Huge global smartphone adoption across the
globe presents a massive opportunity for travel brands to reach consumers but
where should they be focusing their efforts to maximise returns?
EyeforTravel and SAP Digital Interconnect’s
new Driving Intelligent, Interconnected Mobile
Engagement Throughout the Travel Journey report, which is free to download
now, identifies the four key areas where travel brands need to target
mobile consumers:
1. Awareness
It is becoming increasingly critical to create
inspiring content that will work on mobile as consumers are most likely to be
using their mobile devices early on in travel research. As more detailed,
late-stage research is undertaken, most consumers in major markets move over to
larger screens on desktops and laptops. Consumers therefore need to be engaged
with content and made aware of the travel options and offers available. This is
the first stage of influencing the buyer journey and a key mobile phase.
2. Purchase decision
Despite desktops and laptops being the main
booking devices for travel purchases generally, some markets such as China are
mobile-first throughout, and overall it is increasingly an omnichannel
experience. Mobile is also growing globally. J.D. Power found that 25% of hotel
online reservations were made using mobile in 2017, up from 14% in 2014. EyeforTravel’s
2018 research similarly finds that the median share of mobile bookings
reported by travel brands is between 10% to 19%, with 58% reporting more than
10% of bookings come through mobile. Customers now expect a relatively seamless
transition and look for consistency across platforms as they move down the
purchase funnel.
This purchase funnel is broadening, with
new channels and communication services growing. Although mobile bookings are
still largely through web browsers, leading to 45% of travel brands focusing on
the mobile web compared to the 22.5% focusing on apps, brands will need to
shift and widen their focus. For the modern traveler, alongside established SMS,
web and email channels, social media services, such as WeChat, WhatsApp and
Facebook Messenger, are increasingly important. Not only can they now allow
bookings but they are also great touch points to help the consumer get more
information for their purchase journey and help them feel safe about their
purchase. However, just 29% of travel brands currently have instant messaging
capabilities and this will need to increase as consumer tastes change and
travel brands chase low-cost distribution routes.
Improving a brand’s ability to use these emerging
mobile channels can also help to address the main issues that exist with mobile
booking for consumers. Key among these is security. The channels mentioned
above can be used for two-factor authentication (2FA), sending security codes
to approve payment, access secure pages and complete bookings. This helps drive
consumer confidence in making online purchases and therefore mobile conversion
rates, which are far lower in the travel industry than for desktop and laptop
visitors.
3. Throughout the trip itself
Being able to reach consumers with key
information as and when they need it is becoming a core competency for travel
brands that want to drive a relationship and build loyalty with their customer.
Among US consumers, 87% report that they find travel notifications useful and travel
brands that can reach a traveler in a moment of crisis can win over a consumer
for life.
Becoming the trusted source of information
to the consumer as they travel is a way to wrest control of the traveler and
their journey from third parties and reposition the travel brand at the core of
the journey. Customer satisfaction rates are higher when they have been
actively reached out to by a travel brand with relevant messaging or if they
have downloaded a brand’s app.
Travel brands and technology players need
to provide channels that are truly global and not just accessible in the home
country or continent of the consumer. The channel has to have the presence to
reach the traveler throughout their journey, especially when disruptions
happen, such as a delay or change in flight.
4. Post travel
It is extremely important to get the voice
of the traveler as feedback. One single bad review can influence future
purchase decisions, and travel brands need to use technologies to interact and
strike when they happen. Emotions run very high most recent to a bad experience
and if you are able to address that then you can calm a situation and possibly
turn a negative into a positive. Encourage positive reviews and social
interaction post-travel to not only influence other buyers, but to also
engender brand loyalty with your traveler.
Among travel brands that had automated
messaging capabilities, 47% reported that they sent out satisfaction
questionnaires and 37% sent out post-stay marketing. This shows that travel
brands are awakening to the potential of using mobile in the post-travel period
but they still have a long way to go to make the most out of this time.
- A major industry survey of all travel verticals uncovering their mobile strategies and technology deployments.
- Analysis of how consumers are using the mobile channel.
- Projections for mobile’s growth across travel.
- Where you should be investing to reach the mobile consumer.
- How you can ensure mobile-focused communications are effective.
- An overview of how you should be measuring and overseeing an m-commerce operation.
