The Importance of Digital

 "Mobile has dramatically altered the travel experience. From pre-trip planning to in-flight and on-property services to context and location-aware destination information, mobile devices promise to transform every phase in the travel process, putting vital information - and new marketing opportunities - within hand's reach." (Noah Elkin, eMarketer Principal Analyst)

"An integrated, comprehensive approach will serve brands best. The more flexibly brands can offer to help customers manage their travel - using a mobile-optimised website, apps and integration between mobile, online and offline channels - the more effective they will be. Mobile travellers are demanding and expect suppliers to get it right the first time." 

IPhone & Ipad Stats & Facts

•  In June 2010 iPhone held 40.3% (up 500%) of the mobile market with predictions that it would become the market leader by the end of the year.
• 50% of all non-computer web access is derived from the iphone, 26% from the ipad (comScore May 2011)
• The iPad is the dominant tablet device across the globe, contributing more than 89% of traffic (approx. 98% of the Australian market)
• 3,000,000 iPads were sold in 80 days when first released in June 2010 with 250,000 sold in Australia by October 2010
• As of July 2011 there were 500,000 iPhone apps available in the app store with 15 billion+ down loads to date and 100,000 iPad apps.
• A recent Australian survey showed that 41% of respondents had installed a mobile application. Of those 50% had downloaded 5 or fewer apps, 30% between 6 and 20 and 20% more than 20.

HVWCT Mobile Phone Access

Smartphone Usage and Habits (Google “Mobile Movement” US study)

• 89% of the people surveyed indicated that they used the Smartphone for their daily live activities.
• 81% of users browse the Internet, 77% search, 68% use an app, and 48% watch videos on their Smartphone
• 72% use their Smartphone while consuming other media
• 93% of Smartphone owners use their Smartphone’s while at home
• 95% of Smartphone users have looked for local information and 88% of these users take action within a day, indicating these are immediate information needs
• 71% search on their phones after an ad exposure
• 19% of all hotel queries in search are being conducted on mobile devices, supporting the idea that mobile is now more important than ever in travel marketing.
• When travelling searching for local details is carried out by almost all smartphone users (95%), but most interestingly 88% of those searching for local information “take action” within a day, presumably to visit a website or an actual venue.
• Furthermore, 77% have conducted a business after using mobile search for local information, with 61% calling and 59% visiting the premises of a local business.

Mobile and Travel

As far as mobile travel content is concerned a global survey of 1700 people carried out by Frommer’s, revealed the top six types of mobile travel content that consumers want when on holiday.

The most important function is seeing points of interest like attractions, restaurants and shops on a map (57%), followed by key phrases in local languages (55%), local offers (51%), itineraries and walking tours (50%), local etiquette and customs (49%) and tipping and currency converters (45%).

Nearly a third of smartphone users will research travel plans via mobile this year.

“Smart device apps and mobile-optimized websites are changing the way people travel, from trip planning to boarding an airplane to how they experience destinations. This means new and richer opportunities for marketers to connect with consumers before, during and after their trips.” (eMarketer)