This week, and as we are getting closer to Christmas, it is to be bet that Santa will deliver a lot of mobile phones, Smartphones, Notebooks, and...travels of course!
And since our blog is dedicated to the interfaces between online communication systems and Public Relations in the travel industry; we decided to come back on a very interesting survey conducted by Lightspeed Research UK, on behalf of Total Media. The interest of the study lies in both its methodology and its source, indeed, the above quoted agency is an independent group which is trying to get as scientific and comprehensive an approach as possible. Also, the survey was subject to self-completion. This free to use survey-platform enhances the fact travelers had not been subject to any form of influence, and mostly are people interested in its topic.
Hence, as we mentioned previously, the study has identified how mobile devices are being used today (having in mind the backdrop:"while on/or preparing holidays), and what we can expect from them tomorrow. Interestingly, and contrary to what one may guess, Facebooking or Tweeting does not come first!
Of course, holidays somehow are meant to disconnect...but, to a certain extent! The reality being that travelers are looking for online resources, mobile applications to better their travel experience. Convenient apps such as online guidebooks seem to be a new trend of high potential.
With the democratisation of Revenue Management among new generations, people are not looking at online bookings for flights or hotels. They are now searching for help in the fields they do not master (YET!) such as weather reports, how to ask for coffee, restaurant reviews and other tips usually found in guidebooks such as Lonely Planet's. Furthermore, it is not only what travelers are looking for with their mobile device, but also the very way they are using it which is evolving. While on holiday, texts seem to be the prefered option for they are the cheapest and most convenient way to communicate, highlighting a correlation with roaming fees (when traveling abroad). Should the price-sensitivity barrier be droped, apps and mobile internet would then find fields of tremendous development!
In terms of PR, the traditional forms of mobile communication still present the most influential pattern with travelers calling friends, asking for advice...before planning their trip. Once again, the opportunity for PR Managers to control and develop their brands' influence lies in the development of Mobile Apps and resources, because travelers tend to search new ideas and online expertise.
Interestingly, Men are pioneers in the use of Application platforms and are to be targeted first. This could be explained by the fact they are more often interested in IT than ladies, but this tendency could be balanced soon.
Eventually, the price-sensitivity is again the core of the battle for Applications developers. Youngsters being the best target, most likely to spare a part of their budget for downloading more. Nevertheless, the best way to reach a mass-target is to develop downloads free to consumers through advertising and sponsors. This is a golden opportunity for already renowned groups to consolidate their brand-image!
Opposite free downloads, there would still be room for one-off and unlimited paid-for apps, especially among young audiences. In other terms, there is room for everyone and for every revenue strategy...we are now waiting for travel industries to seize the chance! The reactivity of such online platforms is for sure a guarantee of further increased credibility!
Welcome to real-time PR!
