Nowadays, consumers expect a great deal from travel and hospitality companies, particularly when it comes to ease of access and information in utilizing their mobile devices. Travelers are using their mobiles for all of their needs: booking flights and accommodations, researching events and local hotspots, as well as restaurant reservations, of course. Mobile engagement is at an all-time high for these travelers, with an estimated three out of four people using devices while on a trip – that’s more than four times as many people using their mobiles to enhance their travel experience since 2009.
Corporations in the travel and tourism business have been at the forefront of keeping travelers connected via their mobile devices. The level of engagement is unparalleled. The mobile platforms in place can empower customers to find local, real-time information, and they allow these corporations to make recommendations for customers according to their preferences. Customers, in turn, can read reviews, compare prices and amenities, and score loyalty points. Best of all, customers may send and receive immediate feedback from their purchases and their experiences, increasing customer spend and attracting repeat business. And the best companies in this business are now rising to the top, managing to give the customer that “ideal experience” throughout their travels.
Creating a Mobile Marketing Strategy: Incentive, Experience, and Rewards
Devising a mobile marketing strategy requires an adherence of three specific best practices. First, a business must focus on incentives: travel deals, discounted fares and hotel stays, even parking coupons. Promotion codes are an excellent way to track advertising, offering free upgrades or deals on dining out. Second, businesses must enhance customers’ experience throughout their travels. In the age of Yelp, several bad reviews can spell disaster for a business. Cater to guests needs: update them on local events and when rooms are prepared, keep them apprised of new offers, and be sure to warn them of any potential trouble (i.e., bad weather, directions to locations, etc.). Finally, customers expect rewards for their loyalty. Give them points and coupons with detailed information about their membership: list their mileage balances, what they’ve purchased, their reservations and confirmation codes, as well. For repeat business, offer them discount codes and find out how their trip went by asking for their feedback.
Every aspect of a mobile device goes into this mobile marketing strategy. Marketers should incorporate all kinds of communications, from SMS, push, and email, to a good old-fashioned phone call. By carefully designing a targeted strategy according to your customer’s individual preferences, marketers can thereby properly execute the right level of customer engagement. The benefit to the consumer is right up-to-the-moment information and access, while travel and hospitality corporations may track customers and market to them directly in order to maximize their reservations and revenue. All in all, the key to a good mobile marketing strategy in the hospitality and travel industries is to increase and enhance customer engagement. The best in the business practice this and – with a little ingenuity and the right direction – your travel or hospitality business could also benefit from the latest in mobile technology.