Revenue managers often feel like pioneers in the Wild West when attempting to tame and optimize mobile. How do you sell and manage revenue via this medium? What should you be thinking about as you create your own mobile strategy? Don’t go wild yourself, and don’t over think it, but do have a strategy.
Remember the standard consumer buying behavior pattern:
- Consumer identifies the need to look for a product, such as a hotel stay.
- Consumer identifies the range of suppliers (hotels) through research and comparison.
- Consumer selects a supplier (hotel).
- Consumer attempts to purchase (book) the product (hotel).
If the consumer selects your product and it is difficult to purchase (because of poor visibility, too many steps to final purchase, poor photos, slow booking engine, etc.), then guess what? Back to Step 1 they go. And the selection process begins all over again with your hotel losing the booking to a competitor.
Whether for desktop, tablet or mobile devices, your presence must be sharp, clear and easy to navigate with a fast booking engine requiring as few clicks as possible.
According to HSMAI’s Digital Marketing Council, “With the increase of tablet ownership and usage, mobile is moving beyond the original scope of mobile phones into broader territory. For hoteliers, mobile for tablets presents a different opportunity than mobile for smartphones.”
The council recommends that “while mobile phones are particularly relevant in the shop, book and experience phases, tablets are uniquely positioned to aid in the dreaming or desire to be inspired phase, as well as the learning phase. What this means is that a tablet-specific website should be considered because the consumer behavior varies so dramatically between the two mobile devices. Speed and ease of use are critical for the smartphone, but vivid photos are more essential for the mobile tablet.” Read more
Published in: http://www.hotelnewsnow.com
By: Susan Spencer