This week, I’m on holiday. As a follower of my blog, you know that I quite regularly take a couple of days off. I live in Europe, where we have more holidays (on average) than some other regions. So with my head already "on" my next trip, I was intrigued by the results of the recently published report US Mobile Travel Bookers.
Mobile bookers are tech-savvy travelers who are willing to share their experiences by creating travel-related online content, like blogs and reviews, or uploading videos. In fact, four out of 10 online travel-related content creators are mobile travel bookers. Travel companies need to cater to this advanced group and support them in their travel journeys across devices. As my colleague Tony Costa shares in his report Build Seamless Experiences Now, "customers don't see individual touchpoints. Rather, they perceive the quality of a firm's services through their overall experiences. When disconnects occur, customer satisfaction takes a nose-dive."
We finally have sunny weather here in the Netherlands -- and for me, and many of my friends and colleagues, that means it's time to prepare for our summer holidays! Will it be a family vacation close to home this year, or should we play safe and opt for a sunny getaway to Southern Europe? While collectively deciding on a destination for the family (and sometimes the extended family, too) may demand caution and compromise, the act of making travel reservations has never been easier. With hospitality companies and travel agencies moving from online to mobile portals, we have the potential to research, book, change, and enhance travel arrangements on our mobile phones at any moment – and most consumers take advantage of this.
In fact, US consumers recently selected Expedia's Hotels & Flights application as the People's Voice Travel App in the 17th Annual Webby Awards. Available for free download in nearly 20 different languages, Expedia's Hotels & Flights app serves travelers globally. Forrester’s Consumer Technographics® data reveals how consumers around the world engage with travel applications. While the trend is evident among US online adults, metropolitan Asian online adults have shown even greater uptake of mobile travel apps:
I'm traveling to Atlanta next week. Today - Friday - I decided late in the day to book a hotel room finally.
I'm sitting at my desk. I'm figuring there will be some time on hold. I'm multi-tasking ... so I use my PC to do a quick search, find some nearby hotels and get a couple of phone numbers. I'll use my office phone with a headset and my hands will still be free to edit a document.
I start with brand A. I place the first call and talk to an idiotic IVR that puts me into a doom loop. I hang up. I call back and get a person. The person can't book a discounted rate so gives me another phone number to write down. I write it down. I throw it in the trash.
I shift to brand B. I place the call to the hotel. A man answers. He transfers me to an IVR asking for my home phone number. I don't understand. I hang up. I call back. The same man answers. I said, "I think there must have been a mistake. I thought you placed me on hold, but I got dropped into an IVR." Man replies, "oh no - that IS our reservation system." I reply, "you don't have people making reservations." He replies, "No - just the hotel reservation system - the IVR." I reply, "I don't make reservations with IVR's." I hang up. (Sorry - but it's insanely tedious - at least in this case ... my home phone number??? C'mon - they don't need that to book my room)
I pick up my phone and click on my "hotel icon" to open the app. Within 2 minutes, I've booked a hotel - all of my information stored - and spent $750.
Is it me or my expectations? My mobile travel applications have only improved over the past 12 months (and I mean this sincerely), but my disappointment has never been so acute. Why? My expectations have never been higher. I access information more frequently (see Ted Schadler's and John McCarthy's Engagement report -- they quantify this), and I expect more accuracy. In the absence of tethering my computer or tablet to to my mobile-phone-turned-hotspot (difficult on the move), I turn to my mobile phone for services. "Immediacy" is what makes mobile so valuable. If I can't get real-time, accurate information on the go, then how useful are the mobile services?
11. (an extra) When I use the mobile app to add the boarding pass to Passbook, why does only one of two boarding passes go there when I have a connecting flight?
10. I uploaded an update to the loyalty program from the hotel chain. It deleted all of my account information. Awesome. Really guys?
9. I searched the mobile app, mobile web, and full web for a way to recover my account number - not possible in my 10 minutes of searching. Only possible to get password.
8. I called customer service (hotel brand) while sitting on the plane to get my account number. They asked me to state my password out loud (while on the crowded plane). I gave them the password, and they told me it was incorrect. They proceeded to ask for all of my additional security information (e.g., mother's maiden name). "We have these rules in place to protect your privacy and ensure the security of your account." I'm thinking, "My hotel frequent stay account??? It's easier to get my user name and password from my bank!!" Terrible user experience.
The rapid adoption of smartphones and mobile Internet usage is changing the way US consumers shop. Although still nascent, mobile commerce is poised for exponential growth. Mobile retail and travel spending grew by 80% in 2011 and is expected to more than double by the end of this year.
There are various definitions of mobile commerce that include retail, travel, advertising, proximity payments (coming soon), and appdownloads, but Forrester combines retail and travel research with an understanding of mobile consumer habits to build its mobile commerce forecast. Shop.org and Forrester Research administer The State of Retailing Online survey annually to online retailers to understand key metrics in shopping trends; this year's survey focused on mobile commerce and mobile retail execution. Having data from both the consumer and merchant perspectives provides us with a richer understanding of the mobile commerce platform and buying behavior.
Mobile commerce is taking off in Europe. Retail and travel spend via a mobile phone increased by 70% in 2011. Impulse-buying categories that require little intensive research — such as books, computer software and video games, music, videos and DVDs, and event tickets — are driving a large part of these mobile retail sales. Understanding mobile buying behaviors, the evolution of mobile buyers, and relative mobile spend across Germany, the UK, France, Spain, Italy, the Netherlands, and Sweden are the focus of the Forrester Research Mobile Commerce Forecast, 2012 To 2017 (EU-7), >, and report which has just been published.
The forecast combines insights from the Forrester Research Online Retail Forecast, 2011 To 2016 (Western Europe) with an understanding of smartphone adoption rates and how online buyer sophistication differs from mobile buyer sophistication for each EU-7 country. Smartphone owners are more predisposed to become mobile retail buyers if they have already bought online or if they have already bought mobile apps and digital content. By 2017, mobile retail, travel, and daily deal spend in the EU-7 will rise to €19.2 billion, which will represent 6.8% of online spend. Mobile’s share of total travel spend will be much higher than that seen in retail, as more than 35% of travel bookings for leisure and unmanaged business travel were made online in the EU-7 in 2011.