Multi-Screen Marketing in Hospitality

According to a recent Hotel News Now article, tech-savvy folks do more traveling and hoteliers that connect with them on their mobile devices will reap rewards. The mobile channel is increasingly convenient for marketers; the challenge is keeping consistency across all devices throughout their experience including inspiration, research, validation, booking, confirmation, travel planning, and memory sharing.

Guests using two devices in their travel planning has risen 33% in the last 2 years (MMGY Global/Harrison Group “2013 portrait of digital travelers.”) Also increasing are the percentage of mobile visitors to travel websites, from 7% in 2012 to 17% in 2013. And this trend shows no signs of slowing.

According to Microsoft Advertising’s Cross-Screen Engagement Study, there are 4 types of multi-screen behavior:

  1. “Content grazing”: where unrelated content is viewed on 2 or more screens are used concurrently.
  2. “Quantum journeys”: where an action is started on one device and taken up on a second device.
  3. “Investigative spider-webbing”: where content is viewed on 2 or more devices simultaneously.
  4. Social spider-webbing”: where information from one screen is shared on another.

They key for hoteliers is to embrace this new multi-screen environment with new marketing tactics. As noted in the article, the mobile phone can be “the perfect marketing tool” because of its immediate and personal nature. Read more about multi-screen and mobile marketing this Hotel News Now article.

How are you adapting to the new multi-screen environment?