heither leisman - mobile revolution - bto buy tourism online 2013 - visions
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BTO - Buy Tourism Online Day ONE 3 dicembre 2013 HEITHER LEISMAN, visioni http://www.buytourismonline.com/eventi/heither-leisman-mobile-visioni/ Dalla Managing Director Europe di Hotel Tonight, mobile for travel. Speech VISIONI: Heather Leisman Managing Director Europe di Hotel Tonight Intervista Heather Leisman: Luca Panzarella Founder di www.appandmap.comTRANSCRIPT
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Heather Leisman, Managing Director@JetsetHeather
Mobile Revolution
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Who is HotelTonight?
European Mobile Landscape
Mobile Travel Trends
Agenda. What’s on the menu?
How to Win on Mobile
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Hello. We’re HotelTonight.Same-day mobile-only hotel bookings.
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Fast Facts. Three years in the making.
8 million downloads globally; up more than 2x YOY
Available in over 200 cities in 16 countries
Source: *Tnooz, 2012
First ever hotel booking system designed exclusively for mobile
#1 most used app for booking hotels in the USA*
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The Mobile Empire. Smartphones are king.
Source: Kleiner Perkins Caufield Byers, Internet Trends 2013: Strategy Analytics 2012
1B 1.5B 10B
2012 2013 2017
+31% +567%
Smartphones represent 21% of the global mobile market
Mobile represents 15% of all internet traffic; up from 10% in 2012Growing at 1.5x per year; expected to accelerate
15%
By the end of this year, 20% of the global population will own a PC, but 22% will own a smartphone
2013
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Smartphones. Your new best friend?
Source: *Tnooz, 2012
1 in 4 people…check their phone every 30 minutes
3 in 4 people…aged 25 to 29 sleep with their phone
2 in 3 people…would pick their phone over lunch
7 in 10 people…don’t leave home without it
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EU5. A smartphone paradise.
Source: *ComScore, 2013
240 Million smartphones. Up 30% YOY.
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Italy Is No Exception. Growing quickly.Smartphone penetration has doubled in the past two years.
The average number of apps installed by an Italian smartphone user (9 used in a given month)
24
Smartphone penetration, Italy, 2013 *
24% 28% 53%
2011 2012 2013
* Google, Smartphone user identikit + comscore data, may 2013
Search/buy/share travel on mobile devices45%
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The EU5 Smartphone User. Who is he?
19 apps downloaded;
6 paid
1/3rd of EU5 mobile users are under 35
53% male; 47% female
50% Android; 20% iOS
10% of smartphone
owners have a tablet
3 in 4 new devices are
smartphones
81% visit social sites; 51% daily
Source: *ComScore, 2013
access the internet on their Smartphone every day68%
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Travel Search. Desktop is so 2010.Searches for travel on desktop are down, especially for business travelers.
Travel related traffic YOY
Mobile
Desktop
-4%
+67%
Source: *Google, The Traveler’s Road to Decision, July 2012
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Mobile For Travelers. Information ASAP.
Source: *Google, The Traveler’s Road to Decision, July 2012
Mobile usage for travel is increasing for both leisure & business travelers.
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10% e-commerce
Online Retail Sales E-commerce Sales
10% m-commerce
M-commerce Sales. Show me the money.
Source: eMarketer 2013
Only 1% of all retail purchases is an m-commerce purchase.
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Mobile Travel Sales. Early adopters.
Source: eMarketer, May 2013; Statistics Brain, 2013
of same day hotel bookings are made via a smartphone65%
2011 2013 2017E0
20
40
60
80
100
120
140
160
$13.6B $50B$3.4B
300%
268%
Mobile represents 10% of total travel sales in the US.
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44%
Smartphones produce of worldwide traffic….24%
But only of hotel bookings 3%
Source: * ResearchNow, 2013
Opportunity Is Knocking. Are you ready?
Globally, research a product/service on mobile82%
But only have made a purchase24%
In Europe, research travel on their smartphone48%
But only book on that device40%
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44%
Most common complaints about mobile…
Complicated search36%
Poor navigation30%
Slow load times44%
Source: * ResearchNow, 2013
Not optimized for mobile8%
Window Shoppers? Or would-be buyers?
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44%
Ready. Set. Win. Secrets to mobile success.
FOCUSED
EASY
SIMPLE
RELEVANT
Complicated search
Poor navigation
Slow load times
Not mobile optimized
1
2
3
4
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Slow Load Times?. Focus….less is more.
Ultimate Transport App
Tonight’s Going Out App
New Way To Share Video
Your Private Driver
Send Disappearing Photos
Successful native apps are laser-focused.
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of mobile searches are driven by speed & convenience
Complicated Search? Make it easy.
81%
Eliminate hurdles & decisions. Remove friction points for the consumer.
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Poor Navigation? Keep it simple.Sacrifice choice for simplicity. Design for the most common use case.
Hotel only booking
Filtered search results
Curated selection
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Not Mobile Optimized? Just do it.Customize with context. Exploit the device; make the experience personal.
Local. Use location to provide more relevant results.
Secure. Store credit card details for easy check out.
Social. Multipurpose device makes it easy-to-share.
Targeted. Send special deals & incentives.
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EUROPE PRESENTATION
@HotelTonight
Thank You!