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Giving Shape to Your Mobile Strategy

Posted by TeamITI on April 24, 2009

mobile2Over the last 12 months, some interesting and varied opinions have emerged about the way mobile phones should be perceived as a tool in the hotel industry, giving shape to your mobile strategy.

Should it be related with being more about a service tool or offering `manage my booking’ and check-in functions plus accessing travel information such as hotel maps and directions?

For a section of the industry, the mobile phone is functional. That is why marketers are treading carefully on how they use the phone for guest/customer contact. They are very much focused on how to gain the loyalty and advocacy of their guests.

“If we can provide a service that makes their travel and stay experience easier and more convenient, those initiatives further differentiate our brand. We should not underestimate that delivering services to the guest via their mobile device becomes an important touch point and in essence more strongly engages the customer with the brand, and done right, becomes the new form of immediate two-way communication,” Linda Anderson, VP – marketing, Red Lion Hotels Corporation said during EyeforTravel’s Online Marketing in Travel  conference held in Chicago last year. Such initiatives are permission-based.

According to Faisal Galaria, MD – International, Kayak.com, the mobile experience should be different to the sedentary PC experience.

“In particular, mobile has the benefit of being able to offer location-based services as well as being a personal device that’s with you all the time. That offers some intriguing possibilities,” says Galaria.

Read more here.

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