Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First Choice

Wednesday, 26 October 2016 14:00

Thomson an...

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.










Apps and mobile-optimised websites are playing increasingly important roles in the marketing strategy of companies in the travel industry.

TripAdvisor reported that nearly half of UK hoteliers offer mobile booking with 40 percent utilising mobile-friendly websites. At the same time, the mobile market for travellers remains largely unexplored because 70 percent of mobile users routinely switch off service when they visit international destinations.

However, regulatory changes in Europe this summer aim to make international bills more affordable and easy to understand for consumers. This will allow travellers to use their phone, apps and mobile internet abroad in EU countries in the same way that they use them at home, without fear of an expensive bill arriving on their doorstep a few weeks after they get home – the so-called “bill shock” phenomenon.

As travellers start to use mobile data abroad in the same way they do at home, travel and tourism companies have a significant opportunity to tap into the capabilities of mobile to add value and make travel more convenient for their customers.

They can do so by using real-time mobile context – that is, insight into subscriber information, usage and location – which is available to mobile operators, and which can be offered to travel companies to improve their customers’ end-user experience. Mobile context data includes everything from information on a subscriber’s device location, to the amount of data services a subscriber uses, to the amount of roaming they do and more.

Personalised convenience

With mobile context, travel companies can improve the travel experience for their customers by personalizing it and making it more convenient.

For example, when a business traveller lands at an airport in a new country, an automated response is triggered from a car rental company to allow the traveller to check in via text message. The traveller replies yes, so the rental company follows up with a vehicle upgrade offer, which is also accepted by the customer. After the confirmation is set, the customer receives a validation with the number and location of the parking space where they will find their car. By using mobile context in this way, a routine customer process that usually requires a lengthy wait in a line is significantly faster and easier, delivering much more value to the consumer via their device.

Shopping without borders

Mobile context offers more than improved customer convenience. As people increasingly use their mobile phones abroad in other European countries, travel companies can use mobile to encourage spending throughout the trip by partnering with other organisations to provide timely, location-specific offers via mobile. These offers could range from tickets for an upcoming show that has unsold seats or discounts at a nearby restaurant that has open reservations.

Retailers that partner with travel companies or consumer finance providers (like credit card companies) can also connect with travellers through targeted special offers delivered to their mobile phone. Retailers can strike reciprocal deals with similar brands in other cities and countries to offer international discounts for visitors via their mobile.

For example, Bon Marche in Paris could partner with Selfridges in London or El Corte Ingles in Madrid, so that store loyalty card holders receive a ten percent discount coupon via a mobile device when they arrive in the UK or Spain.

Taking context a step further, the reciprocal data could allow each store to access the purchase history of consumers from their partners to ensure that special offers complement customers’ purchasing preferences.

Privacy and permission

End-user permission is critical to delivering personalised consumer experiences. The fact that mobile users can use their apps and data abroad in the same way as at home isn’t an open invite for companies to flood consumers with irrelevant and unwanted notifications and promotions. People have a deeply personal relationship with their mobile phone. It’s critical that any notifications or recommendations they receive are useful and relevant to them personally. Any message that doesn’t meet these criteria will almost certainly damage the brand of the company that sent it and their relationship with that person.

To succeed, it’s critical that travel companies, brands and mobile operators work together to not only properly use mobile context but also – and most importantly – to ensure consumer opt-in at every stage. Operators’ trusted relationships with their subscribers means they are ideally placed to gather preference data for sharing with travel providers, brands and content providers – but only on a strict opt-in basis.

Setting expectations

The end of data roaming fees between European countries is set to have a major impact on mobile users’ ability to roam in other countries across the globe.

As business travelers and tourists are increasingly able to roam anywhere in the world just as they do in Europe, the travel industry – airlines, hotels, tour operators, events companies and retailers – has a significant opportunity to incorporate mobile into their customer relationship strategy.

As more economical roaming options open up, those in the travel industry can use mobile context to engage more closely with customers and provide them with an improved quality of service, wherever they are in the world.

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