Table of Contents
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Table of Contents
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1. Introduc�on 8
1.1. How has the travel industry embraced mobile technology to date? 8
1.2 Who is the mobile traveller? 11
2. Mobilising the Travel Buying Cycle 17
3. Mobile Technology and Solu�ons 27

3.1 Introduc�on 27
Ar�cle by Ambiesense:
“How can mobile enhance the travel experience?” 30
3.2 Mobile Internet & Mobile Analy�cs 32
Ar�cle by Netbiscuits:
“Internet goes Mobile: 10 Golden Rules for Big Success on Small Screens” 35
SIXT Case Study 42
Lu�hansa Case Study 45
ORTG Case Study 48
3.3 Mobile Applica�ons 51
Ar�cle by MobiEXPLORE:
“Mobile Travel Guides: Travel Mobilisa�on - How mobile can bring
benefits during the downturn” 57
Rearden Commerce Case Study 63
Kayak Case Study 65
Lonely Planet Case Study 70

3.4 Mobile Search 75

3.5 Mobile Marke�ng and Adver�sing 81
JAL Hotels Case Study 106
lastminute.com Case Study 107

3.6 Mobile Customer Service, CRM & Ancillary Revenue Genera�on 113
Ar�cle by The Sound of Data:
“Mobile Travel Solu�ons” 113
Bri�sh Airways Case Study 124
Hilton Case Study 127
Egencia Case Study 129

3.7 Mobile and Loca�on 138
WAYN & Rummble Case Study 149
Visit Britain Case Study 153
TUI Case Study 154
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