Tag: travel industry

Geolocation technology has been changing the hotel experience

These travel accommodations have also been using augmented reality to an increasing degree.

The hospitality industry has been among those that have been the most willing to embrace the use of smartphones by consumers and have been implementing geolocation technology through beacons, as well as augmented reality features, more than many other consumer facing industries.

In fact, hotels that haven’t implemented a mobile friendly strategy are already starting to fall behind.

While making it possible to book online over mobile devices has nearly become an industry standard, there are two other forms of mobile tech that are being adopted by hotels even before they are being seen in the majority of other places: geolocation technology and augmented reality. These are both emerging forms of tech that are barely seen in most other industries but hoteliers are starting to use them to help them to keep ahead of the competition – or at least stop them from falling behind.

Geolocation technology through beacons are becoming especially popular with some hotel brands.

Geolocation Technology - Hotel RoomThese use low energy Bluetooth connections to provide added hyper local, relevant services to guests with smartphones and tablets. The beacons can be placed on physical objects or they can be fenced into entire physical locations in order to push the right information to mobile devices at the most appropriate times.

On the other hand, augmented reality can help to enhance services and features for hotel guests, making certain processes more appealing. The use of this type of tech is becoming increasingly important as Millennials become the largest consumer segment with disposable income. It is estimated that by the year 2020, they will be spending an annual $4.1 trillion.

Furthermore, among Millennials, about 52 percent are well above average when it comes to technology adoption. This means that when appealing to that particular demographic, it can be invaluable to reach them through the mobile devices that they use for many of their everyday tasks. This is the adult demographic most likely to look to smartphones and tablets in order to complete a broad spectrum of tasks, meaning that hotels can add draw by interacting with those consumers over channels such as those that are geolocation technology based.

Travelers feel that mobile ads may lack relevancy

These consumers are also concerned about spam when it comes to the smartphone based marketing they receive.

Research conducted by On Device on behalf of MobPartner has now revealed some interesting insight with regards to the way that mobile ads are being used to reach travelers and what those consumers feel about this advertising.

The study was conducted earlier this year with the participation of 1,000 device using travelers.

The research looked into the way that travelers engaged in the planning and research of their trips on their laptops, smartphones, and tablets, particularly when it came to the receipt of online and mobile ads. What they determined was that nearly two out of every five respondents to the survey stated that they were reluctant to click on mobile marketing advertisements as they have concern that it could potentially be spam.

Among the respondents, 33 percent felt that the mobile ads that they received were not relevant to them.

Mobile Marketing - TravelersIn fact, the vast majority of the respondents to this research were not among those that felt that mobile marketing was effective. Only 17 percent claimed that they felt that the mobile advertising that they received was effective. Another 52 percent were uncertain as to whether or not they felt that it was effective.

Among the most important factors in the creation of mobile advertising as a channel that travelers will take seriously is in the familiarity and comfort components with the brands themselves. The study determined that one in three smartphone users would be willing to click on a digital ad if they believe that it was created by a brand that they trust. Moreover one in four of those respondents said that they had then made a purchase from that brand after having clicked their ad.

When it came to mobile ads that used video instead of just static display content, the advertisements that were viewed over smartphones and tablets the most frequently were those that included video (33 percnet0. However, when travel brands featured apps or mobile games, they generated a recall value of 32 percent. Regardless, the largest common opinion that seems to continue in the minds of travelers with respect to mobile marketing as a whole appeared to be doubt.