Produced by Tim Peter, President & Founder of Tim Peter & Associates, LLC in conjunction with Joe Hyman, President & CEO of Vizergy
Travel shoppers and guests constantly research and book rooms on multiple screens and devices, often shifting from screen to screen without even thinking about it. The opportunities available to hospitality marketers due to this “anytime, anywhere” access to information far outweighs the downsides — so long as you take advantage of them.
“Additionally, 90% of consumers move across several screens to accomplish those goals, starting on one device and moving to others as location, available time, and desired goals shift .”
The Multiscreen Environment
Hospitality marketers already face myriad choices in how to reach their guests and targeted travel shoppers, whether through search, social media, display media, or email marketing. And recent changes in how consumers access information only serve to compound this challenge. These changes have been driven by the emergence of new devices that allow consumers to access media and services where and when they want, using one — or more — of four key screens:
- PC (desktop or laptop)
- Mobile (specifically 3G, 4G, and Wifi-enabled smartphones)
- Tablet computers (such as the iPad, Nexus, Galaxy Note, or Kindle Fire )
This “4 screen” landscape offers a variety of challenges for hospitality marketers. However, the opportunities available to marketers due to this “anytime, anywhere” access to information far outweighs the downsides — so long as you take advantage of them. According to recent research, nearly 90% of all media consumption every day occurs across these 4 screens. Televisions, PCs, mobile devices like smart phones, and tablets have replaced newspapers and magazines as many consumers’ go-to source for information and entertainment. Your ability to reach your customers going forward depends on your ability to reach across these 4 screens at the right time to engage and attract potential guests. This paper seeks to help you adapt your efforts to do just that.
Because of the growth of multiple screens and mobile technology, the digital travel lifecycle now encompasses all steps in your customer’s journey, including:
1. Research. Guests discover options for where to stay.
2. Booking. Guests choose the property that meets their needs and reserve their stay.
3. Experience. Guests arrive on-property. Mobile and multiscreen allow effective marketers to reach guests on-property in ways that haven’t existed before.
4. Relive. Guests post photographs and share stories with friends and family on social networks, reliving their experience again and again.
5. Return. Guests engage with the property post-stay, increasing the likelihood of a return visit.