When mobile phones first arrived on the scene,they weren’t good for much besides making phone calls. Now, even the most basicdevices are effectively mini computers.
What does that mean for the hotel industry? Atevery stage of the booker’s journey, your potential guests are using mobiledevices. In fact, over one-third of people use a mobiledevice like a smartphone or tablet to book a hotelroom.
Here’s what you need to know about mobilebookings to connect with travellers and win them over.
1. Inspiration
With the rise of social media, it’s easier thanever to see photos and videos of strange and exciting locations. Travellers cangrow envious as they peruse their friends' newsfeeds, wondering what trip theymight take next.
Of the travellers using smartphones, 69% search for travelideas during spare moments. This is the time to makea first impression that will last through the booking journey.
What It Means
When inspiration strikes, potential guests needto be able to find your hotel. Use Google or another search engine to look up travelqueries common to your location. Determine where your property shows up in theresults and how you can optimiseyour ranking.
2. Micro-Moments
As mobile devices become more ingrained in ourlives, there’s been a fundamental shift in the way people consume media,including advertisements. What used to be predictable online sessions have beenreplaced with micro-moments: fragmented interactions that happeninstantaneously.
Mobile users experience hundreds of these micro-momentseach day, from checking the weather to commenting on a video.
What It Means
Any traveller with a mobile device experiencesthese micro-moments. As a hotelier, you need to provide travellers with easilydigestible information that satisfies their curiosity and is accessible onmobile.
3. Research
Even though a traveller might be inspired, theymay not be ready to book. Hotels, flights and other accommodations can beexpensive, meaning consumers need plenty of information to feel they’re makingan informed decision.
Travellers conduct research by looking atpictures, reading reviews and calculating prices. Some 85% of travellers saythe information foundon their smartphone helps them make decisions.
What It Means
Don’t be mum online about what you have tooffer. Keep things simple and give travellers everything they need to make aninformed decision. Remember: mobile users especially love easy to consume contentand visuals, like photos and video.
4. Booking
Some travellers are hesitant to book on mobile.In fact, only 23% of travellers feel they can find the same information on a smartphone as they can ona desktop, although this number is steadily rising.
Another reason traveller’s jump from mobile todesktop is poor mobile functionality. When a website doesn't work on mobile,users often get frustrated and leave, deciding to look elsewhere.
What It Means
Your website should offer a seamless mobileexperience, bothfor browsing and booking. Smartphone users also appreciate the convenienceof mobile check-in functionality.
5. Exploring
Travellers don't drop their mobile devices oncethey arrive at their desired location. Instead, they use their devices todetermine where to go and what to do.
Most travellers don't nail down their itineraryuntil after they arrive — and many expect their hotel to give them relevant information,both about the area they're in and how they can have fun in it.
What It Means
Offer travellers online tips about the area.Consider dedicating a page on your website to travel information, like the bestrestaurants or leading attractions. When travellers take your advice and have agood time, they're more likely to feel more loyalty towards your brand.
6. Reviews
When travellers return home, many turn to theirsmartphones to leave reviews and tell others about their experiences, both goodand bad. This type of endorsement can go a long way.
A whopping 91% of people read reviews onlineand 84% trust onlinereviews as much as a personal recommendation. But toget a good review, you have to offer the right kind of experience.
What It Means
Ensure a convenient travel experience bycatering to mobile users. When a traveller leaves your hotel a good review, itwill become a trustedsource to other mobile bookers.
Mobile Bookers
Travellers are using mobile devices to find ideas, research inspiration and determine what they're going to do. If you're not utilising mobile marketing tactics, you're missing out on an abundance of potential guests.
Kacey Bradley is the lifestyle and travel blogger for The Drifter Collective, an eclectic lifestyle blog that expresses various forms of style through the influence of culture and the world around us. Kacey graduated with a degree in Communications while working for a lifestyle magazine. She has been able to fully embrace herself with the knowledge of nature, the power of exploring other locations and cultures, all while portraying her love for the world around her through her visually pleasing, culturally embracing and inspiring posts. Along with writing for her blog, she frequently writes for sites like US Travel News, Thought Catalog, Porch, Tripping.com and more!
Follow Kacey on Twitter and subscribe to her blog to keep up with her travels and inspiring posts!
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