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The School of Mobile Vol. 2 - The Detail Chapter 2 - Mobilising the Travel Buying Cycle
2. Mobilising the Travel Buying Cycle
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What follows is the EyeforTravel conceptualisa�on and breakdown of the travel buying cycle. The
purpose of doing this is to provide all the players in the travel industry with a way to think about
how mobile can impact their business. It is important that the relevance of mobile to the industry
is clearly explored and detailed and not just assumed.
Clearly it is not possible to create individualised buying cycles for each actor within the travel
industry but the aim here is to offer a star�ng point and to give a model to the industry that
can be tailored to their specific needs and business model. The idea is that the industry works
together to come up with a powerful model that will be helpful when travel businesses plan their
mobile strategy. This model operates from the leisure traveller’s perspec�ve in terms of how they
interact with a given travel company in different ways at each stage of the cycle. This breakdown
will be useful though even if you are exclusively focused on corporate travel as it enables you to
have a base to work from and to re-imagine the cycle from the rather different perspec�ve of the
mobilised corporate traveller. To learn more about addressing the specialised travel needs of the
corporate traveller and the companies they work for please click here to go through to the Egencia
case study and click here for the Rearden Commerce case study.
Following the diagram of the travel buying cycle, we have broken it down to address each stage of
the buying cycle individually and address how it could be mobilised. Each broken down sec�on has
four parts:
1. Each sec�on has a series of words that represents par�cular a�ributes or aspects of mobile
that relate to that part of the travel buying cycle, these are helpful to think about what
makes mobile different
2. Each sec�on has a descrip�on of the par�cular stage linked to the ability to mobilise the
given sec�on
3. Each sec�on has a list of illustra�ve mobile technologies/solu�ons that could be applied to
that part of travel buying cycle. These lists are not exhaus�ve but do cover the main solu�on
categories that are available
4. Finally, each sec�on has a scenario from the perspec�ve of a mobilised travel consumer
addressing how they may use mobile at each stage of the travel buying cycle.
These eight stages are intended to be illustra�ve and help you to think in new ways about
the poten�al of mobile to make an impact for your business and your customers. Not all the
technologies/solu�ons/scenario elements will be relevant to your individual business but each will
provide inspira�on, value and a new way to think about mobile and your travel business.
This also sets up a framework so that when the report moves onto looking in detail about the
technologies and solu�ons that are available within the par�cular categories, it is possible to relate
them to the travel buying cycle. This is a paradigm shared by all travel companies and as such is
important as a point of reference in terms of thinking about mobile solu�ons and technologies. The
specific technology and solu�ons sec�ons will not refer specifically to the mobilisa�on of the travel
buying cycle in most cases. This concept is intended to be the skeleton that underpins The School
of Mobile.
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