Travel with an insider™ Mobile and in-destination Travel Distribution Summit – London May, 2014
Company Highlights The Global Leader in Destination Activities 20,000+ tours and activities 400+ destinations in 150 countries 10 languages and accepting 10 currencies 11mm+ monthly web visits 1.5mm+ app downloads 1.5mm+ customers 15+ years focused on tours and activities
Mobile Goals? Provide an excellent customer experience, regardless of platform or device.
The Mobile Commerce Revolution 0 124 166 112 103 98 245 128 37 Q: How Should Your Content Change in a Mobile / Tablet Environment? A: Where – What – How 0 73 96 196 193 186 252 214 186 200 236 252
How Should Content Change via Mobile? WHERE 1. Understand where your customers are. Viator Trend: Majority of mobile customers book within 3 days of travel 45% of smartphone bookings for travel within 3 days or less Transactions by Days Until Travel Same-day Bookings
How Should Content Change via Mobile? WHAT 2. Understand what your customers are looking for Mobile allows customers to self-serve – reducing offline support needs.
How Should Content Change via Mobile? HOW 3. Understand how your customers are reaching you. Tablets are scaling fast: • Over 30% of U.S. adults own a tablet, up from 2% less than 3 years ago; • Worldwide tablets sales: 232m in 2016 vs. 64m in 2011 (source: eMarketer) Tablets are the fastest growing category in travel.
The Rise of Tablets and What it Means Tablets <> mobile <> PC users • Usage patterns are different across mobile, tablets and PCs • Tablet are used for ‘couch surfers’ looking for inspiration, content and ideas • Bookings within 3 days or less on Viator channels reflect changing behaviors: Mobile – 61%, Tablet – 18%, PC – 6% Tablet users spend 2x the amount of time on site than mobile users – and slightly more than desktop users!
Viator San Francisco – via APP and Mobile Web 0 124 166 112 103 98 245 128 37 0 73 96 196 193 186 252 214 186 Mobile web is about location and destination 200 236 252
Viator San Francisco – via Tablet 0 124 166 112 103 98 245 128 37 0 73 96 196 193 186 252 214 186 Tablets are about Discovery! 200 236 252
How Should Content Change via Mobile? • Content may not need to change, but it needs to be optimized. The “Four A’s”: • Accessibility: Develop dedicated mobile platforms – target the message to the platform. SPEED matters! • Availability: Remove barriers to engage/book; SIMPLICITY matters. • Accuracy: Ensure that your content and information is in agreement across all access points. CONSISTENCY matters. • Analytics: Track performance. RESULTS!
The Mobile Commerce Revolution 0 124 166 112 103 98 245 128 37 How should your Communicationchange in a mobile / tablet environment? 0 73 96 196 193 186 252 214 186 200 236 252
Viator - How Should Communications Change via Mobile? • Geo-targeting:Take advantage of GPS and IP location data; test geo-fencing as part of your overall merchandizing plan • Get to the point: Short, quick calls to action are key. Limitations on how much you can say through a notification system or space on a device. • Give real value: Address an immediate problem or customer need; you know a lot about customer intent based on location, time to travel, time since last travel, etc.
How Do You Encourage the Behavior You Want? • Your marketing tactics don’t change; they simply adapt • Promos & Special offers: User nags, alerts and promos to drive engagement • Think beyond the search engine: Social media is as important on mobile as it is online • Usability: Remember the form of the interface, how unfriendly mobile devices can be. One example: short-cuts improve conversion
Going Mobile? Issues to consider • What are the key issues to consider when evaluating a mobile content strategy? • Seamless: Mobile redirects must be solid; Keep the message and theme consistent. • Paperless:Vouchers, paper receipts and documentation don’t work! • Roaming / Charges: Where will your customers be? Native vs. HTML5? • Develop your API: A robust, scalable API is key to bringing it all together • Track accurately: Use custom events, URL parameters and channel-specific promo codes to measure engagement; If your use a single-touch attribution model (first click, last click), consider a multi-touch or linear model that tracks across channels.
Viator Findings – Brand and Customer Loyalty • App vs. Mobile Web: • Apps are: • More immersive experience – Customer invests more time (discovery & download) • Creates a more loyal customer who purchases more items more often • More difficult marketing, relying on platform relationship and paid ad networks • Mobile web is: • High volume; Very transactional • Easier marketing: both SEO and SEM • Not as much loyalty built in • Moving web customers to e-vouchers and passbook is a way to get travelers to take us on the road with them. • Generating Revenue • Marketing channel - Send coupon codes and offers, redeemable cross channel. • Location specific push notifications – what’s on sale Today? • Spontaneous / Ancillary Sales - Customers buy marquee tours prior to travel. App/Mobile is perfect to replace the concierge in-destinationfor impromptu ideas. Overall, mobile users have a 47% higher LTV than web users.