January in London is the time when the thoughts of many consumers turn to dreams of summer holidays. So you can understand why it is a hyperactive month for travel bookings. But despite the peak booking activity, Amadeus managed to draw a sell-out crowd of travel professionals to gather at Google’s impressive London HQ for an Institute of Travel and Tourism (ITT) Masterclass entitled: Taking mobile strategy out of the boardroom and into your customers’ hands. The masterclass, organised by Amadeus, featured a plethora of expert speakers and technologists including Google, Expedia, Criteo, The App Business, Pulsate and Amadeus customer, Atlas Travel from Ireland providing their expert ‘hacks’ in mobile strategy.
The packed theatre audience was welcomed by ITT and taken through the current mobile landscape by Jen Bright, Business Line Manager from Amadeus. Jen kicked off the session by asking the audience about their mobile technology habits using interactive Smartphone polling. 68% of our audience told Jen that they regularly research a product or service on a mobile device whilst simultaneously watching television. The feedback backed up Jen’s profile of the current mobile landscape as she told us just how big an opportunity there is with the UK now seeing 99% mobile penetration.
Craig Palmer, Mobile Sales & Consulting Manager at Amadeus UK took to the stage to moderate the rest of the session. The first speaker was Patrick Leddy from Pulsate. Patrick gave an expert lesson in personalisation, demonstrating how it is relatively easy to learn about someone, but that doesn’t answer the question of how to turn this data into a powerful sales and marketing tool? He finished by telling the audience that personalisation is a crucial building block to success across all form of communication, but the place it matters most is in an app. An app is present on a device that is highly customised to the user, and the content displayed should be too, otherwise there is a risk of losing the user (and potential customer) fairly quickly.
Julie Cheneau, Director of Market Management, The Expedia Group reinforced how important it is for companies to recognise the multi device world. The user no longer completes the whole shopping and booking process on just one device. In fact, 48% of Expedia customers use two or more devices when booking. Julie proved that it helps to make content relevant to the local market, and not just by means of language translation. No market is the same, so the experience should always be tailored.
The last of the masterclass sessions came from Daniele Beccari, Head of Travel Products at Criteo. Daniele shared the latest statistics from Criteo’s current mobile travel report Booking on mobile Goes Mainstream. The report shows that mobile bookings are up in all markets and have in fact doubled in twelve months. Daniele also showed how conversions are greatly increased when there is an optimised offer for mobile, with 49% of transactions now happening via apps rather than mobile browsers.
A special guest was Stephen McKenna, Director of Atlas Travel. Stephen’s highly successful company is using Amadeus’ solutions to help grow his business in the mobile channel in Ireland. Craig posed a series of questions to help the audience benefit from Stephen’s experience of devising and launching a successful mobile strategy. Stephen enthusiastically explained the importance of innovation. While frequent innovations would be very challenging for an in-house developed application, by partnering with Amadeus, constant product enhancements and upgrades enable Atlas to remain at the forefront of the mobile revolution for their customers.
The final session was delivered in a highly engaging manner by The App Business’ Khalil Dimachkie, Architecture Owner, and Jean-Francois Hector, Senior Strategist. These two experts were keen to reveal some of the success factors behind apps that are downloaded and used daily. They called for a completely new way of thinking when it comes to creating apps. People don’t want features, they want outcomes. Everything added to an app should be developed using this strategic approach to avoid creating an app that is littered with unused and unwanted functionality.
Attendees rated the event a great success and I think you can see why. If you are interested in Amadeus helping you implement your own mobile strategy, or if you just want to see a demonstration of our latest mobile solutions, please contact Craig Palmer email@example.com