Hotels - Ignore The Mobile Trend If You Dare
“Mobile” is the word on everyone’s lips these days. Leaving the house in the morning without your smartphone causes panic, anxiety and worry that the day is ruined without it.
Mobile search in particular is surging in an upward spiral. The growth levels of search through smart devices have eclipsed all past search growth trends and provides a big opportunity to all businesses with an online element, and especially to those in travel.
Google studies have shown that mobile searches in travel have the third highest follow-up actions of any industry, which is a lucrative opportunity to be seized (only the auto and beauty industries have more). Hotels are a major part of this dynamic industry and are heavily affected by online trends. More and more hotel customers are going online everyday to check out latest deals, hotel locations, reviews and photos as part of their decision-making process, which means your hotel’s online visibility and presence on mobile is a vital point of contact. On April 11th, Booking.com announced on its website that mobile bookings had tripled year on year, proving that hotel customers are increasingly willing to book on-the-go.
With such high follow-up rates on mobile devices hotels need to provide their mobile visitors with mobile-centric information and show that they value and respect their visitors.
First impressions are very important and as mobile is fast becoming a hotel’s first introduction to their customer, mobile must be an integral part of online strategy.
Essential To Serve The Mobile Customer
In recent study carried out by Google (http://www.google.com/think/research-studies/creating-moments-that-matter.html) some critical information resulted that really hits home the importance of mobile search in the travel industry. Results showed that the majority of the travel-based searches carried out on mobile were done not in a downloaded app but in a browser. About 12% of those mobile searches generated a purchase, which is a phenomenal conversion result. Mobile-optimised websites can no longer be ignored.
More than one seventh of all travel searches on Google are via mobile. The reality for the hospitality industry is that, since it’s all about serving the guest, you cannot choose to ignore one seventh of your customers. It’s like telling every seventh person who walks into your hotel lobby that you’re not interested in their business. That would be commercial suicide, yet it’s essentially what many hotels are doing right now.
Another important factor to consider is that, according to Google, 81% of search coming through mobile is done for speed and convenience reasons. Mobile search is also responsible for pushing conversions through multiple channels as it can be the first point of contact between a hotel and customer before they action a booking. This means that there has never been so much evidence available to suggest that it is absolutely essential for hotels to provide focused, convenient and customised information to the mobile visitor as the potential value of this contact with the customer is huge.
Customised Mobile-Centric Websites or Responsive?
Mobile searchers are impatient and have specific needs compared with desktop users. A full website on a mobile screen does not service these needs so either the website must adapt or the approach must change more radically. A website needs to intelligently focus on the mobile visitor and provide them with what they are looking for - quickly, effectively and professionally.
Bookassist research has shown that the information sought by mobile users visiting regular websites, and their behaviour on websites, is markedly different from desktop users to the same websites. The popular and normally successful approach of responsive design, whereby the shape and layout of a regular website is adjusted to better match the mobile screen size, is not proving to be the best approach for hotels.
For example, based on tens of thousands of visits that Bookassist has tracked on hundreds of hotel websites, we developed our mobile optimised website (or webapp) approach for hotels to immediately offer the primary information needed for mobile users right on the front screen in prominent touch-friendly buttons - easy booking, special offers, photos, social media, maps and directions and call-now buttons - while still allowing users to access the full website if they need to, just one tap away. This filtering out of all the unnecessary information targeted towards desktop users is the key to success on mobile.
As most of a hotel’s mobile visitors come through search they should be automatically directed from the full website to a customised mobile optimised website, not presented with a question asking what they would like to do. Such questions are just a barrier to conversion, since the question may not be understood, or the language may be incorrect, or the user may simply be impatient and dismiss it and move on (we’ve all been there!). You need to provide the user with the best possible experience for the platform they are on, while allowing them later to easily switch if they wish. That’s why Bookassist’s soultion takes the decision automatically based on the screen size of the user.
Providing your mobile visitors with a mobile optimised website shows that you respect and value this growing profile of visitor. As proof of its success, the Bookassist mobile-optimised website platform recently took second place in the Eyefortravel Mobile Innovation Awards in San Francisco in March 2013 (//bookassist.org/mobile/).
Engage Your Direct Mobile Customer In The Right Place
Proper mobile search optimisation and mobile search marketing ensure that your hotel has the best opportunity to capture direct online business at the highest possible margin. Targeting mobile users with Pay Per Click (PPC) advertising has become a very important marketing tool in the process of mobile search and mobile sales. Google researchers have found that mobile PPC ads are most effective during goal-oriented searches, meaning when someone is ready to buy they are more likely to take interest in a mobile PPC ad then when they are not. Almost 59% of such goal-oriented people found that mobile ads were a useful resource at this stage of the decision making process.
Now Google is rolling out new Mobile Enhanced Campaigns, basically encouraging more and more advertisers to join the mobile PPC advertising space. As search levels are surging on mobile devices this should not be ignored and will be embraced by many of the big players in the industry who already have a strong PPC presence on mobile. This means that targeted mobile PPC campaigns and professional mobile-centric websites will be key components of online strategy and help drive the surging revenue potential from the mobile search space.
Never has the importance of presenting your brand with intelligent, customised and effective information for your mobile visitors been so clearly evident, and to back that up with mobile marketing that specifically targets your customer segments. Hotels were slow to embrace the internet 10 or 15 years ago and as a result lost ground in the space to large online travel agents, which dominate to this day. Now is the time to target and serve your direct customers on mobile.
Don’t miss the train this time. The evidence is out and is shouting, “All Aboard”!
Cristian Petcu is an Online Marketing Specialist with Bookassist (bookassist.com), the technology and online strategy partner for hotels.
Bookassist’s mobile website (webapp) solution for hotels. The platform was recently honoured on the world stage with a runner-up position against world-leading brands at the Eyefortravel Mobile Innovation Awards in San Francisco in March 2013.