A look into the mobile trends in 2015 for destination marketing. What to expect and what to look out for.
Presented at the digital tourism think tank in Barcelona in dec 2014.
This presentation focusses on mobile technology, but looks at other important technological trends too, such as new social media networks.
The target audience is dmo and tourism marketeers.
5. But like this…
In sub saharan, Uganda, Botswana,
Ghana researchers noticed in 2012
that people were transferring air time
(phone credit) as proxy for money
They looked into it, and in 2004 first
airtime swapping was authorised in
Mozambique
2007 it was launched as a full service
to transfer small amounts of money,
between private people: M Pesa
6. 1. Planning
Today it has changed the payment landscape in 9 countries. And has 19m active users
This hyper innovative branchless banking service, was amazingly by department by Intl.
Development of U.Today it is run byVodaphone, SafariCom
7. In 2015 mobile payment
finally arrive in the west!
Apple Pay: Pay in physical stores and in
apps with one touch
‣ Tiny fees
‣ Strong partners
‣ Privacy
‣ Secure
9. 1. Planning
Big year for
‘there’s an app for that’
Police, sending letter, track
my fitness, for all my reading,
signing documents, for
buying petrol, CPR first aid,
school homework, grocery
shopping, decide clothes to
wear
10. 86% mobile time
spent in apps!
Total 2.42h/day
Average traveler: 3 apps, use
two. Frequent traveller +1
12. More time: 26 minutes more than Android’s
(Total time 2h 42min pp/day)
More Data: iPhone downloads 1.1 GB p/m vs
Android’s 0.9 GB (US)
More money
‣ Spend 4x more on apps
‣ iPhone 57% of mobile commerce transactions vs
Android's 43% (US)
Android more users
But iPhone users still more valuable
15. Rise of the
silent traveler
A lot of visitors will buy more/ be happier if they can
be serviced 100% online
16. * One2Few, instead of One2Many
* Short message lifetime
* 1b MAU: Snapchat, WhatsApp, WeChat, Line
Tough for marketeers:
Less broadcasting,
more private sharing
17. Demand for
loyalty products
Hilton rolled out
‘Choose Your Room’ feature
in HiltonHonors app. Also has
mobile check-in / out.
All airlines now have, or are
working on a loyalty app.
18. Key driver for tourism:
Visual networks
Photo networks rapid growth
1.8B photos uploaded
& shared per day
21. Moleskine: cult notebooks used by Picasso and Hemingway
(but actually invented in 1997)
Tell a story that
lets people join an exclusive crowd...
22. People want what we cannot have. So wrap
content in a veil of “secret” or “insider”
23.
24. The “local” concept to make people feel
like a traveler, not a tourist
Airbnb’s “Belong Anywhere” story
25. And it’s not even branding. In ’71 they rejected GNP as core metric
Also has limited tourism arrival intake. And scarcity creates demand!
Bhutan’s “Gross Happiness Index”
Best tourism branding. Ever.