Hotel Marketing Companies In Florida|”The Shift In Hotel Bookings From Desktop To Mobile Accelerates”
Source – 4hoteliers.com
By – Max Starkov
Category – Hotel Marketing Companies In Florida
In our article earlier this year, ‘The Truth is in the Numbers: 2013 is Undoubtedly the Year of the Three Screens in Hospitality,’ we outlined the rapid growth in hotel website visitors and bookings from mobile (smartphone) and tablet devices at the expense of the traditional desktop. The results from Q3 2013 are in, and the shift from desktop to mobile and tablet devices is even more massive than it was at the beginning of the year. There is no doubt: 2013 is undeniably the year of the three screens.The results from Q3 of 2013 demonstrate a tremendous and continual shift from desktop to mobile and tablet devices. Across HeBS Digital’s hotel client portfolio, consisting of thousands of hotel properties, we saw this shift occur in every data category.
The most notable developments in Q3 2013:
- Over 35% of web visitors and nearly 32% of page views were generated from non-desktop devices (mobile and tablet).
- Over 12% of bookings, roomnights and revenue came from tablets and mobile devices (not including voice reservations originating from the mobile websites of our clients).
- Tablets generated 210% more roomnights and 603% more revenue than “pure” mobile devices.
- The iPad outperformed all other tablet devices and was responsible for 88.2% of page views and nearly 97% of tablet revenue.
The most notable developments in Q3 2013 compared to same period in 2012:
- Hotel website visitors to desktop websites declined by 17.11%, while increasing by nearly 85% via mobile.
- Desktop bookings declined by nearly 6% while increasing by over 57% via tablet and more than 86% via mobile.
- Mobile pageviews more than doubled, while desktop pageviews declined by over 16%.
- Revenue from mobile devices nearly doubled as travel consumers are becoming more comfortable transacting via their smartphones and as smartphone penetration reaches an all-time high – nearly 50% in the U.S.
- Revenue from desktop devices is on the decline, year-over-year, by 4.34%.
So what should hoteliers be doing to drive the most conversions from this dynamic shift from desktop to mobile and tablet? They should be treating the desktop, mobile and tablet as three separate channels:
- Desktop Channel: Make sure your desktop website is in good health and complies with best practices in hotel distribution, design, site architecture and SEO.
- Mobile Channel: A hotel mobile website generates incremental revenue through mobile and voice reservations.
- Tablet Channel: Utilizing new content management technology enabled for responsive design on server side (RESS), present tablet users with an enhanced, highly-visual version of the desktop website enabled for the touch-screen tablet environment.
Hotels should serve the right website content in the right device category (desktop, mobile, tablet) while ensuring the maximum user experience, relevancy of information and conversions. This is achieved via RESS (Responsive Design on Server Side). All three channels must be integrated in the hotel’s multi-channel marketing strategy. Use analytics – such as Adobe Omniture SiteCatalyst – to determine contributions from and the dynamics of each of the three channels. For a detailed action plan, please read our article, “The Smart Hotelier’s Guide to 2014 Digital Marketing Budget Planning.” There we outline this game-changing trend, what it means for hoteliers, and discuss concrete steps to improve your presence on the three screens.
Source : 4hoteliers.com/features/article/8050