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The Year of 3 Screens Hospitality

The Year of 3 Screens Hospitality

We just read an excellent article at HotelNewsNow.com titled 2013 – The Year Of 3 Screen Hospitality.

Some notable quotes from the article:

2013: The year of three-screen hospitality
Google projects an overall increase in number of search queries by 24% in 2013, but search data differs dramatically across the three device categories. Searches from mobile devices will experience an increase of 68%, while searches from tablets will increase by more than 180%. Desktop searches will experience a decline of 4%.

So what should hoteliers do get ready for the three-screen battle in 2013?

Begin by treating the desktop, mobile and tablet as three separate channels.

Desktop website. Make sure your desktop website is “in good health,” in order to comply with best practices in hotel distribution and to adhere to the industry’s best practices for design, site architecture and search-engine optimization. Most importantly, make sure it is compatible with the recent Google Panda and Freshness algorithm updates.

Mobile website. A hotel mobile website generates incremental revenue through mobile and voice reservations which, without a well-optimized, content-rich, property-specific mobile site, would go to the competition or to online travel agencies.

Tablet website. According to eMarketer, global tablet sales are projected to exceed 232 million in 2016, growing from 64 million in 2011. In 2013, there will be 75.6 million U.S. tablet users, up from 13 million in 2010. Hotel marketers should consider either enhancing their desktop website for the touch-screen tablet environment or building a tablet-only version of their website in addition to their desktop and mobile sites, which all should be managed via a single digital content depository-enabled content management system.

We believe that mobile and tablet will be more important for hotels sooner than estimated. We also believe that the right way to target mobile and tablet devices is through a property specific app. An app gives a far superior experience and can have more features on a mobile device than a mobile site.

 

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