Eye on the Industry: Mobilize Your Marketing Strategy in 2011

The following is a post from Atain Ibia, TIG Global Marketing/Copywriting.

Over the past few months, we’ve shared how important it is for hotels and destinations to adopt a mobile strategy, and shed light on ways that third-party intermediaries have embraced mobile trends. Many of these methods can be easily assimilated into your strategy to ensure that you are in the ring with the competition and driving the maximum direct bookings through your site. We have noted through industry research that thus far, many hotels are reluctant to embrace the mobile trend despite the vast benefits. If that’s not enough to convince you to incorporate mobile technologies, then you should check out a recent article by AdAge, the marketing and media news resource.

Hotels are most searched
Recently, AdAge dubbed 2010 “The Year of the Mobile Traveler,” reporting that travel-related searches have dominated all other sectors this year.  This jump in travel-related searches by means of mobile devices is most

Priceline found that 35% of its customers were within one mile of the hotel at the time of booking. (Courtesy of Ad Age)

evident when looking at hotel-specific terms.

A few short excerpts from the AdAge article:

  • While mobile search overall has increased four-fold in the past year, according to Google, searches for travel-related terms have jumped 12 times and hotel-specific terms are up 30 times in the same period.
  • More than 60% of surveyed business travelers make reservations or bookings via mobile vs. nearly 40% of personal travelers, according to Google research.

Mobile prowess in the travel industry
Renowned companies in the travel industry overall have embraced mobile and benefited as a result. Avis has seen a 100% growth in mobile web reservations year over year. Gerard Insall, the company’s senior VP/chief information officer, points out that “the mobile traveler is going to be the more frequent traveler, the one that has a lot less time.” 

This statement is one that rings true across all travel sectors, and the concept is simple.  The more accessible your hotel or destination becomes, the more likely it will be that you will see a jump in revenue stemming from the road warriors that prefer to book on the go.

Virgin America’s director of customer-service management, Brett Billick, has also seen first-hand what investing in a mobile approach can do. “We’ve seen a pretty dramatic increase in mobile and, within that, we’re seeing people making bookings, checking accounts, latest offers and flight status,” says the airline executive.

Without a doubt, more and more consumers are looking to book through the mobile realm, providing more reason than ever to add the implementation of a mobile strategy to the top of your company’s list of New Year’s resolutions.

Interested in implementing mobile strategies?  TIG Global offers a full suite of interactive tools to get you started.  Click here to learn more, send us an email, or give us a call at 301-841-4700.

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