News

FJB Hotels lead the way in hotel mobile marketing

15.02.2011

Key Insights relating to mobile:

‘Anytime, Anywhere’ is the biggest change in demand for hotel info.
Google searches for hotels via a mobile increased 3000% in the last 3 years.
The trend in consumer-led rating and review systems from a mobile.
7.1 million Brits now access the internet through their mobile.
Having a mobile site is one of the keys to success of businesses now and in the future.
A quarter of UK broadband homes will be 'mobile-only' by 2013.
FJB Hotels' customers rarely leave home without their mobile.
Mobile phones come with an array of multimedia features suitable for audio and visual downloads, manual interactions, rss/blogs and location maps.

The points considered in defining the FJB Hotels' Mobile Strategy:

• Will the site provide quick access to contact details?
• Do we want to produce a virtual visit of our hotels?
• Shall we offer geo-location deals on social networks?
• Are we likely to see an increase in occupancy rates by offering the ability to book a room on a mobile anytime anywhere?
• Will the site increase the number of repeat bookings from visitors who enjoy the user journey?
• Can we easily show some of the hotel facilities such as health spas, restaurants and special local attractions following the insights that 70% of travellers use their mobile devices to find local and location-based services and attractions.

The Brief:
Create a mobile website to represent the four Hotels in the FJB Hotels Group and to give focus to hotel reservations / bookings. 
The mobile site needed to be developed to provide the ability to offer additional features to keep up with industry trends and consumer insights.

Solution:
The mobile targeted website serves up information quicker than a standard website, as well as being easier to navigate. Simplicity is the key when developing a mobile website.
Rocktime designed the FJB Hotels’ mobile website to offer mobile-ready business and leisure guests condensed relevant information that a mobile user would require. The content is displayed in an easy to navigate vertical list, which captures the brand ‘feel’ and presents an aesthetically pleasing mobile-friendly layout.
The site automatically redirects mobile users to the mobile version of the site.
FJB Hotels are able to use the Rocktime mobile CMS to maintain and grow the mobile site.
The mobile website design is optimised and formatted specifically to look great on many different handsets.

Results:
Travellers wanting to book a hotel room, make a reservation or check location details will find it just got easier at FJB Hotels, as the 4 Hotels in Sandbanks and Bournemouth launched their mobile website. 
The site integrates with a comprehensive, secure, online booking process, where visitors can select rooms, meals, wine, chocolates and flowers.
There are numerous occasions when an end user would need to access a hotel’s contact details, ranging from a call to check for vacancies, find a postcode, or to key into a sat nav.
FJB Hotels is one of the first hotels in Poole to offer this personal travel browsing communication for mobile phones.

Future Strategic Opportunities:
FJB Hotels' introduction of a mobile website allows for the expansion of a wider social media strategy and geo-location promotions on Foursquare and Gowalla, Local SEO on Google Places for instance and using popular QR codes and Facebook Places apps offering customers exciting real-time offers though the recently launched Facebook Deals.
Along with a multitude of last minute hotel booking websites, there are a number of travel oriented communities websites, which feature user contributed travel guides, tips, tricks for worldwide locations and networks for making connections between travellers and local communities they visit.
These are just some of the many areas FJB Hotels can develop to ensure they are adding value to their customer journey, make sure that the geographic target is relevant and continue to be found on Google Mobile search over their competitors.

If you are interested in creating  a mobile website why not find out more about our Mobile Web Development services and give our Rocktime Sales team a call: you may well be surprised at the affordability.
We have posted a Campaign Objectives Worksheet that you may find is a helpful tool in establishing what your Internet marketing strategy could be.

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