Mobile traveler: profile and characteristics
Mobile devices are widely being adopted. It confers a status, a spending power and a particular behavior/attitude. When becoming a traveller, the mobile user, integrates this features in a harnessed way – that changed the way to travel and the trip expectations.
The union of all these components combined with the social media has invented a new type of traveller: the SOLOMO. The trend is painting a SOcial, LOcal y MObile traveler.
Social. Travelers intensely share and have enormous interactions with individuals and businesses – this was empowered with the arrival of social media used to spread the amazing moments lived abroad with daily photos and comments. As hoteliers we have to enhance all the possibilities to be featured (positively!) in all those sharing because after all the place of accommodation is a crucial part of any trip.
Local. The traveler is informed and documents himself before traveling, his aim with all this is to experience the local life. The mobile user is used to geolocation tools - when becoming traveler – the desire to tell everybody the places where they have been is increased potentially! Not only to get details from locals and travelers but also to know more about products and deals. When it comes to the hotel industry, all this features need to be exploited for operating not only to questions of promotion and communication, but also as a way to accompany the traveler in his experience of a touristic area (make a positive environment to your hotel will benefit your structure at some point)
Mobile. The passenger is traveling more and further away, uses his phone heavily for practical reasons (more comfortable than a notebook) and to stay connected to the services mentioned above.This means different things to the hotel:
- A web page displayed for mobiles, or designed to suit any device.
- Implement geolocation services and location tools (foursquare, TripAdvisor…)
- Free WIFI
- Interaction and real-time purchases, which means constantly updated hotel information
The traveler’s profile and expectations certainly vary, it’s hard to establish an exact pattern of the mobile traveler – but much can be done to improve services expended by the hotel in order to reach those customers. It’s important to emphasize the fact that mobile is complementary platform and does not replace other means but the quick expansion and the inquires held by mobile users are just as important than any other
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