It is no surprising news that the growing trend towards mobile adoption is transforming the way we travel and explore the world. Recently, studies by big industry players underpinned this development (Eyefortravel).
Expedia’s Future of Travel Study found that one in three millennial business travellers use their phone for making hotel bookings. Eyefortravel conducted research that confirms the trend towards mobile adoption, and indicates that a growing number of consumers use mobile to actually book travel. Mobile booking is not exclusively focused on last minute deals anymore, but increasingly includes more complex purchase decisions with high involvement travel products.
ALWAYS CONNECTED TRAVELLER
More proof of the growing mobile revolution is provided by TripAdvisor. The review company’s own research indicated that on a global scale 9 out of 10 travellers stay connected to mobile technology while travelling. This rise of the always connected traveller forces tourism brands to intensify their mobile initiatives, in order to remain competitive. The recent launch of mobile check-in and check-out by Marriott Hotels is only one example of how mobile adoption changes the strategic competitiveness of travel firms.
THE FUTURE OF MOBILE ENGAGEMENT
Mobile technologies assume an increasingly important role for travel brands to interact with their customers. Essentially three areas of customer engagement will be affected particularly by mobile:
- Personalisation: Mobile allows travel and hospitality brands to connect with the traveller lifecycle in the most personal of ways. The possibility of having a direct customer channel enables travel brands to interact in more personal ways.
- Addressing guest needs efficiently: Mobile can ensure a guest’s every need is addressed as quickly and efficiently as possible. Especially geo location and direct messaging allow travel brands to receive guests immediate needs directly and deliver an appropriate service response much quicker.
- Loyalty: Mobile are a game changer for loyalty marketing. Mobile apps and push notifications allow companies to stay in touch with valuable consumers beyond their stay
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