Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction
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Mobile is considered a new concept and “[t]ravel companies need to develop touch-
points that have been specifically designed for mobile and mobile networks/handset
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suppliers need to work together to produce handsets that are both affordable, and
reliable”. It is argued that “big brands in travel were somewhat slow in the adoption of the o
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internet, there’s a risk of mobile being treated similarly” and it is therefore argued that
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“for mobile to be adopted as a mainstream mechanic I’d suggest it needs ambitious and
open minded marketing strategists to push the boundaries a little, and use the mobile
in *simple* ways to interact with customers on their own terms, i.e. whenever they want
- and for that, the mobile is perfect.”
Some people do not seem so daunted by Mobile as others and it was stated that “‘Mobile’
needs to disappear as a concept and the interface just becomes the interface. It shouldn’t
matter if you’re sitting down or moving about”. It is a recurring theme that with a “better
understanding of mobile capabilities and marketing ideas”, a “better understanding of
the possibilities that mobile technologies are giving and how easy or difficult it is for
those technologies to be used by a travel company” could mean very interesting shifts in
the use of Mobile technology over the next 12 months.
2.10 How may Mobile work to the advantage of Travel companies?
Figure 2.35: How I see mobile working to the advantage of travel companies…
Connection 32.3%
Customer service 7.8%
Personalisation 7.6%
Sales & Marketing 7.4%
Sales 6.8%
Efficiency 6.7%
Operations 5.9%
CRM 5.9%
New channel 5.3%
Information 4.9%
Push Marketing 3.8%
Customisation 1.5%
Added Value 1.3%
Competitive Edge 1.1%
Applications 0.8%
Don’t Know 0.8%
0% 5% 10% 15% 20% 25% 30% 35%
Source: EyeforTravel Research 2009
By far the most common theme within the open-end question (32%): “How I see “mobile”
working to the advantage of travel companies…” stands out as ‘connection’. This includes
the concept of ‘footloose’ connection discussed earlier in the report. The ability to be in
real time connection with consumers at any time or any place and provide convenient
access to relevant information and booking facilities is part of this category. To be able
to reach new consumers in different markets that fixed line PCs may have not opened
up and identify additional points of contact or touch points which may lead to sales and
incremental revenue. And the ability to be connected and send relevant, direct, fast
and bulk communication to consumers is considered highly advantageous.
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© EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved.
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