It is no surprise that consumers are increasingly using mobile devices in their daily lives and also increasingly when travelling. With more and more marketers wanting to find out more about the consumption behaviour of travellers when it comes to travellers, research companies such as eMarketer are now more and more looking into this matter. For travel purposes, consumers refer back to their mobile devices while being on the go, so when travelling, consumers are using their mobile devices to share images or videos with their social networks and it is also used as a tool that can facilitate them at the destination. Maps, search engines and sites that can deliver local information are absolutely crucial for travellers worldwide. Mobile can in fact change experiences in a destination, hotel, attraction or restaurant. How can local marketers capture travellers with mobile services? This is a major question for tourism organizations worldwide (eMarketer 2013).
MOBILE DEVICES AND TRAVEL
When travelling, mobile devices are essential as it can enable travellers to search for information that is relevant for them in the destination. According to research from Nielsen, an average US mobile user averages 2.2 actions after searching for travel on mobile. This is astonishing, as only beauty and automotive actually lead to more action after conducting a mobile search. Clearly, travel has great potential, especially as most consumers when they are in a destination have not a clear idea of what they want to do or where exactly they want to go. Suggestions and recommendations are very well received by travellers in the destination, searching for local things through search engines.
When travellers are searching for local information, it is interesting to know that consumer seem to be preferring looking at familiar and more importantly trusted apps when searching for information. 43% of US travellers have travel apps and 30% have 2 or more travel apps. However, many tourism organizations mainly focus on providing apps that have booking facilities, but many hotels or other organizations actually do not offer any information that is location based and focused on travellers at a specific place. This is a major opportunity for tourism companies worldwide, as consumers will search for local information through their mobile devices. When looking at hotel apps specifically, 72% of these apps actually have room reservations as their major feature, followed by 50% of apps offering property search and 44% real-time feedback.
Besides offering apps that contain reservation and booking features, it is essential to also think beyond the purchasing process of a tourism product or service. Tourism organizations worldwide need to facilitate travellers while they are in a destination to guide them around. It is an opportunity to have features within an app that cater traveller needs as consumers will just search for another app that delivers local information and support. Rather than just providing an app, it is also about thinking increasingly local as a tourism organisation when taping into mobile.
Discussioncomments powered by Disqus
More from #DTTT
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
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology