The School of Mobile Vol. 2 - The Detail
1. Introduc�on
1.1 How has the travel industry embraced mobile technology to date?
Part Two of The School of Mobile will provide a large amount of strategic insight and prac�cal
guidance from 16 travel and tourism industry companies that are making their mark and achieving
tangible results from mobile. The case study contribu�ons are from across the different players in
the travel industry including airlines, hotels, OTAs, a car rental company, a tour operator among
others. We have carefully selected each contributor to provide a different and valuable lesson
about mobile. This will assist the travel and tourism industry to think strategically about mobile and
begin moving towards a shared understanding of mobile best prac�ce to ensure that all companies
big or small are able to leverage the poten�al of mobile for engaging with their customers in new
ways and in making money. We hope that you will find this informa�on useful.
At this stage EyeforTravel Research would like to thank all 16 travel companies that gave of their
�me, knowledge and exper�se. These case studies are the heart of this report and without the
support of our industry partners, this report would be a shadow of itself. We also thank those
travel companies that provided their �me and insight but that we were unable to include as full
case studies.
Which sectors/companies are buying mobile as a strategy?
It has become clear from our research that a broad spectrum of companies from around the world
within the travel and tourism industry are engaging in mobile. Although we have not been able to
include every great story about how the travel industry is inves�ng in mobile, achieving ROI and
driving sales, crea�ng loyal, engaging customers and leveraging the ubiquity and power of the
mobile device, we have 16 in-depth case studies that very much support the argument that mobile
is a viable channel to reach the travel consumer and is becoming more so.
Following are some details of each of the mobile in travel lessons that we have brought together to
educate the industry and drive mobile in travel forward.
→ Bri�sh Airways – The Bri�sh Airways case study teaches us that it is not
inevitable that you will get your mobile engagement right the first �me round
and that you need to learn from your mistakes. This is also a lesson about making the most
of your internal capabili�es. Go to Case Study!
→ Egencia – The Egencia case study teaches us about rolling out a global
mobile strategy and how to serve discerning corporate travel customers. This
is also a less on about push and pull approaches to a mobile strategy. Egencia’s insights are
valuable for the whole travel industry. Go to Case Study!
Go to Table of Contents Go to Table of Contents
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