What kind of Mobile Strategy Should Your Hotel Have?
By Tom O'Rourke President & CEO, O'Rourke Hospitality | November 11, 2012
Mobile technology is no longer the future of marketing: it's the present. App platforms are evolving to become more user friendly, there's no longer just one type of mobile website and the idea of mobile advertising is no longer a concept, but a practice. With all of this evolution it can create a constant battle between what your hotel should be doing and what you are actually doing. Depending on what type of property you manage, the type of mobile strategy you should have will vary. Throughout this article we will discuss different types of properties and the strategies that are working well for them.
State of the Market
As the mobile market evolves it can be difficult for hoteliers to stay ahead, here is some of the latest data:
- The average number of apps on smart phones for 2011 was 32, in comparison to 41 so far for 2012.
- CNN found 94 minutes per day is spent on mobile devices and 82% of that time happens on apps.
- A ComScore study done in May of 2012 reported mobile app usage was actually higher than desktop web browsing; 51.1% vs. 49.8% respectively.
- The International Data Corporation (IDC) estimates that expenditure on mobile ad expenditure in US was $2.1 billion in 2011
- 70 percent of mobile ad budgets are spent on search advertising, with 30 percent spent on mobile display adverting.
Who is Your Audience?
In general, your mobile marketing efforts should be everywhere (app, website and ads) so wherever a potential guests goes they will find you, but for some, certain tactics will not work. It's very important to consider your guests and the way you are currently being found before you decide on what type of mobile marketing is right for you. If you have analytics set up for your website you can go in and see how much of your website traffic comes from mobile devices.
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