Briefing: Mobile is now the leading digital platform

A new report by comScore has found that mobile is now the leading digital platform. The report found that total activity on smartphones and tablets accounts for 62% of time spent on digital media. It states that mobile applications alone now represent the majority of digital media usage (54%).

This has implications for many of the processes within the hospitality industry. In this briefing four hospitality experts discuss embracing mobile:

As discussed in our briefing at the beginning of the year, 2015 always had the potential to be the tipping point for mobile commerce. Mobile capabilities are increasing all the time. This year saw the release of Apple’s iPhone 6, and rumours are already flying about the iPhone 7. Meanwhile Google’s AMP Project aims to speed up page loading times on its mobiles so they are more convenient to use.

According to a report by Forrester there are 30 billion mobile moments happening every day. These moments are defined by Forrester as times when somebody turns to their mobile phone in order to get information or a service immediately. They also found that 70% of US adults spending almost two hours per day on their mobiles. So when someone turns to their phone for a mobile service. Will you be there?

Whilst mobile use is increasing, research shows that smartphone ownership is nearing saturation. Pew Research Center has found that 86% of Americans own a smartphone, up only 1% from 2014. At the same time ownership of computers and laptops has reduced from 89% in 2012 to just 78% in 2015, again highlighting the switch to mobile devices including smartphones and tablets.

So what’s to come for hospitality and mobile use in 2016? A report from eMarketer has predicted that “In 2016, 51.8% of travellers who book trips via digital means will do so using a mobile device” The report also states that; “Out of the 48.5 million US adults who book trips via mobile this year, 78.6% (38.1 million) will use a smartphone to do so.”

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Video clips produced by ybc.tv for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Reviews & credibility – Websites strive to build trust

Online reviews continue to influence customer decisions. Data from Deloitte shows that 81% of general consumers read reviews and check ratings. In the hospitality industry these reviews are being published on different social media sites, direct on hotel and booking sites, and are frequently being written on mobiles and on mobile apps. Knowing that fake reviews are possible, trust between companies and consumers is becoming increasingly important.

In this briefing four experts discuss credibility and making the most of reviews.

According to Deloitte 42% of holiday makers use review sites. But companies are also looking for ways to show reviews on direct platforms. As discussed in the above videos, Choice Hotels is verifying reviews that are posted on its website, and TrustYou is a company offering tools and solutions for Travel and Tourism companies to display credible reviews to customers. Expedia is also taking step to ensure only true customers can leave reviews, whilst also displaying TripAdvisor posts alongside these.

Foursquare is a mobile app and review site for food, drink, activities and shopping, on which comments are always linked to specific locations. The site has more than 55 million users worldwide who have ‘checked in’ to locations over seven billion times. Business can ‘claim’ their locations in order to interact with the customers who are posting on the site. Two million businesses have done this so far. Research shows that connecting with customers who are leaving reviews can have a positive impact on business.

One review site that covers all industries is Yelp. In the first quarter of 2015 more than 50% of Yelp content (reviews and photos) was generated on mobile devices and 65% of searches came from mobile devices. Interestingly in the first quarter of 2015 there were many more positive reviews posted than negative ones with 42% of reviews giving a 5 star rating, 25% giving 4 stars and only 14% of reviews giving 1 star.

Validity and trust is of course important to the success of review sites themselves. Yelp has a review filter which it says helps to spot fake reviews. It has taken legal action against people trying to buy and sell reviews and has recently filed a lawsuit against a company which falsely said it could remove negative reviews form the site.  Yelp is not the only company taking this kind of action. Amazon too has recently taken out a lawsuit over fake reviews.

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Video clips produced by yBC for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: 2015 could be a tipping point for mobile commerce

30% of travel will be booked on mobile devices in 2015 according to Expedia. Mobile and tablet usage is set to grow further in all industries this year following 2014 during which the number of people owning both a smartphone and a tablet in Europe more than doubled to 48%. eMarketer predict that in 2015 half of digital travel researchers will use mobiles as well as PCs, while Gartner predicts that by 2018 more that 50% of users will use a tablet or a smartphone first for all online activities.

In the following videos industry insiders explain how mobile devices are being used in hospitality today:

Criteo’s report State of Mobile Commerce Q4 2014 shows that at the end of 2014 mobile accounted for 30% of ecommerce transactions in the US.  Smartphones have overtaken tablets in mobile transactions in the US, although there are currently higher conversion rates on tablets than mobile. The difference is being attributed to the larger screen size and the fact that not all websites are designed for easy mobile use. Criteo’s global research shows that Japan is the most advanced mobile shopping market with 49% of retail transactions being done on mobile there. The UK is not far behind this at 41% and the US is at 27%.

