Apple iBeacon, an indoor proximity system, is invading the market. The system detects all mobile devices in a diameter of up to 10 meters and enables to push notifications towards them. Mariott International and Easyjet are both testing the system according to tnooz.
The iBeacon enables to push relevant notifications to travellers with an iOS or Android device, depending on which location they are in. Compared to a GPS, the bluetooth system delivers more specific awareness and is an asset for indoor location. However, to be able to receive notifications, the app of the company needs to be downloaded on the device and the bluetooth functionality switched on. The iBeacon terminal notifies the application only when it detects iOS devices. It is able to alert apps when a consumer is approaching or leaving an area.
iBEACON IN AIRPORTS
After American Airlines and Virgin Atlantic, it is the turn of EasyJet to test the iBeacon, reports FutureTravelExperience. The low-cost company have installed iBeacon in Luton, Gatwick and Charles de Gaulle airports, in order to facilitate customers’ airport experience. EasyJet pushes notifications to passengers once they are around the bag drop and security area, reminding them when passports need to be presented for example. iBeacon technology is about to take off and to be adopted, as SITA has already accommodated 10 airports this year, including two in partnership with American Airlines
iBEACON AND THE HOTEL INDUSTRY
Mariott International has also announced it will test the iBeacon technology, reports Mobile Commerce Daily. The new version of its apps Mariott Mobile Guest Services launched by the end of July will include a new service 'LocalPerks' linked to iBeacon functionality. Customers, who are members of the Mariott rewards loyalty programme, who have an Apple device, the Marriott apps and turned on the Bluetooth functionality will then be able to receive offers on their device based on their precise location within the hotel. This geo-targetting enables to reach consumers with real-time and contextual offers. Near the restaurants, costumers will receive discounts on meals and near the leisure centre customers will receive offer on spa treatments. The hotels will also add offers in local businesses around the hotel.
THE OPPORTUNITIES FOR DESTINATIONS
The iBeacon is a cheap technology, easy to install and easy to use. It’s a good way to develop proximity communication. For example, destinations could take advantage of the technology to accommodate the tourist boards’ offices and be able to push information to visitors about events going on in the destination or warnings about the weather (by the sea or in the mountain) or even about how long they have to wait to get some information.
STILL SOME CHALLENGES
Although the iBeacon allows to be more accurate when pushing notifications to consumers, the technology still requires too many settings (download an app, turning on bluetooth) to have the chance to be adopted by consumers in this version. However, this new technology demonstrates the increasing requirement of developing localised and contextual communication, especially with the growing adoption of smartphones. The future of iBeacons is likely a technology working on its own with no application needed. But then a new question arises: how intrusive can marketing be?
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer