CASE STUDY 1
THE HOTEL CHAIN: InterContinental Hotels Group
Objectives
• Develop booking apps and mobile features to engage with guests.
• Connect with guests at all touch points throughout their travel planning and stay.
Strategy
• Provide consumers with easy-to-use functionality to find and book hotel rooms, check rates, and give them the flexibility to manage their reservations and view member details through the new Priority Club Rewards app for the iPad.
• Provide location-based alerts about specific property offers and notifications for check-in, promotional offers, etc.
• Create apps which are available on a number of different platforms – IHG’s new Priority Club Rewards app is available for Kindle Fire, Google TV, Android Tablets, Windows Phone, and Android phones.
Results
• Hotels within IHG’s system are now generating more than US $20 million a month in revenue from mobile bookings – double the figure from July 2011.
• Consumers can now access redeemable offers available at the hotel where they are staying through mobile solutions, such as apps for all seven IHG brands on iPhone.
• Corporate partners now have the ability to have a customised IHG-branded app with their corporate ID embedded, so they can easily view and book hotels at their negotiated rates.
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CASE STUDY 2
THE HOTEL CHAIN: MARRIOTT INTERNATIONAL
Objectives
• Give smartphone users the ability to find nearby hotels using GPS functionality, book rooms, check upcoming reservations and get details about their hotel.
• Create an app which was multilingual – it is available in English, French, German, Spanish and Chinese.
Strategy
• Create one app which incorporates all of the group’s 13 brands, across 71 countries.
• Enable Marriott customers to enrol in Marriott Rewards and check their loyalty point balance through the app.
• Create apps for different platforms – iPhone, iPod Touch, Blackberry and Android.
• Add a call function, so that users can call a hotel to get help immediately with reservations via phone.
Results
• In the week of release, the app reached number four on iTunes App Store’s free app list, and was number one for travel apps.
• Mobile platforms generated US $21 million in hotel-level revenue and garnered almost 2.6 million visits a month, as of June 2011.
• In 2011, close to 1 million Marriott apps were downloaded.
• The Mobile 400 list by Internet Retailer named Marriott in its top 10 for 2012.
CASE STUDY 3
THE HOTEL CHAIN: Fairmont Hotels & Resorts
Objectives
• Create a greater integration of Fairmont’s social media sites and the adoption of a new web analytics solution.
• Deliver rich hotel content online in environments that are user-friendly, seamless, convenient and efficient.
• Redesign the website Fairmont.com to be fully compatible with iPads and other tablet devices.
Strategy
• Revitalise Fairmont.com with a dynamic new look that is both clean and compelling.
• Implement larger visuals, user-submitted photography, high definition hotel videos, a greater selection of interactive maps, and links to brand and hotel specific social feeds.
• All photo galleries, virtual tours, videos, banners and maps are touch enabled and optimized for mobile devices.
• Hotel-level social media accounts were integrated into the new site to fully leverage and share unique and engaging content posted to property-level social feeds, while at the same time photos and stories from past guest visits are now being pulled directly from EveryonesAnOriginal.com, the brand’s online community portal, into the Fairmont.com site.
Results
• Tablet usage has increased by more than 300% this year.
• Page views and time spent on the site have both grown and conversion rates are up by more than eight percent.
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