2014 saw an increase in hospitality companies using apps. Mobile only companies such as Hotel Tonight have grown, and more sophisticated approaches to mobile commerce are emerging. Expedia’s Scratchpad software is designed to help customers use the Expedia website across multiple devices. Apps can be used to show hotel information and process bookings. They can also be used to enhance the guest experience inside the hotel or for travel around the area. In America 33% of hotels now offer an app for their guests. According to Expedia almost 1 in 5 travellers globally have checked into a hotel on their mobile for business purposes, with around 15 percent having done so for a leisure trip. Mobile technology is sure to be integrated yet further in of all aspects of the travel and hospitality experience over the next 12 months and will continue to be a focus point for the industry.

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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Digital age guests want connectivity as standard

We live in a world of consumerised, mobile technology where guests increasingly use the latest gadgets at home and on the move. When guests check in to a hotel they do not stop wanting this level of connectivity. The hotel industry is upping its game, embracing technology as a part of the hotel’s design, infrastructure, and service processes. With increased expectations of hotels and ‘basics’ redefined, brands must find ways to provide “next level” digital experiences for their guests. In this briefing we hear comment from:

  • Anton Bawab, Regional President, Viceroy Hotel Group on connective technology being a must have for hotels

  • Jim Abrahamson, Chief Executive Officer, Interstate Hotels & Resorts on why brands that give great experiences will succeed in the digital world

  • Kathleen Matthews, Chief Communications & Public Affairs Officer, Marriott International Inc on customers wanting connectivity and rich experiences

  • Robert Shepherd, Chief Development Officer – Europe, InterContinental Hotels Group on innovative hotel designs that target modern business travellers

 

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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: impacts of digital technology on hospitality

In the modern world the way we receive information and the place we go for news, views and updates is through a connected device. Whether that be a desktop, laptop, tablet or mobile, digital technology is so engrained in life that we don’t even think about it.

As an industry inherently involved in relationships with people, it is imperative that we embrace instant communication and have a strong understanding of how all these tools fit together. In this briefing we hear from 4 experts on how it is affecting the world as they see it. Including:

  • Peter Greenberg, Travel Editor of CBS News on the increased exposure digital platforms can afford you
  • Patrick Fitzgibbon, SVP – Development, Europe & Africa of Hilton Worldwide on why embracing technology is integral for success
  • Taras Ettl, VP – Development, Middle East & Africa of InterContinental Hotels Group on how technology has impacted IHG
  • Andrew McLachlan, VP – Business Development, Africa & Indian Ocean Islands of Carlson Rezidor Hotel Group on the communications revolution
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: mobile – the big sell

Mobile technology is expanding at such a rate that it is really any wonder how people keep up with it. iPhone 5GS, Samsung Galaxy S4, Windows 8, Android, and BlackBerry are just a handful of terms that are in our modern-day vernacular without many of us really understanding what it means for us and for business.

Mobile smartphones are the most powerful selling technique which is set to dominate long into the future and we need to be utilising this medium across our business. Whether that’s checking emails, social networks, looking for reviews, playing games, watching films, purchasing hotel rooms and perhaps after all that making a phone call. It should certainly be embraced and our experts this week discuss this with comment from:

  • Cyril Ranque, SVP of Global Market Management for Expedia on the power that these devices bring to the consumer.
  • Douglas Rice, Executive VP & CEO of Hotel Technology Next Generation on expectations being raised with mobile
  • Leo Brand, CEO of Swisscom Hospitality Services on the need for hospitality to up its game
  • Peter O’Connor, Professor & Academic Director of ESSEC Business School on seizing the immense power of mobile in hotels

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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: embracing the mobile world

The escalation of mobile technology is something to be admired. The speed in which the digital world moves is often very hard to fathom. However, getting the basics right when using these tools is essential and the best hotel companies are grasping the opportunity that mobile technology gives them.

Uptake of mobile technology is nothing new, but with more and more guests using their devices to research, understand and make decisions on where to stay, embracing this new world of communication is integral. In this briefing we hear from experts about the mobile world, including:

  • Alex Kyriakidis, President – Middle East and Africa for Marriott on why hospitality should grasp mobile technologies
  • Nigel Huddleston, Industry Head of Leisure for Google on the information mobile technologies can provide
  • Ewan Cameron, CEO at Lonhro Hotels on the African market being more sophisticated than many Western markets when it comes to mobile
  • And Cyril Ranque, SVP of Global Market Management for Expedia on the likelihood of mobile overtaking laptops in terms of usage.
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: exploiting the data rich industry

Continuing on the technology theme, in this weeks series we try to understand how to use the data being created continuously from mobile devices, social media and feedback forums. Mining this information can help any hotel deliver that personal service that so many customers want. Reacting to this in real-time is the next obstacle, and will of course increase your customer loyalty. Hear the thoughts from key people at Hyatt, InterContinental and SwissCom below.

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