forTravel Research Case Study
l
u
t
i
o
n
s
Eye
JAL Hotels:
S
o
&
Driving mobile travel ini�a�ves
l
o
g
y
What makes mobile travel distribu�on a viable strategy?
Recommenda�ons/ T
e
c
h
n
o
The next step for JAL Hotels is to a�ract consumers to their mobile portal.
Golden rules
One way is to use Japan Airlines as a distribu�on partner. The other way is
to communicate directly to consumers to let them know about the ease of
• It is true that while mobile is
use of the mobile portal as opposed to the PC. In terms of that JAL Hotels
very ac�vely used for com-
plan to communicate with their customers through the mobile channel
munica�ons, m-commerce
periodically using their CRM pla�orm to run a number of campaigns to
(actual purchase) is also not
make an impact. It is already quite popular to use the mobile as a market-
insignificant and JAL Hotels
ing pla�orm.
believe it will grow as e-com-
In the future, we will be able to use the contactless technology as a door
merce has done
key and also to enable customers to check in and perhaps even pay. We
have not already implemented those things but you can if you have the will • Local search is well suited to
and the resource. It is very true that mobile is well-used in Japan but it is mobile
essen�ally a closed device. In reality when you are talking about older de-
• Social networks and
mographics, they are s�ll more comfortable using the PC for full spectrum
entertainment/gaming is
services rather than the mobile.
very advanced on mobile
The priority for mobile and also our lack of knowledge makes us
par�cularly in Japan
hesitate somewhat to engage fully with mobile. Mobile is driven by de-
mographics. Much of Japans reputa�on for mobile advancement is
deserved but it is demographically defined. In saying this there are
substan�al numbers of people willing to book through mobile. Even in
Japan, mobile marke�ng is s�ll nascent. Who are the people that are
using the mobile booking channel?
How are JAL Hotels using mobile marke�ng ini�a�ves?
JAL Hotels ini�al objec�ve was to determine if what per acquisi�on vs. undertaking a less costly but loosely
was done in terms of marke�ng on PC can also be ef- targeted campaign via email.
fec�ve in the mobile world. Currently JAL Hotels has
In addi�on, JAL Hotels partnered with a number of
tried using major social networking/service portal sites
travel magazines where those consumers who agreed
in Japan.
to receive monthly ads/emails from those magazines
Effec�vely they placed banner ads and emailed their were directed to the JAL Hotels portal. This returned
segmented target group of poten�al customers, quite good results.
“We knew there would be a lot of younger people Another effec�ve strategy was to use QR codes. They
through the sites so we did our best to target are easy to use as they are very easy to place every-
effec�vely.” where. At the moment JAL Hotels are just using QR
- Rurie Yamada, Assistant VP, JAL Hotels
codes on a number of things and broadening their vis-
ibility and hoping that their customers will take up the
They used banners on popular third party mobile por-
offering. This is easy to do in Japan as everyone has the
tals as well as sending out a large number of emails.
ability to read QR codes.
The ideas was to test the effec�veness and ROI of mo-
bile Ads vs emails. They found that the mobile banners
JAL Hotels also plan to use CRM by mobile. However
although more expensive generated very good click
they are not yet at the point of sending out periodic
through rates when compared to email as the more
info to mobile. JAL Hotels plan to do it on a small scale,
tradi�onal digital marke�ng avenue. The reason for
experiment and ensure effec�veness before ge�ng in-
this was that the mobile banner ads could be targeted
volved in a big way.
very closely to those demographics most likely to be One aspect JAL Hotels are quite excited about is LBS.
interested in the JAL Hotels service offering. Their key Obviously for the hotel industry the ability for consum-
leaning was trying to find the right balance between ers to find hotels that they have never been to before
click-through-rate responses at a rela�vely high cost has big poten�als for their business….
Return to List of Case Studies Go to Table of Contents
106 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 107
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 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189