any travel business in the future”.*
*Source - EyeforTravel: Travel Industry gets serious about Mobile - http://www.eyefortravelresearch.com/liveresearch?h=91#tab-recentfindings
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THE END
Any Questions?
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SM

get connected. stay connected.

HOW MOBILE IS RESHAPING THE WAY HOTELS

get connected. stay connected.

Connect with guests before, during and after their stay

Booking Engine Mobile Optimized

Booking Engine Mobile Not Optimized

2) Which smartphones have the largest market share worldwide?

3) Which smartphones have the largest market share in the US?

Better user interface

Allows for more features

Provides an easier navigation

Better user interface

Allows for more features

Provides an easier navigation

Better user interface

Allows for more features

Provides an easier navigation

Better user interface

Allows for more features

Provides an easier navigation

Better user interface

Allows for more features

Provides an easier navigation

Based on a three month

Source:AdMob Mobile Metrics – table of comScore Feb 2010 Report - http://metrics.admob.com/

US Mobile Browser Usage

Source: Tuaw - http://www.tuaw.com/2010/03/20/smartphone-app-numbers-apple-way-ahead/

Number of Apps per Category Range: 1 Year

Source: MobclixTM Apple App Store data (current as of 4/2010) - http://www.mobclix.com/appstore/1

US $44 return for every US $1 invested

*Source - EyeForTravel - http://events.eyefortravel.com/tds/index.php/conference/mobile-strategies

*EyeforTravel: Travel Industry gets serious about Mobile - http://www.eyefortravelresearch.com/liveresearch?h=91#tab-recentfindings

2) What are the benefits for guests?

Source: EyeforTravel Report: The Introduction - http://www.eyefortravelresearch.com/reportsales/record/id/10

Source: EyeforTravel Report: The Introduction - http://www.eyefortravelresearch.com/reportsales/record/id/10

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2) Which smartphones have the largest market share worldwide?

3) Which smartphones have the largest market share in the US?