May 4, 2012
The Travelocity: How the Leading Travel Retailers 360-Degree Mobile Strategy Anticipates Evolving Consumer Behavior gave attendees an overview of how the online company is tackling mobile. The executive also showed attendees the companys first mobile marketing campaign, which recently launched.
We are trying to think mobile-first, said Jason Fulmines, director of mobile at Travelocity Global, Southlake, TX.
The tides are rushing with mobile, he said.
Primarily mobile travel users are looking for maps, directions, flights and hotels, per the exec.
However, the company has found that the majority of mobile users are still browsing, which includes both business and leisure travelers.
Mr. Fulmines said that although apps are primarily for loyalty, the mobile Web is the primary vessel for online sales.
The high number of mobile bookings for same-day bookings shows that consumers are booking hotel stays via their mobile devices for two reasons either because of a last-minute travel change or because they are traveling and need to find a place to stay on the spot.
Compared to mobile, same-day bookings from desktop makes up less than ten percent of bookings for Travelocity, showing how consumers rely on their mobile devices to find a last-minute stay.
Jason Fulmines at Mobile Commerce Daily’s Mcommerce Summit
Travelocity claims that its apps have been downloaded more than five million times.
Consumers are searching for more than just price when booking a hotel. Instead, users are searching based on amenities, photos and reviews.
Travelocity claims to be the online travel agency to combine flights, hotels and car bookings into one app.
Giving users an incentive for booking via mobile can be a great way for a company to boost its sales because it gives shoppers prices that they cannot find elsewhere.
According to research, 87 percent of iPhone 4S consumers use Siri at least once a month. Therefore,Travelocity updated its Android app to include voice-based search.
Since rolling out the feature, Travelocity has seen certain trends, such as users only saying a city to find what they were looking for quickly.
Using a TV ad can be an effective way for brands to drive app downloads. Additionally, the TV ad is proof that mobile intersects with all other marketing channels.
The TV spot includes a three-second plug for the app. Although it is a small amount of time, getting the three-second mention was an accomplishment for the company.
We did see a little increase in app downloads, but not as much as when we were featured in Apples App Store, Mr. Fulmines said.
Jason Fulmines is director of mobile at Travelocity Global, Southlake, TX