2017 aba inserting mobile into the customer journey

Inserting  Mobile  Into  the  Customer  Journey  CUSTOMER  EXPERIENCE

No  Brand  Loyalty

14%  of  leisure  travelers  book  with  first  air  brand

10%  first  hotel  brand

Forrester• 66%  of  marketers  reported  

they're  doing  a  good  job  of  personalized  marketing

• 31%  of  consumers  agree

• 40%  of  consumers  unsubscribe  when  too  many  messages

New  Customer  Journey

Gartner  2016

Gartner  2016

Gartner  2016

Where  does  mobile  fit?Overall  mobile  travel  sales  to  hit  $65  billion  this  year

51.8%  of  travelers  who  book  trips  via  digital  will  do  so  using  a  mobile  device.

Where  does  mobile  fit?

Google

Where  does  mobile  fit?

Google

App  downloads  still  growing

But…

95%  of  users  reject  app  after  90  days

80%  of  time  on  Top  5

Bolton,  David.  "The  Average  App  Loses  77%  Of  Its  Users  In  The  First  Three  ..."  N.p.,  n.d. Web.  3  Nov.  2016.

App+  Strategy*  Julie  Ask,  Forrester

Discover

Gartner  2016

Discover

70%of  Millennials  prefer  their  smartphones   for  research

DiscoverMore  than  70  percent  of  mobile  ads  fail  to  create  a  positive  user  experience

2017  ADjustmentsFight  Ad  blocking

Quality  over  quantity

More  Video

Discover

Evaluate

Gartner  2016

Evaluate

53%  of  mobile  website  visitors  will  leave  after  3  secAvg load  time  3G

19  secAvg load  time  4G

14  sec

AMP  to  the  RESCUE

Purchase

Gartner  2016

Purchase

Purchase

Onboard

Gartner  2016

Onboard

20BDaily  SMS,  MMS

30BWhatsapp messages

Onboard

Reservation  confirmation

Check-­‐in  using  phone

Link  to  guest  rewards/loyalty  points

Share

Gartner  2016

ShareFriends  and  FamilyPass  it  along

34k  average  sharesper  day  

The  program  drove  $142k  in  incremental  revenue

The  program  drove  12.5k  new  mobile  memberships 97%  of  Millenials say  they  share  pictures  while  travelling  

Gartner  2016

Demonstrate

Demonstrate

Action  PlanMonday  Morning◦ Designate  someone   to  lead  the  effort  to  launch  your  customer  experience  efforts

Next  90  Days◦ Map  the  customer  journey◦ Create  action  plan  to  create  love  and  loyal  advocates

Next  12  Months◦ Execute  changes,  remeasure,  repeat