Letting travellers feel like their mobile devices are “mobile supercomputers”

Apr 25, 2011

IN-DEPTH: Patrick Andres, VP Asia-Pacific, Sabre Hospitality Solutions on how the usage of mobile phones in the travel sector, especially in the APAC region, is expected to shape up in 2011.

Published: 25 Apr 2011

IN-DEPTH: Patrick Andres, VP Asia-Pacific, Sabre Hospitality Solutions on how the usage of mobile phones in the travel sector, especially in the APAC region, is expected to shape up in 2011.

By Ritesh Gupta

M-commerce is steadily changing the way consumers interact with travel brands.

Travellers are using mobile devices for research and buying travel-related offerings and upgrades while on the go.

Still there is one question, which is being visited quite often: How should a travel company go about its mobile strategy?

A section of the travel industry believes one should focus on driving unique experiences, which will eventually lead to channel preference.

“The key is to continue to understand your true target segment and the channels they are using,” says Patrick Andres, VP Asia-Pacific, Sabre Hospitality Solutions.

“You will not be able to be in every channel, but focus on the top few (be that 2, 3, or 5) where you know you will reach your most valuable to your customers,” Andres told EyeforTravel.com’s Ritesh Gupta in an interview.

Andres also recommends following steps:

  • Engage them in a way that is all about open communication – not sales and not even necessarily promotions. Probably the best way to do this is through interactive topics where you are actively soliciting and using their feedback.
  • Experiment first and quickly. Don’t worry so much about ROI initially. Start by trying to drive communication and loyalty, finding the right channels, and establishing rapport.

Andres, who is scheduled to speak at the forthcoming Travel Distribution Summit Asia 2011, to be held in Singapore (May 18-19, 2011), spoke about the latest trends.

How do you expect the usage of mobile phones in the travel sector to shape up in 2011, especially in this region? Where do you think the sector is headed as far as both planning and booking are concerned?

Patrick Andres:

As lots of people have predicted, content gathering, shopping and booking on mobile devices will soon (within a few years) overtake the PC.

Your message platform, thus, needs to be designed to be device agnostic, so the user can find the content and have a good experience regardless of the platform they are shopping/searching on.

Guests will begin to feel like their mobile devices are mobile supercomputers, capable of everything they have historically done on a PC and more… the “more” part being critical given the portability and geo-location capabilities. Soon they’ll expect :

  • Mobile check in
  • To be able to use their phones to pay
  • To be able to use their phones to unlock their doors

Also, NFC (Near Field Communications) will become standard in mobile devices. Google has already endorsed it and Apple’s iPhone-5 is rumored to have it as well. This will enable secure functions like ones mentioned earlier.

How do you think looking the industry is looking at ways to better support emerging devices such as tablets, Windows 7 along with developing a tiered mobile web experience?

Patrick Andres:

A little more standardisation across platforms, in that mass is building across four major platforms (Android, Apple, RIM, and Windows) will help in developing apps.

Using HTML5 will also help as it replaces the need for plugging like flash, but still allows for a rich user experience/

Smart design and development upfront will create a device agnostic approach.

How do you assess efforts related to an approach that integrates rich content, geo-location, social networks and features like Augmented Reality? How do you assess the current efforts to simplify the overall user experience in the overall planning and booking process?

Patrick Andres:

You are really talking about two different target markets here. On one hand you have the latest and greatest gadget driven crowd that always want to look like they know about what’s new and what’s possible. They’ll be driven by channels and tools that take advantage of Augmented Reality for example. To me this is highly engaging with a certain target segment and if it fits your hotel’s image and matches your target market…dive in. Otherwise, experiment a bit and see what your results are and what feedback you get back.

On the other hand, is the more mainstream use of mobile and where you will get the greatest uptake.

  • Simplifying the experience – understanding what mobile customers search for from a content perspective – and making that interaction as efficient as possible
  • Understanding best practices when it comes to shopping – streamlining the number of rates made available for example
  • For this segment, time and efficiency are critical. A quick shop and search are the goal.

From a marketing standpoint, travel suppliers intend to test and build out more capability related to mobile marketing inclusive of ad serving across networks and within their owned media with a focus on location aware targeting, utilising of QR codes and sms for acquisition and potentially some carrier based solutions. How do you assess such plans for this year?

Patrick Andres:

It should definitely be a part of your marketing budget..

Take some funds you may have otherwise spent offline and start to learn what is effective here.

SMS messaging (opt in) and QR codes in particular are showing more and more relevance and acceptance. They achieve different purposes though, so you’ll want to consider both. SMS is largely about messaging, communicating, statusing (more and more it can be location specific). QR codes are newer and you need to find a hook to engage the guest or potential guest. Creativity is key here.

Overall, in 2011, how should travel companies go about budgeting and planning for mobile website enhancements and mobile marketing initiatives when it comes to their budgets?

Patrick Andres:

Spend. It tough to say how much because every hotel has a different budget and different tolerance for being on the cutting edge (i.e. harder to prove ROI), but there is no doubt that mobile platforms are taking off and taking over. You don’t want to fall too far behind. In Asia many hotels see this as a “cost” not an “investment”. Later on they have to play catch-up to the majors or the companies that get-it. That’s a big mistake.

What do you predict will be the biggest talking points of mobile session at TDS Asia 2011?

Patrick Andres:

  • The iPad and iPad solutions in the market. Hoteliers are still trying to assess what they need to be doing.
  • Location based services. Where does this new paradigm fit into the marketing plan?
  • China and India. This is the future of everyone’s business. It’s mobile, complex and it’s not going to look like Europe or America.

Can you give us a sneak peak/hint of what you will be covering in your presentation at EyeforTravel’s TDS Asia 2011?

Patrick Andres:

  • What do mobile devices offer over traditional channels and touch points?
  • How to integrate Mobile with your existing marketing and customer strategy for a 360º multi-dimensional approach?
  • How can the industry capitalise on the explosion of location based mobile services?

Patrick Andres, VP Asia-Pacific, Sabre Hospitality Solutions is scheduled to speak at the forthcoming Travel Distribution Summit Asia 2011, to be held in Singapore (May 18-19, 2011).

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