Mobile Marketing Is Key For Hotels In 2019
2019 is well and truly in the digital age, and as a result the ways in which customers engage with brands, products and services have dramatically changed. The integration of mobile phones into our everyday life has created a ‘mobile-first’ culture, where consumers expect to be able to access everything on demand. This culture has carried over into the hotel industry, where if you want to capture the attention of consumers, you must be on mobile.
Forbes recently revealed that 11% of individuals are looking at their phone every few minutes, and 41% are looking multiple times every hour. If this isn’t an indication of the importance of mobile if you hotel’s marketing plan, consider the fact that a recent Openkey study found 76% of travellers say their smartphone is their most valued travel tool.
In order to meet the needs of the mobile-first guest, it is important that you understand in what ways guests are using their phones and provide a mobile-based solution for each stage of the customer journey.
Beginning in the planning stage, arguably one of the most important steps in the guests decision-making process, a whopping 70% of travellers with smartphones have used it for travel research, according to Google. Additionally, 51% of travellers expert to communicate with hotel brands via messenger, and 33% using social media. This would suggest that having a strong digital presence which is optimised for mobile is vital to capturing consumers at this stage. Failing to optimise for mobile viewing can be a dealbreaker, Intelity found hotel apps and booking technology impact the decisions of 70% of travellers.
Marketing in the hotel industry goes beyond capturing the initial conversion. Ensuring that customer satisfaction levels are high throughout their stay is just as important, and impacts future marketing efforts through customer reviews and feedback. An overwhelming 95% of those surveyed by I-AM believed that it was up to the hotelier to introduce them to the local culture, this combined with the fact that 47% of people are using their mobile to find attractions, events and restaurants when away from home, suggest a clear opportunity for added value.
Integrating a mobile app or website into the guest experience can become a powerful marketing tool. Not only can such technology meet the needs of guests as a local guide, but it can also enhance the guest experience by making hotel services more accessible and personalised. Oracle found that 77% of guests would like to access hotel services such as in-room dining through their mobile, and 88% want an app that makes their stay more personal.
The reach of mobile marketing does not stop when the guests leaves your hotel. The implementation of loyalty programs, promotions and review platforms through mobile is important among today’s consumers. 52% of millennials want to manage their brand loyalty programs via their mobile, and making this possible will open up the floor for higher and more positive engagement.
Will all signs pointing to mobile, there is little doubt that integrating mobile touch points into your marketing plan and throughout the customer journey will help your property reach more potential guests and maintain brand loyalty.