Memorial Day weekend is just around the corner, and signifies the beginning of the 2012 summer travel season for
many Americans. This year, many travelers are using their mobile phones to research,
book, and review their summer vacations. Business owners in the hospitality
industry can win big this travel season by using mobile marketing to offer
special deals and reservation options.
Many big brands in travel have already adopted mobile marketing as part
of their overall marketing strategy to reach travelers in new ways. Courtyard
Hotels by Marriott have added QR codes to their lobbies that allow guests to
scan a virtual concierge to find points of interest, restaurant reviews and
reservations, and even weather and traffic information around the hotel
location. This increases the level of interaction and convenience for many of
Courtyard’s guests, adding to the overall guest experience.
Other travel and hospitality businesses can
use mobile engagement to increase new visitors and visitor loyalty.
Airlines such as American Airlines have embraced mobile to offer a new channel to their customers during the most competitive time of the year for new flight bookings. These airlines use SMS messaging to alert travelers of changes in flight times,
available upgrades, or now boarding alerts. In addition, they can use SMS
marketing, mobile websites, or mobile applications to offer exclusive pricing
offers to its mobile user base. By doing this, they determine exact ROI through
unique coupon codes through SMS messaging, number of redemptions on mobile websites and
applications through advanced reporting technology.
Hotels can also benefit from mobile marketing by providing
guests on-the-go booking options through mobile marketing. Travelocity recently
reported that 60-70% of their mobile bookings are for same-day stays. This
channel is a great way to increase hotels’ occupancy rates and deliver a
convenient option for travelers. In addition, hotels can use SMS marketing, QR
codes to unlock deals and area information, and mobile websites and
applications for booking, reviews, and special offers.
The summer 2012 travel season is the busiest time of the
year for most travel and hospitality businesses. Adding mobile marketing to an
existing marketing strategy can add convenience for customers and higher
bookings for businesses all-year round.
It is easy to get caught up in thinking about trends in mobile marketing over the next year or two. With shifting technology and user patterns, making accurate predictions of even the near future is more of a guessing game than a practical exercise. However, there is value in trying to predict where the technology will end up and how people and companies will be using it in a mobile marketing context.
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