Tuesday, 4 November 2014

Why Mobile needs data

Our research shows that Mobile spend by the travel sector is up again. Interestingly it seems that the travel industry understands how critical data analytics and mobile are to send contextual messages that sell more, reduce costs and serve their customers better.
  • According to EyeforTravel’s latest research 68.8% of travel executives said they would spend more on mobile in 2014 
  • 80% OTA (online travel agent) and metasearch executives who believe mobile is business critical and will be investing more in the next three months
Revenues from the distribution of non-core travel products have been behind the success of top travel companies for decades. As the number of travel consumer’s that book and communicate via mobile sky rockets the ability to display these products has shrunk due to need to simplify the research and booking process.  Today Travel companies are experimenting with the analysis of social, transactional and location data to show more targeted products on the small screen. Significantly this has enabled the different parties that make up a travel experience to sell more products and provide more services throughout the traveller’s journey.

I believe the days of the billboard travel website are over. If you want to sell to and service your consumers you need to apply data to your mobile strategy in order to provide a contextualized mobile experience.

Pre booking, pre trip, on trip and post trip, all the companies that make the trip possible now have the ability to serve the consumer for longer. A new battle for the customers trust has begun and the correct use of data and mobile is mission critical.

As an indication how critical this goal is 16 senior C level executives from the world’s biggest airlines, airports, hotels, rail providers, tour operators and intermediaries are meeting the Monday before ITB at the Mobile World Congress in Barcelona to debate, collaborate and discover the new opportunities that data analysis and mobile can provide.

To find out more about EyeforTravel@Mobile World Congress 2015, visit http://events.eyefortravel.com/mobile-world-congress/

Monday, 27 October 2014

Does your travel company have what it takes to succeed in mobile?

Mobile technology is no longer a nice to have – it’s a must.  But research shows travel brands shouldn’t expect praise from their customers for it.  Increasingly travel consumers expect brands to offer an up-to-the-minute seamless mobile experience.   The reward?   Chances are that tech savvy brands will win customers and avoid losing market share to other savvier travel brands.

As many travel brands will attest, getting the right mobile strategy in place is not easy.   It requires a considerable investment of time, money and resources as well as a willingness to experiment and make continual improvements.  Indeed, the job of a mobile executive is never done.

EyeforTravel’s Mobile Innovation in Travel Awards seek to recognize the travel brands who are making significant progress in mobile – trailblazing the way for others to follow.

Taking place in San Francisco, March 23rd as part of EyeforTravel’s Mobile & Innovation in Travel conference, the awards will feature 4 categories –

·         Best Mobile Travel User Experience
·         Best Mobile Travel App
·         Best Mobile Travel Strategy
·         Best Mobile Travel Solution
Past winners and finalists of the awards include KLM, TripAdvisor, Marriott,  Best Western, Carlson Wagonlit Travel, Worldmate, Checkmate, BookAssist, Hotels.com and more!
To find out more about how to enter your brand visit - http://events.eyefortravel.com/mobile/awards.php
For all awards enquires contact:-
Gina Baillie
London, UK: +44 (0)207 375 7197
US Toll Free: 1 800 814 3459 ext. 7197

Wednesday, 17 September 2014

EyeforTravel Berlin giveaway: How you can win one free pass (and more)

Taking place in Berlin, EyeforTravel's annual online marketing, mobile and social media conference is only 2 weeks away and we couldn't be more excited.

This year, EyeforTravel Berlin features more CMOs and senior level speakers than ever before with speakers from Ryanair, Thomas Cook, Low Cost Holiday Group, Accor, Malaysia Airlines, Disney, Carlson Wagonlit Travel, Kempinski and more.

Want to know more about the free entry to the event? 

We're pleased to offer you a chance to win one free* gold pass to EyeforTravel's Online Marketing, Mobile & Social Media conference.

Fill out the form below, including the question and you stand to win an all access conference gold pass if you're lucky. We also have runner-up prizes that give you access to the recorded sessions from the conference .

Deadline for entries is 12pm BST on Tuesday 23rd September.

Good Luck!

*Access to the conference is free of cost. Please note that you will have to arrange your own travel and accommodation.

Wednesday, 16 April 2014

Missed EfT's Social Media & Mobile in Travel conference? Catch up on the highlights here

Winners of Mobile Innovation in Travel Awards announced

Earlier this week, in San Francisco, 9 finalists battled it out in the final of EyeforTravel’s 3rd annual Mobile Innovation in Travel 2014 Awards.

