Mid-Year Review: The Rising Tide of Mobile Bookings - How Hoteliers Can Stay Afloat By Max Starkov
July 29, 2014 3:45am
By Max Starkov
The explosion of non-desktop customer engagements presents a major challenge to hotel marketers: creating and managing a digital presence across three distinct distribution and marketing channels (desktop, mobile, and tablet). No doubt, hoteliers must invest in and take advantage this multi-channel, multi-device world we live in.
The Shift from Desktop to Mobile and Tablet is Irreversible:
Across HeBS Digital's hotel client portfolio, consisting of thousands of hotel properties, we saw this shift occur in every data category.
Sources of Traffic and Revenue by Device Category in First Half of 2014:
The most notable developments in the First Half of 2014:
Compare this to just two years ago, the First Half of 2012, when:
o Less than 17% of web visitors and 14% of page views
o Less than 7% of bookings, 6% of roomnights and 7% of revenue.
The Disruptive Shift Continues Year-over-Year:
We are witnessing continuous year-over-year growth in the mobile and tablet device categories, while the desktop continues to lose ground.
Percent Increase/Decrease in Results in First Half 2014 vs. First Half 2013:
The most notable developments in the first half of 2014 compared to the same period in 2013:
What Should Hoteliers Do About It?
What should hoteliers be doing to meet the challenges created by this dramatic shift from desktop to mobile and tablet? To begin with, hotel marketers should view these challenges as new opportunities for revenue generation and customer engagement across all three "screens": Desktop, mobile and tablet.
Here are a few actions steps to help hoteliers address this multi-device user behavior we are seeing today:
Tags: hebs digital,
HeBS Digital has pioneered many of the best practices in hospitality digital technology and full-service digital marketing, social and mobile marketing, and direct online channel distribution. The firm has won over 250 prestigious industry awards for its digital marketing and website design services, including numerous Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, IAC Awards, etc.
A diverse client portfolio of top-tier major hotel brands, luxury and boutique hotel brands, resorts and casinos, hotel management companies, franchisees and independents, and CVBs are benefiting from HeBS Digital's direct online channel strategy and digital marketing expertise. Contact HeBS Digital's consultants at (212) 752-8186 or email@example.com.
Contact: Mariana Mechoso Safer
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