As more and more people adopt smartphones it becomes equally important to understand what they are looking for on these devices. Once you know what they are looking for you can cater your mobile site or app towards these behaviours and provide a remarkable user experience.
EMarketer did a study to find out exactly what users are doing in relations to hotels.
The highest percentage was of people looking for directions at 29% but at 23% is people looking at things to do around the hotel.
This means Ritz Carlton is on the right track because they have directions & concierge function built into their hotel app. I would have liked to see them take advantage of the geo-location ability of smartphones. So, when a guest is ready to make his/her way back to the hotel from their day of site seeing instead of going to Google Maps or Apple Maps, they could have just done it through their app.
Actions associated with shopping behaviour also contributed heavily to usage.
Reviews continue to be an important part of the hotel booking journey and 22% of the people are reading them on smartphones. Pricing and Availability check came in at 21%.
Questions to ask,
- How do you deliver reviews to ratings to the prospective buyer?
- Do you have a mobile enabled booking engine?
18% of the people used the phone to make bookings and 10% of the users used it to cancel reservations.
At 17% transport also played a major part. This could be people looking for options to get to the hotel from the airport or vice versa.
When you look at the information above it clearly stands out that people are doing the full spectrum of activities related to hotel bookings on a smartphone.
If you use Google Analytics and want to see the website traffic by mobile phones then go to Mobile then Devices (see below)
You will get report that will look like this. Make sure you click on devices not just overview otherwise you will see the entire web traffic.
This will tell you how much mobile traffic you are getting and what conversion you are seeing. By looking at the data you can optimize the site to provide the information the user is looking for.
As everyone’s expectation of a great user experience on any platform increases a mobile optimized experience is something that every hotel will have to provide. According to Google a mobile friendly experience makes a visitor 67% more likely to buy. If it is an unfriendly experience then 61% of the users end up moving to another site.
So, how are you building your mobile experience?