4 Signs that Hotel Marketing’s Future is Mobile (Travel Tuesday)

For years, various pundits have proclaimed whatever year we’re about to enter as “the year of mobile.” Not me. I think that ship sailed some time ago. As I noted last January,

“…roughly 90% of all guests researched their travel options online at some point, and half of those conducted some of their research on a mobile device, according to two separate Google studies. “

The coming year won’t be “the year of mobile.” It’s already here. Instead, the coming year will simply reinforce the importance and the value of mobile to your guests as they discover, book, anticipate, and enjoy their stays with you. Want proof? Then check out these 4 signs that hotel marketing’s future is mobile:

1. Skift highlights the features of Marriott’s new app that, among other things, expands mobile check. Many of the major brands have gotten into mobile in a big way in the last few months. For instance, Accor has started the switch to mobile check-in and Hilton, in addition to using mobile to unlock doors, has upped the ante by allowing frequent guests to choose specific rooms on their mobile app. Mobile will play a big role in shaping guests’ on-property experience in the next couple of years, which will also go a long way to shaping how guests feel about your brand. If 2014 was “the year of mobile,” it’s increasingly likely that 2015-2016 will be the year hotel brands use mobile to reclaim their relationship with their guests from the OTA’s. And that’s a very welcome trend, indeed.
2. Leonardo has some great insights into the content marketing, mobile and other important hotel marketing trends for 2015 over on its blog, including a cameo appearance from a particular marketing and e-commerce consultant you all might have run across once or twice. The Leonardo post sums up the recent webinar that I participated in, and I’ve included the slides below if you’d like to check those out.
3. TravelClick outlines 5 mobile strategies with a look at the various myths and realities surrounding mobile marketing for the hospitality industry. Good read and well-worth your time.
4. Finally, Search Engine Land highlights Google’s official launch of “mobile-friendly” labels in mobile search results. Google knows that the future of the web revolves around providing excellent mobile experiences and plans to let your customers know whether you understand that as well. I think it’s not too soon to update the notion that “it’s all e-commerce” to also say “it’s all mobile commerce” too. The simple fact is that mobile plays an increasingly large role in your guests’ browsing, booking, and loyalty activities (with eMarketer saying mobile will comprise the majority of travel research next year). Whether online or on-property, it’s time to help guests browse, book, and remain loyal to you.

If you’re interested in more, you might also enjoy this coverage of hotel distribution is heating up and rising mobile bookings, big data, and more, as well as this recent recap of the 6 Top Travel Marketing Posts from November.

And if you want to learn even more about the future of hospitality e-commerce and marketing via the social, local, mobile web, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

You might also enjoy the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year,” when you have a moment:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

• Holy Crap! Mobile’s Even Bigger Than You Thought
• How to Use Emotion and Storytelling in Digital Marketing
• 4 Lessons You Need to Know from Google’s Affluent Traveler Report
• What’s the State of Hotel Reputation Management?
• 10 Essential Lessons Learned From HSMAI’s Digital Marketing Strategy Conference
• What in the World are Priceline and TripAdvisor Up To?
• It’s Time You Take Mobile Seriously. Here’s Why
• What Expedia’s Leaders Can Teach You About Digital Strategy
• The 4 Rules of Social Marketing for Hotel Marketers