How the iPhone transformed the tourism biz.

Sitting in tourism planning meetings you hear people say “let’s do what we did 10 years ago. It worked then.” Yes, it would be nice to do the same things. There’s something comforting in that, but a recent anniversary made me think that we just can’t roll back time.

The iPhone is 10 years old. It’s not the only smartphone, and wasn’t the first. But it has, like it or not, become the standard bearer for that kind of device. Not everyone has a smartphone, but enough tourists do that it has brought massive changes.

Just looking at the travel, tourism and hospitality businesses, what has the smartphone changed?

People still use printed airline boarding passes but a huge number use electronic passes. Flying into the US you can use a free app called ‘Mobile Passport’ authorized by Customs and Boarder Protection that allows you to pre-file your information and breeze through immigration and customs. I use it. It’s superb.

Where to stay, eat or what to do? TripAdvisor and similar sites offer peer reviews that people tend to trust over ads by hotels, restaurants or attractions. All in your hand, on your smartphone, now.

Book your accommodation? No problem. On your phone at the last minute to get the best deal. I’ve seen people sit outside hotels using their phone to negotiate and book. Same applies to tours and activities. These are usually booked within 48 hours of arrival and online sites like TripShock make booking easy, and the tickets are on your phone – no paper. All you have to do is guess that the weather will be OK. No guessing, DarkSky or a dozen other apps will give you accurate, hour by hour forecasts.

 

How do you get to where you’re going? Built in GPS with turn-by-turn directions, no matter if you’re driving, walking or on public transport. Traffic reports too – yeh, 98 is still blocked.

Don’t bother to carry a camera. Your phone has a camera that makes yesterday’s versions obsolete. Postcards too. You now share your travels to social media friends the world over and you can post your review of the restaurant you just experienced. In places like Jackaccuda’s you can scan a little flag in your meal and see where and when your fish was caught, and who by!

Don’t want to drive? Book an Uber, from your phone of course.

No transistor radios on the beach anymore. You carry your music library with you, and stream what you don’t own. Oh, movies and TV too.

That’s only scratching the surface. Virtual tours of museums and historic sites; payment from your phone; on line shopping; news, books. Oh, and it’s a phone too!

If those are the changes for tourists, think of the changes for hotels, rentals, airlines, car rentals, attractions, restaurants even, in our area, Charter Boat Captains.

Our tourism experience has changed massively in 10 years. But wait, coming soon, virtual and enhanced reality. I’m excited. How about you?

How Micro-Moments are reshaping the Travel Customer Journey – Google report.

Google have just published a report that examines how people plan for travel. It examines the devices (that’s definitely multiple devices!) that they use and when they use them. The report is certainly well worth reading if you’re in any way involved with the tourism, hospitality or associated industries.

It runs to 41 pages and it hones in to what Google terms ‘micro-moments’. It certainly shows that habits are changing fast. If you’re not seeing the rise in mobile bookings in your business, believe me you will – and sooner than you expect. currently 40% of travel site visits in the US come from mobile devices. You’d better make sure that your site handles mobile in a clean and efficient way.

The report has a number of case studies which are worth taking time to study.

These Micro Moments break down into ‘I want to get away moments’, ‘Time to make a plan moments’, ‘Let’s book it moments’, and ‘Can’t wait to explore moments’ . Depending on your business, you could fit into one or more of those. Be assured that you’re not the only site people are looking at for your particular moment.

To be successful you need to actually be in the booking space, and you need to offer a useful service. You need to be part of the ‘experience’.

52% of travelers with smartphones said they’d switch sites or apps if a site took too long to load. 45% said they’d switch if it takes too many steps to book or get desired information. Have you looked at your booking process on a smart phone recently?

Some other stats –

Only 23% of leisure travelers are confident that they can find all of the same hotel and flight information on their smartphone that they can on their desktop.

2/3 of leisure travelers double check prices on a desktop after shopping for flights on a smartphone.

Over 50% make the switch to double check hotel prices.

94% of leisure travelers switch between devices as they plan or book a trip. Where does that leave your tracking systems?

View Google’s report here:  http://ow.ly/PaFe302fl37

There’s more and we’re happy to consult on this and other similar issues. Contact us for more information.