Briefing: Mobile is now the leading digital platform

A new report by comScore has found that mobile is now the leading digital platform. The report found that total activity on smartphones and tablets accounts for 62% of time spent on digital media. It states that mobile applications alone now represent the majority of digital media usage (54%).

This has implications for many of the processes within the hospitality industry. In this briefing four hospitality experts discuss embracing mobile:

As discussed in our briefing at the beginning of the year, 2015 always had the potential to be the tipping point for mobile commerce. Mobile capabilities are increasing all the time. This year saw the release of Apple’s iPhone 6, and rumours are already flying about the iPhone 7. Meanwhile Google’s AMP Project aims to speed up page loading times on its mobiles so they are more convenient to use.

According to a report by Forrester there are 30 billion mobile moments happening every day. These moments are defined by Forrester as times when somebody turns to their mobile phone in order to get information or a service immediately. They also found that 70% of US adults spending almost two hours per day on their mobiles. So when someone turns to their phone for a mobile service. Will you be there?

Whilst mobile use is increasing, research shows that smartphone ownership is nearing saturation. Pew Research Center has found that 86% of Americans own a smartphone, up only 1% from 2014. At the same time ownership of computers and laptops has reduced from 89% in 2012 to just 78% in 2015, again highlighting the switch to mobile devices including smartphones and tablets.

So what’s to come for hospitality and mobile use in 2016? A report from eMarketer has predicted that “In 2016, 51.8% of travellers who book trips via digital means will do so using a mobile device” The report also states that; “Out of the 48.5 million US adults who book trips via mobile this year, 78.6% (38.1 million) will use a smartphone to do so.”

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Video clips produced by ybc.tv for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: like, share and embed travel experiences

Online feedback has transformed the hospitality industry. Comment cards and guest books have always allowed customers to share their thoughts on their stay, but now these experiences, both good and bad, are being shared immediately online and it’s influencing where customers choose to spend their money.

Consumers want to get a glimpse of holiday destinations before they go. They are getting their ideas directly from other visitors, not just marketing teams.

So how are hotels dealing with review websites? In what new ways can the holiday experience be shared? And can digital communities be integrated into the marketing plan? Comment from:

  • Charlie Osmond, Chief Tease, TripTease on content creation & social media driving business growth
  • Sinai Pedreschi, Director of Sales & Marketing, The Stafford London on TripAdvisor and customer feedback
  • Satyan Joshi, Industry Manager – Travel, Google on the impact of video reviews on hotels and OTAs
  • Christopher Michau, VP – Global Partner Group, Expedia France SAS on integrating social media into the travel business model
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interview from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: the threat and opportunity of Online Travel Agents

Online travel agents have embraced the digital world as a new business platform. They have taken full advantage of the low costings, have shaken up the industry, and have forced prices down.

The efficient booking processes appeal to today’s time-strapped, bargain-hunting customers.  While this is a fantastic way for brands to distribute their product to a large market, there is a risk that appearing on OTA sites will reduce direct engagement with the hotel’s own online presence.

In this briefing we have expert discussion on the changing relationship between OTA’s and hoteliers. Comment from:

  • Amine Moukarzel, President of Golden Tulip Hotels on the vital role of online travel agents
  • Pascal Gauvin COO – India, Middle East & Africa of InterContinental Hotels Group with tips on managing the OTA relationship
  • Russel Sharpe, COO in the Hotel Division of Landmark Hospitality on OTAs being a necessary evil
  • Satyan Joshi, Industry Manager for travel at Google on the way hoteliers view the OTA footprint
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: the age of data

Hospitality is one of the most data rich industries on the planet. There is no doubt that most industries are truly envious of the depth of knowledge and understanding the industry has about every single person that walks through the doors. Data that can be so specific to an individual’s preferences when staying in a hotel.

How can the industry use this vital information in order to make a customer’s experience truly engaging?

The opportunity that the digital world now affords hospitality is prevalent on so many different levels and experts this week discuss where to exploit this data abundant industry. Including comment from::

  • Sean Worker, CEO of Bridgestreet on making data work for your business
  • Andrew Sangster, Editorial Director of hotelanalyst on utilising data within your organisation
  • Leo Brand, CEO of SwissCom Hospitality Services on making data personal to a customer
  • And Nigel Huddleston, Industry Head of Travel for Google on the early stage developments of permission based data
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the IHIF conference as well as specific Hospitality Channel shoots.

Briefing: embracing the mobile world

The escalation of mobile technology is something to be admired. The speed in which the digital world moves is often very hard to fathom. However, getting the basics right when using these tools is essential and the best hotel companies are grasping the opportunity that mobile technology gives them.

Uptake of mobile technology is nothing new, but with more and more guests using their devices to research, understand and make decisions on where to stay, embracing this new world of communication is integral. In this briefing we hear from experts about the mobile world, including:

  • Alex Kyriakidis, President – Middle East and Africa for Marriott on why hospitality should grasp mobile technologies
  • Nigel Huddleston, Industry Head of Leisure for Google on the information mobile technologies can provide
  • Ewan Cameron, CEO at Lonhro Hotels on the African market being more sophisticated than many Western markets when it comes to mobile
  • And Cyril Ranque, SVP of Global Market Management for Expedia on the likelihood of mobile overtaking laptops in terms of usage.
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: investment in data is the future of hospitality

Staying connected to your customer is of paramount importance as customer loyalty is to brands. The hospitality sector is very unusual as the amount of data a hotel might have about an individual is perhaps more than any other industry. But how should hospitality embrace new technology to capitalise on the enormous amount of data it has?

Many believe there is a revolution coming in the way we communicate with consumers, colleagues and stakeholders and investment decisions about the use of new technologies requires much thought and understanding.

In this briefing we hear from technology experts in the realm of hospitality that discuss where the future of the digital world lies and where hospitality fits into this picture, including:

  • Nigel Huddlestone, Industry Head for Travel at Google on making data relevant to your business
  • Andrew Sangster, Editorial Director for Hotel Analyst Distribution & Technology on connecting the huge data silos within a hotel business
  • Cyril Ranque, SVP of Global Market Management for Expedia Lodging on his company being the ‘technology lab’ for many hotel business
  • And Arthur de Haast, Chairman – Hotels & Hospitality for Jones Lang LaSalle on the speed in which digital technology speeds up businesses.
 


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Video clips produced by ybc.hpgcms.wpengine.com for the Hospitality Channel, including interviews from industry conferences such as the most recent IHIF conference as well as specific Hospitality Channel shoots.

Briefing: Facebook vs. Google+ – The Battle for the Billions

With the IPO of Facebook possibly today and Google combining the social world (Google+) with Search (Search+), the online giants are positioning themselves for an almighty battle. There is only one winner on the web and we are all about to watch who that will be. But what does it all mean for you?

In this briefing we hear from:

  • Thomas Power, Founder and Chairman of Ecademy, on Facebook vs. Google having the similarities of Pepsi vs. Coca Cola.
  • Louis Gray, the now Product Marketing Manager of Google+, on how to measure the return on investment in social media
  • And from Ramona Mehta, Partner at Mishcon de Reya, on how businesses reputations can be propelled or tarnished instantly in this digital age.
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