Tensions rose as each finalist presented a 5 minute pitch to the panel of expert judges and to the audience of EyeforTravel’s Social Media & Mobile Strategies for Travel conference.

Following a period of deliberation by the judges the winners were announced as 

•    Best Mobile Travel App
•    Best Mobile Travel User Experience
•    Best Mobile Travel Strategy
•    Best Mobile Travel Solution
With thanks to the judges -
·         John T. Peters, President, Travel Media Group, USA Today
·         Gina Baillie, GM, EyeforTravel Ltd.
·         Glenn M. Gruber, Sr. Mobility Strategist, Propelics, Inc.

·         Michael Becker, Managing Partner & CEO North America

·         Dr. Natasa Christodoulidou, Director of Hospitality Technology Research Institute, California         State University

The Mobile Innovation in Travel awards will be returning in 2015, in March in San Francisco.  Contact gina@eyefortravel.com for details.

We will also be holding a European edition of the awards  in Berlin, October 1-2.  Contact Julia@eyefortravel.com for details.

Congratulations to the winners!

Monday, 10 March 2014

What do Apple, Twitter, Facebook and Google plan for the travel industry?

Back in 2010, travel industry commentators went into overdrive as it was announced that Apple had patented ‘iTravel’.  
According to the Patently Apple blog, iTravel is designed to facilitate ticketless travel as well as check-in services with a plan to employ near field communication (NFC) for identification and ticketing by transportation providers for iPhone.  Was this going to be Apple’s first foray into the travel space?

The industry got pretty excited, after all a mega brand like Apple could carry serious weight in the travel space and have a profound influence on the travel lifecycle. 

Since this date though, aside from the launch of Passbook in 2012, they have remained fairly quiet on the travel front. 

Last year however, Apple launched their own NFC technology, iBeacon.  In November they updated their patent for iWallet.  Combining all these technologies would result in a pretty useful offering to travelers on the go.

This year, I couldn’t help but notice that for the first time employees from Apple will be attending EyeforTravel’s upcoming Social Media & Mobile Strategies for Travel conference in San Francisco next week.   I’m going to be sure to ask them what insights they might be able to provide into what lies in store.

Industry giants Twitter, Facebook and Google will also be at the event.  Each of whom have the ability to be a disruptive force in the travel industry, particularly with their access to enormous datasets and daily interactions with consumers. 

What do they all plan?  Stay tuned on this blog next week to find out what’s discussed!   You can also follow the event discussions using the twitter hashtag #smtravel14 or to be at the event in person contact me – gina@eyefortravel.com

Thursday, 20 February 2014

Facebook Buys WhatsApp – “Mobile [..] Will Be Even More Important For the Travel Vertical”

Back in December 2012, in an interview with EyeforTravel, Facebook said they had not missed the mobile boat – they were building it.

Their purchase of the mobile messaging platform WhatsApp for an astounding $19billion this week is testament to this (albeit building through acquisition).  With a mobile user base of 450 million, WhatsApp is popular among the young as well as in key emerging markets, giving Facebook an injection of new mobile users.

Nineteen billion messages and 600 million photos are sent daily via WhatsApp.   Facebook’s mobile stats were already pretty impressive with 751 million mobile users accessing Facebook every month. 

 “We see mobile as a very important channel and one that will be even more important for the travel vertical,” says Lee McCabe, Head of Travel Industry, Facebook.

Mobile now generates 30% of its ad revenue up from 23% at the end of 2012.  It can certainly be said that Mobile is a game changer for Facebook and a boat worth building. 

Lisa Friedrich, Travel Industry, Facebook will be speaking about how travel brands can leverage the power of influence and the change in your travel consumer’s behavior due to mobile, at EyeforTravel’s Social Media & Mobile in Travel conference in San Francisco next month.

““Mobile is having a profound impact on travel consumer behavior  - as is accessibility to social data.  Together they offer real consumer engagement and revenue driving opportunities to travel brands.”  

“By bringing together some of the best minds in social media and mobile, the 2 day conference continues to shape innovation and be at the cutting edge of social media and mobile in travel” says Tim Gunstone, MD, EyeforTravel.  

Back in 2008 when the conference was first launched, Facebook and MySpace ruled the roost.  Twitter had barely surfaced.  Facebook had 100 million users versus the 1.19 billion it has today. 

7 years on, in 2014, Facebook still rules the roost (in terms of user numbers) but interestingly Google+ has moved to the 2nd position.   With speakers from Google+, Facebook, Twitter as well as the Co-Founder of Flickr, the conference will be exploring what these key changes mean to your brand and importantly where you should be investing your valuable time and resources.