Two-thirds of the world’s population has a mobile phone and, with this global rise of mobile usage, people have higher expectations from their mobile exchanges with hotels. When guests or prospective guests have a great mobile experience with a hotel, it sets a high service level they expect to get every time. It’s when this level is not met that it can start to impact negatively on your hotel. As a result, it has become critical that hoteliers learn to leverage their mobile marketing to capture those mobile bookings.
Google recently conducted a study into mobile brand experiences. What we would expect came out in this study: Speed & relevance are a must for a positive mobile experience. But what the study also brought to light is that even a neutral mobile experience could morph into an experience with negative outcomes. So in the world of mobile marketing, how could your hotel make every mobile moment count toward booking possibilities?
Four ways Increase Hotel Guests Mobile Experience
Ensure quick load time:
Google’s findings showed that 53% of the time users will abandon a site if they experience a slow, poorly designed mobile site or app. The last thing your hotel wants is for a guest or prospective guest to abandon your site because pages didn’t load quickly enough. Information sought should not take more than 3 seconds to load and searches should be easy to navigate on your site.
Create relevant content:
If the user’s mobile experience was a positive one, nine out of ten would again make purchases from that brand, according to Google’s study. And 60% are less likely to make recommendations or purchases if their interaction was not helpful. Providing high quality content in the moment your guest or prospective guest is searching for helpful information and guidance will give them the power to make their booking decisions. So hotel marketers need to look at how their mobile audience views their website and be on the pulse of your guests needs during their travel journey.
Perception is everything. Who hasn’t experienced annoying pop-ups or ads while conducting a search that block content view. Google found that 46% percent of their study participants would not make a purchase if their mobile search was interrupted. Hotel mobile marketers need to keep this in consideration or run the risk of a negative perception of your hotel.
Keep omni-channel consistency:
Most hotels today use more than one platform to connect with guests. Whether it’s your hotel website, Facebook, Twitter or Instagram, your guests want a seamless experience so it’s important that their mobile experience is consistent across all channels that they are engaging with your hotel.
Giving your guests control over every step of their travel journey is the best way your hotel can strengthen your relationship with them. Providing them with the right tools and information for a smooth interaction makes for the best mobile experience with your hotel that could create booking opportunities.