Mobile Travel Trends

Tine Thygesen @everplaces

2015Text

We built a travel community where people make and share own travel

guides. Used in 135 countries

We’ve created 70+ travel apps, so we know mobile strategy,

marketing & development

First a quick intro. I’m Tine Thygesen (@tahitahi) from

InternetInternet users growing but slowing Fastest growth now in difficult markets

TabletsRapid growth (+52% units)

Mobile Data TrafficAccelerating growth (+81%) Video partial driver

Technology headlines

Still plenty of smartphone growth ahead

Social trends: Visual networks1.8b photos uploaded and shared a day

Photo networks rapid growth

1.8B photos uploaded & shared per day

* One2Few instead of One2Many* Short message lifetime

* Short sharing window (50% in 6.5h Twitter / 9h Facebook)

(lot!) more messaging, privately

Yik Yak: * all from 2.5km radius* No friends, from all

Facebook also building something. Google changed + to allow handles (@tahitahi)

Brand new: Anonymity networks

Advertising: Print over-represented, mobile under-represented

% of Time Spent in Media vs. % of Advertising Spending, USA 2013

Vogue / Photographer Mario Testino

Food Republic / Chef Tom Colicchio

Estee Lauder / Model Hilary Rhoda

Burberry / Instagrammer @mikekus

#takeover

Hand your instagram account to a representative for a week.

‣ New audience‣ Engagement‣ Transparency

Mobile payment going bigHere comes Apple Pay: Pay in physical stores and in apps with one touch

Visa, MasterCard, American Express, Bank of America, Capital One, JPMorgan Chase, Citi, and Wells Fargo,

‣ Tiny fees ‣ Strong partners‣ Privacy‣ Secure

One click to buy

Go pro: Personal video camera. Initially for surfers. Sold 3.8 million 2013Used by Hollywood directors, NFL, The Rolling Stones. Police & U.S. military.

Life logging: Rise of wearable trackers

Narrative Clip: Photo every 30 seconds, remembers geolocation, date and time.

Apple Health Kit: Apps send and collect gathered health data.

New streams of data enters travel marketing

http://youtu.be/OrbSRLiIdOk

A GoPro experience is unlike another camera...

86%(total 2.42h/day - Flurry, Mar14)

Apps growing importanceof time on mobile spent in apps

New trends:‣ Single purpose apps (slimmer, faster)

Invisible appsApps you use rarely, or don’t even notice, will be used more

- Background tracking- Health Kit- App extensions

Select my roomHilton rolled out ‘Choose Your Room’ feature in HiltonHonors app. Also has mobile check-in / out

Out in 4,000 global properties by end 2014

Also up-selling opportunity

Rise of the silent travelerA lot of visitors will buy more/ be happier if they can be serviced 100% online

Copenhagen & Edinburgh Airport, Spring Air & Virgin Atlantic.

‘We reduce amount of paper managers need to carry... ‘and because devices are hands-free, managers are not focusing on a screen but engage better with passengers.’

Google Glass to improve customer service

Copenhagen Airport

Other interesting technology for travel and marketing

Crypto currencies (Bitcoin) Commerce everywhere on mobile

Big data speeds up (34% useful, 7% tagged, 1% useful)TV/video (apps replacing channels, multi use, personalized)

Google Physical Web / Beacons

Sum up, most important for travel

Mobile payments is nowMarketing on: Visual + One2Few

Technology (Google Glass, Apps) used in serviceMore time in apps

Self tracking

Thank you!

More about mobile and travel onbusiness.everplaces.com/knowledge

tine@everplaces.com

Sources

Go pro:http://www.theguardian.com/technology/2014/oct/04/rise-of-gopro-wearable-cameras

KPCB / Mary meekerhttp://s3.amazonaws.com/kpcbweb/files/85/Internet_Trends_2014_vFINAL_-_05_28_14-_PDF.pdf?

1401286773

http://www.fool.com/investing/general/2014/10/06/apple-pay-vs-google-wallet-why-apple-inc-will-win.aspx

http://www.dailymail.co.uk/travel/article-2661519/Google-Glass-Copenhagen-Airport-airport-trial-use-wearable-tech.html

http://techcrunch.com/2014/04/01/mobile-app-usage-increases-in-2014-as-mobile-web-surfing-declines/http://techcrunch.com/2014/04/01/mobile-app-usage-increases-in-2014-as-mobile-

web-surfing-declines/

Physical web: http://google.github.io/physical-web/?

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