Cross Platform Marketing & the Consumer Journey. EyeforTravel Social Media & Mobile in Travel Asia th November 2013, Hong Kong

Transcription

1 Cross Platform Marketing & the Consumer Journey EyeforTravel Social Media & Mobile in Travel Asia th November 2013, Hong Kong

2 The Study of Hotel Customer Behavior Is booking the Hotels today? Answer is..

3 Some Important Facts Total Travel online bookings on Globe Million New Travelers Every Year from APAC 57% APAC Travelers to share posts about their experiences on their return 79% Facebook is the most used social network in APAC 72% Average number of Nights APAC Traveler Stay for 7 By corporate.visa.com

4 Internet and Mobile Journey.

5 The Marketing Landscape Changes Very Quickly These Days. Pre Web Now Future Offline Online Social, Text Mobile, Video, Images Who Knows? TV Print Radio Display SEO SEM FB Ads FB Likes Twitter FB Timeline Pre-roll Overlays Brand Integration CPI

6 Tomorrow s Travel world is all Mobile 83% of respondents felt mobile technology would have a moderate to significant impact on their business APAC's travel bookings are expected to jump from 24% in 2012 to 31% by 2015, Mobile bookings from 5% to 9% Weather, climate info & restaurant reviews, are most likely to be accessed on mobile, at 46 and 44 percent, respectively by APAC users Consumers are spending 93 % more time with online content than they did three years ago BY Hotelmarketing.com

7 Other Interesting facts about future of Mobile Deloitte Consumer Review claims that 72% of consumers in the UK owned a Smartphone. 10 months prior that it was only 58%. In the US, more than 58% consumers own a Smartphone. And worldwide? Well, 1.2 BILLION people are now accessing the internet through their mobile devices. Mobile searches are 66% more likely to have local intent than a desktop search. In fact, 50% of all local searches come from mobile devices. And, 95% of Smartphone users looked up local information. About a third of the 600+ million Facebook users use Facebook mobile. Out of the 165 million Twitter users, 50% use Twitter mobile. There are around 200+ million YouTube views on mobile devices each day.

8 Who is today s customer? Age is an important Factor!!

9 Google Travel claims 30% of all online search for travel came from a mobile device in 2013 till date and emarketer predicts that this figure would jump up to 40% by the end of BY emarketing.com &

10 Now.Mobile is more than a channel.it s a Source itself! By smartinsights.com

11 By smartinsights.com

12 By static.hosteltur.com

13 Especially in China and India, Internet and travel reviews have a greater impact on initial decision of vacation destination. By static.hosteltur.com

14 Clear direction for internet communications changing Indian consumer Internet communication is going mobile

15 Smart Devices driving traffic to web Total Population: 1.2 Bn Total Mobile Subs: 911 MN (Feb 2012) Access to Mobile Internet: 275 Mn 50+ million smartphones 47% 30% 23% SEC A SEC B SEC C Active Internet Users: 147 Mn 43% 28% 13% 7% 9% Launch of 3G, cheaper handsets & tariff wars fueled the growth age group leading mobile internet usage Most commonly used services after Voice & SMS are internet browsing, social networking, content downloads Data traffic set to grow at 300% quarterly Handset replacement market moving towards 55% and majority of the replacement is towards smartphone Smartphone will be 30% of the overall phone sales Tablets are the new buzzword and will see an unprecedented growth in next couple of years Source: Monk Analysis

16 Tablets gaining foothold moving beyond feature phones/ laptops and PC s 1 Million tablets by end of nd most important market for Tablets TOI, HT, NDTV, India Today, ET, Mint, Business Today, Nat Geo, Condenast, NY Times, Angry Birds together contribute to over 75% reach of the Indian tablet space Average time spent on tablets = twice that of smartphones Magazines to leverage digital in a big way Tablet ownership likelihood HTML 5 Banner replaces a microsite Source: Accenture, TRAI, IAMAI, Monk Analysis

17 How to Sell Rooms, Engage Guests, and Create Satisfied Customers? Image Merchandising Promotional Rates Attractive Product Descriptions & Content Always List Amenities Make inventory available Accurate and Clear Rate Descriptions Customer Relationship Management Loyalty programme Limit Your Package Elements and Choose the Right Options

18 Biggest Marketing Themes of Past 5 Years Have Been Integrate Targeted Personalized Measurable Interactive

19 Social Media s contribution to Hotel Business.

20 Social Media s Importance YouTube is the 2 nd biggest search engine and 4 th most visited site on the Internet 88% of Non Profit Executives use Social Media for their organisation If Facebook was a country it would be the 3 rd largest in the world 94% of the world s population under 40 has joined a Social Media Platform 93% or the world s population believe that companies MUST have a Social Media presence Twitter averages 50 Million status updates per day out of which 20% reference a product or service vs. 60 Million on Facebook Adults spend 15+ hours a week on the Internet 93% of B2B buyers use Search Engines as their first step of the buying process The average Internet user watches 12 hours of video online SO..ALL YOU REQUIRE TO BE..

21 An Expert to handle SOCIAL MEDIA

22 But how?? I have a Hotel to run!

23 Don t Worry..Just 3 Rules on Social Media! Be Human

24 Customers look for online Reviews! World biggest Travel Review Website claims some figures. Tripadvisor s Traffic Increased by 45% in 2012 than Last Year. APAC Traffic Increased by 75% 45 Million monthly unique mobile device visitors, and a YOY average growth of 190%.

25 Another Game Changer.Video! On-demand video Video conferencing Facial and object recognition Augmented reality Real-time manipulation Diminished Reality

26 Small Video clip on mobile technology Vodafone clip

27

28 For more information please contact Dhiraj Trivedi Director Group emarketing in.linkedin.com/in/dhiraj129/

29 Thank You!