In 2009 more of your customers will be researching your hotel product via their mobile phone. In the 3 months leading up to Christmas 2008, in the midst of a global recession, new EyeforTravel research shows the average number of Americans who browsed the internet via their mobile phones grew by 61.5% from the same period in 2007. This growth is incredible. US adoption outstrips any other part of the world.

Your competitors have recognized this and are busy experimenting. Big players in the travel industry are at last seeing ROI on mobile initiatives. Most major travel organizations from airlines to hotels to intermediaries are experimenting. This is a fascinating and exciting area. No one knows for sure how mobile will develop and what the �killer app� will be but with over 1/3 of web savvy travel companies investing in mobile in 2009 (source: EyeforTravel) you need to start making plans or you will be left behind.

Understand the threats. You need to provide mobile services or you will lose customers. With 4.6 billion global mobile users by 2011 and a 61.5% growth in mobile browsing, a very high percentage of your now online distributed product will be sold through a new channel. The impact on CRM and driving ancillary and non room revenue will be just as important. Ask the Ma and Pa travel agents of the 1990s what happens if you don�t provide a service in a way your customers want it.

You need to exploit the potential that the adoption of any disruptive technology offers. You need to use this period to grab market share. Know one knows what mobile �killer app� will make the travel industry a heap of money. But it�s probably being developed and trialed right now. You need to invest but no one knows for sure where. Interesting and potentially amazingly profitable (or if you get it wrong costly) times! 

This September 16-17, over 100 travel companies will be meeting in Chicago to debate and build partnerships and strategies to exploit the mobile channel. 

Right now opinions abound and innovation is raging. It is clear travel distribution is about to evolve again. I started EyeforTravel in 1997 at the dawn of the online travel market. Travel led the e-commerce revolution and I predict it will lead with m-commerce as well. Market share and mobile travel brands can be built relatively cheaply right now. They will be extremely valuable in the future.

Register for the Mobile Strategies in Travel Conference now and learn from:

Gareth Morgan, Director of Product Management, Intercontinental Hotels Group
Sameer Poonja, Vice President Online Distribution & E-Commerce, Kiwi Collection
Chris La Rose, Director Website Strategy & Testing, Hilton Hotels Corporation
Bill Bernahl, VP e-Commerce, Hyatt Hotels Corporation
Amy Scarth, Head of Research, EyeforTravel
Tom O�Neil, Account Executive, Google
Jeff Plaisted, National Sales Manager, Microsoft Mobile Advertising, Microsoft Corporation
Michael Dalesandro, CEO, Where I've Been
Josh Steinitz, CEO, NileGuide
Deanne Dale, VP, Sales and Account Management, Travelocity Business 
Mike Daly, Vice President, Travel Services, Rearden Commerce
Fraser Campbell, CEO, Wcities
Jared Miller, Sr. Director, Customer Self-Service, Continental Airlines
Koen Bavinck, Sales Manager, Sound of Data
Kristen Manion, Director, Direct Marketing and CRM, Delta Airlines
Speaker TBC, American Airlines
Michael Perhaes, Assistant Vice President, Marketing, MGM Grand Hotel
Ken Bostock, Managing Director, Airport Strategy and Continuous Improvement, United Airlines
April Bridgeman, Senior Vice President, BCD Travel

Go to https://secure.firstconf.com/travel/tdsusa/mobile-travel/register-logix.asp to register online or email me, Tim Gunstone on [email protected] and I will be in touch with more information.

Tim Gunstone
[email protected]