Dispelling the myths about hotel mobile apps

August 15, 2012

Dispelling the myths
about hotel mobile apps

PRESENTED BY:
Brian Fitzgerald, Mobile Media Applications

Ask questions on twitter @mobilemediaapps

DISPELLING MOBILE APP MYTHS | AUGUST 2012

Webinar Objectives

1. Clear up many of the misconceptions that exist about
mobile apps for hotels.

2. Give you the necessary information to accurately craft
your mobile marketing strategy.

3. Share some information about Mobile Media
Applications and Ustay.


ABOUT US |


Who We Are
Mobile Media Applications, LLC

Mobile app development company, founded in 2010

Specializing in the hospitality industry

Sister company of O’Rourke Hospitality Marketing

Easy to use software that’s affordable
and measurable

Staff of experts


Ustay
The leading app for hotels

Software platform that creates
iPhone and Android apps for hotels.

Allows hotels to add, edit, and
publish their content.

Built for both individual hotels
and groups of hotels.


Ustay
The leading app for hotels

FEATURES
Branded Design & Custom Navigation
Mobile Bookings
Local Scene
Push Notifications
QR Scanner
Property Information
Special & Last Minute Deals
At Your Service
Get Social
Multilingual


THE MYTHS


The Myths

1. You need a separate app for each mobile platform

2. Apps are expensive

3. Customers don’t want and don’t use apps

4. If you have a mobile website, you don’t need an app

5. Marketing an app is expensive


MYTH #1
YOU NEED A SEPARATE APP FOR EACH MOBILE
PLATFORM


Mobile Operating System Market Share

Microso

Research In Mo on (Blackberry)

1st Qtr 2011 Market Share (%)
Symbian
1st Qtr 2012 Market Share (%)

iOS

Android

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%


Combined Android and iPhone represent 79% of the market


Technology Improvements

There are now technologies that
allow developers to build an app
once and it is created for both
iPhone and Android.


Takeaways

You don’t need to build separate
applications for the various mobile
platforms

Build once and solve for Apple and
Android, addressing 79% of the market

Don’t worry about Blackberry and
other mobile platforms


MYTH #2
APPS ARE EXPENSIVE


Apps can be expensive… but don’t have to be.

An app solution An app solution
will be expensive… can be affordable…

If you don’t understand the landscape If you find a partner that has
experience building mobile apps
If you try to build an app on your own

If you find a provider that has
If you’re working with a partner who
already invested in building an
doesn’t know what they are doing
application software


Mobile app software vs. custom mobile app vs. mobile website


Takeaways

Apps don’t have to be expensive

Building a custom mobile
application from scratch is not an
option for most hotels

Mobile websites and mobile apps
are very comparable in cost

For roughly the equivalent of 1
incremental room night per month
you can have a mobile app


MYTH #3
CUSTOMERS DON’T WANT AND DON’T USE APPS


Our guests are going mobile

Hospitality is the #2 industry
for mobile engagement.

64% of app users say they
view brands with mobile apps
more favorably.

66% of Americans ages 24-
35 own a smartphone.

By 2014, mobile Internet
should take over desktop
internet usage.


The app marketplace is growing

The average number of apps on
smartphones for 2011 was 32,
compared to 41 (so far) for 2012.

5% of apps in the app store are
travel apps.


The large hotel brands are adopting mobile

MOBILE ADOPTION RATES ACROSS ALL PLATFORMS
% of Brand on the following Mobile Platform (2011 vs. 2012)

Source: L2 Thinktank


Case Study – WorldMark SP

Achieved tremendous download growth through website messaging & email marketing

3000

2500

2000
Downloads

1500
Apple Downloads

Android Downloads

1000

500

0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18

Week


Takeaways

Consumers want and like apps

Apps are becoming prevalent
across many channels and
mediums

Don’t use the excuse of,
“my customers don’t want apps”


MYTH #4
IF YOU HAVE A MOBILE WEBSITE YOU DON’T NEED AN APP


Mobile Apps vs. Mobile Web

Consumers are spending a great deal of time on BOTH mobile websites and mobile apps

Time spent with mobile apps vs. mobile websites (billions of minutes)
120

100

80
Billions of minutes

60
Apps Minutes

Website Minutes

40

20

0
Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12
Month

Source: http://www.emarketer.com/Article.aspx?R=1009155&ecid=a6506033675d47f881651943c21c5ed4


QUESTION
IN YOUR COMPETITIVE MARKET, HOW CAN YOU CONTINUE TO
DIFFERENTIATE AND ADD VALUE TO THE CUSTOMER?


By using apps to enhance the guest’s journey at all stages

PRE STAY
PRE TAY STAY POST STAY


Apps can do things better than mobile websites

Provide local information, itineraries and planning tools


Apps can do things mobile websites can’t

Integrate with PMS systems for check-in & checkout



Integrate with PMS systems for requesting services and receiving messages



Integrate with PMS systems for ordering room service



A mobile app, working with a
technology like Openways, can
allow guest to bypass the front desk,
check in on their phone and open
their guestroom


Guests want these types of features

Hotel services that US business traveler would use if made available on mobile
devices

Checking in & out

Special offers and discounts

Guest services
Percentage of respondents

Business services

None

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Source: http://www.emarketer.com/Article.aspx?id=1009207&R=1009207



Push notifications

Craft your message in our
content management system


MYTH #5
MARKETING AN APP IS EXPENSIVE


MARKET YOUR APP
Staff Identification


MARKET YOUR APP
Website Messaging


MARKET YOUR APP
Social Media


MARKET YOUR APP
Email Marketing

Email Campaigns

Email Signatures

Confirmation Emails

Thank You Emails


MARKET YOUR APP
Press Releases

Submit to news outlets

Repurpose on your blog

Submit using paid circulation


MARKET YOUR APP
In-room messaging

Screen about app
on IPTV station

HSIA login Screen
Table tents
near charging
station in room


MARKET YOUR APP
Food and Beverage Outlets

Table tents
& Menus

Coasters on bar


MARKET YOUR APP
Folio Print Out


Marketing – Case Study

Use of QR Codes

Magazine Ads


RECAP
Takeaways


Summary

1. You do not need a separate app for each mobile platform

2. Apps do not have to be expensive

3. Customers want apps and are increasingly relying on apps

4. Mobile websites and mobile apps provided very separate and distinct purposes

5. Marketing does not have to be expensive


NEXT STEPS
How we can help

If you don’t have an app
and want to learn more about
our mobile solutions contact
us today.


THANK YOU
For more information, please contact:

MOBILE MEDIA APPLICATIONS
phone 866.395.8878
Email info@mobilemediaapplications.com


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