Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
r
a
v
e
l
S
u
r
v
e
y
T
Current investment in Asia differs from that globally and in reverse to the US; as can
&
be seen, marketing is more of a focus. The percentage of respondents who reported
advertising on mobile channels is significantly higher than globally, as are opt-in
campaigns, while additional services and mobile applications are lower. o
b
i
l
e
M
These results are reflective of differing attitudes globally towards various uses of mobile
technology. It would seem, for example, that marketing through mobile channels is
considered more acceptable in an Asian context than in a US one, though debate
continues on mobile advertising in all industries.
Many respondents outlined their concerns about mobile advertising throughout the
survey, recognising the fine line between beneficial customer contact and an invasion of
privacy; no company wants to be seen as “spamming” their customers. There is certainly a
concern that the channel itself would be threatened if too many customers felt “spammed”
and the industry are eager to identify ways to make it work effectively.
2.2 What does a Mobile strategy actually mean right now to Travel?
Figure 2.5: What does ‘a mobile strategy’ mean to you right now?
Sales & Marketing 16.0%
Presence 13.8%
Adapting 10.1%
Intentions for the future 10.1%
Communication 10.0%
Another channel 7.8%
Operations 4.7%
Reach 4.0%
Personalisation 3.8%
Customer service 3.8%
Learning 3.4%
ROI 2.6%
Push Marketing 1.8%
Applications 1.5%
Competitive Edge 1.3%
Customisation 0.9%
CRM 0.9%
Watching Others 0.7%
Database 0.7%
Branding 0.6%
Social Media 0.4%
Internal 0.4%
Consumer buy in 0.4%
Added Value 0.3%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Source: EyeforTravel Research 2009
Respondents were invited to outline briefly what a mobile strategy means to them
currently. This question was open-ended and the responses analysed for key themes
to be identified. These themes will be discussed in the order of frequency. It should
be noted that some categories may slightly overlap but general themes can be
identified nonetheless.
48 49
© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80