Mobile Travel Trends
2015

Tine
Thygesen
@everplaces

First a quick intro. I’m Tine Thygesen (@tahitahi) from

We’ve created 70+ travel
apps, so we know mobile
strategy, marketing &
development

We built a travel community
where people make and share
own travel guides. Used in 135
countries

Technology headlines
Internet
Internet users growing but
slowing Fastest growth now in
dificult markets
Tablets
Rapid growth (+52% units)
Mobile Data Trafic
Accelerating growth
(+81%) Video partial
driver

Still plenty of smartphone growth
ahead

Social trends: Visual
networks

Photo networks
rapid growth
photos

1.8B
&

shared per
uploaded
day

(lot!) more messaging,
privately

* One2Few instead of One2Many
* Short message lifetime
* Short sharing window (50% in 6.5h Twitter / 9h
Facebook)

Brand
new:
Anonymit
Yik Yak: y
* all from 2.5km
networks
radius

* No friends, from all

Facebook also
building something.
Google changed + to
allow handles
(@tahitahi)

Advertising: Print over-represented, mobile
under-represented

% of Time Spent in Media vs. % of Advertising Spending, USA
2013

Hand your instagram
account to a
representative for a
week.
‣
‣
‣

New
audience
Engagement
Transparency

Vogue / Photographer
Mario Testino
Food Republic / Chef
Tom Colicchio

#takeov
er

Estee Lauder /
Model Hilary Rhoda
Burberry /
Instagrammer
@mikekus

Mobile payment going

big

Here comes Apple Pay:
Pay in physical stores and
in apps with one touch
‣
‣
‣
‣

Tiny fees
Strong partners
Privacy
Secure

Visa, MasterCard, American Express, Bank of America, Capital One, JPMorgan Chase, Citi, and Wells
Fargo,

One click to
buy

Life logging:
Rise of wearable trackers
New streams of data enters travel
marketing

Go pro: Personal video camera. Initially for surfers. Sold 3.8 million
2013 Used by Hollywood directors, NFL, The Rolling Stones. Police & U.S.
military.
Narrative Clip: Photo every 30 seconds, remembers geolocation,
date and time.
Apple Health Kit: Apps send and collect gathered health data.

A GoPro experience is
unlike another camera...

http://youtu.be/OrbSRLiIdOk

Apps growing
importance

86%
(total 2.42h/day - Flurry,
spent in on
of time
apps

mobile

Mar14) New trends:
‣ Single purpose apps
(slimmer, faster)

Invisible
Apps you use rarely,
appseven notice,
or don’t
will be used more
- Background tracking
- Health Kit
- App extensions

Select my
Hilton rolled
room out ‘
Choose Your Room’
feature in HiltonHonors
app. Also has mobile
check-in / out
Out in 4,000 global
properties by end 2014
Also up-selling opportunity

Rise of
the silent
traveler
A lot of visitors will buy more/ be

Google Glass to improve customer service

Copenhagen & Edinburgh
Airport, Spring Air &
Virgin Atlantic.

‘We reduce amount of
paper managers need
to carry... ‘and
because devices are
hands-free, managers
are not focusing on a
screen but engage
better with
passengers.’
Copenhagen Airport

Other interesting technology for travel
and marketing
Crypto currencies (Bitcoin)
Commerce everywhere on
mobile
Big data speeds up (34% useful, 7% tagged, 1% useful)
TV/video (apps replacing channels, multi use,
personalized)
Google Physical Web / Beacons

Sum up, most important for travel

Mobile payments is now
Marketing on: Visual +
One2Few
Technology (Google Glass, Apps)
used in service
More time in apps
Self tracking

Thank
you!

More about mobile and travel on
business.everplaces.com/know
ledge
tine@everplaces.com

Sources
Go pro: http://www.theguardian.com/technolog
y/2014/oct/04/rise-of-gopro-wearable-cameras
KPCB / Mary meeker http://s3.amazonaws.com/kpcbweb/f
les/85/Internet_Trends_2014_vFINAL_-_05_28_14-_PDF.pdf?
1401286773
http://www.fool.com/investing/general/2014/10/06/applepay-vs-google-wallet-why-apple-inc- will-win.aspx
http://www.dailymail.co.uk/travel/article-2661519/Google-G
lass-Copenhagen-Airport-airport-trial- use-wearable-tech.html
http://techcrunch.com/2014/04/01/mobile-app-usage-increas
es-in-2014-as-mobile-web-surfng- declines/http://techcrunch.com/2014/04/01/mobile-app-usage-in
creases-in-2014-as-mobile- web-surfng-declines/
P
hysical web: http://google.github.io/ph
ysical-web/?
utm_content=bufercabf9&ut
m_medium=social&utm_source=facebook.com&utm_campaign=buf
er