"Mobile mania is upon us, and as each year passes, consumers are becoming more and more reliant on mobile technology, only not just for the purpose of making calls anymore.
A recently published New York Times travel article, "Apps for the iPhone: A Traveler's Companion, Pocket Size" summed up the growing dependence on these digital companions, likening them to an extra appendage that we can no longer live without.
Microsoft announced that Verizon Wireless subscribers will have an easier and more effective means by which to find hotels and points of interest through the mobile web. This includes, of course, finding, booking, rescheduling, and even checking out of rooms at Hyatt hotels. As you can imagine, the partnership also brings to life a number of other bells and whistles well suited for the mobile hospitality industry.
MGM Grand Hotel & Casino revealed its mobile strategy to attendees of the Mobile Marketing Association's Mobile Marketing Forum. The hotel chain plans to continue to use the mobile channel as a means of data acquisition and to use information collected to expand upon its existing on-property SMS offers. An MGM executive revealed some of the company's plans and even gave the audience tips in terms of using the mobile channel.
"All the hotels in Las Vegas have some level of mobile marketing programs in place," said Michael Perhaes, assistant vice president of marketing at MGM, Las Vegas. "Ours is the most robust because we have truly embraced mobile.
"We have recognized the channel's utility," he said.
MGM announced during the conference that it will be introducing Mobile Concierge in coming months for large groups of travelers. Additionally, MGM plans to develop a mobile user segmentation action plan so that it can better target offers to consumers. MGM's Mr. Perhaes said that the company plans to solidify and implement success metrics as well.
So why is MGM so bullish on mobile?
The mobile channel has helped MGM speak to travelers in its hotels and when they are on the road.
MGM has been running mobile promotions targeting the 25-34 age demographic, as they are 65 percent likely to SMS.
The company has integrated SMS calls to action within its more traditional marketing initiatives: Broadcast, billboards, the sides of trucks, print and email.
Over 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.
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.