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Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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Highlighted, however, is that in the travel industry the “growth and uptake has been slow
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and identifying the right opportunities is probably the hardest part of setting a mobile
agenda” but it is emphasised that “it’s unavoidable” and the “key success of any travel
business in the future”. o
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Others argue that “the change has already started” but we need to develop “better advice
for companies who have no experience in this area” in order to “learn where to start and
what to do”.
Some suggest that it is necessary to build “belief in the value of the technology” because
“unfortunately as opposed to traditional marketing methods, this “gadget” marketing
seems a bit scary to the old-school marketers” and what is therefore required is a “clear
understanding of capabilities, opportunities, costs and technology”.
Quite confidently, it was stated that “Mobile is the next great frontier, following the
internet”. Some say “It is the ONLY WAY forward” and that “the shift to mobile is going to
be the most profound paradigm shift of the internet since the www”. Others regard it as
“a long term vision and will need to be investigated and tested significantly”. Others, are
more apprehensive.
This report aims to introduce the challenges and opportunities raised by the travel
industry itself, and help provide useful and relevant information to help assess how
to move things to the next stage. Below is an analysis of the responses in the survey,
including only travel suppliers and intermediaries.
The Survey
The results from the survey have been studied in-depth. Due to the fact that this
particular survey was of an introductory nature and dominated with opinion based
questions, rather than directly related to specific company investments, we have found
that the results generally varied very little between company types and roles within those
companies; the main differences were across geographic lines, somewhat reflective of
differing levels of smartphone penetration, data plans and possibly mobile-savviness of
consumers. One might have expected some specific sectors of the travel industry to be
more Mobile-oriented than others, but it would seem that the industry as a whole shares
similar opinions and experiences, perhaps because relatively few major initiatives have
been carried out to date regardless of travel sector.
The survey was distributed worldwide, with the US, Western Europe (particularly UK) and
Asia making up over 75% of respondents. These markets are therefore looked at in some
detail throughout.
First, let us look at the industry’s prior experience in the mobile arena.
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