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“As smartphones become ubiquitous among travelers, DMOs and SMBs can attract and retain customers by offering mobile features that guide travelers through their destination, not just to their destination”
This was the verdict of eMarketer, based on a new analysis of the usage of mobile to do local searches for restaurants and things to do while traveling.
Almost half have travel apps now
Almost half (43%) of US travelers with smart phones have installed travel apps, and 30% has several of them.
That’s in line with the general trend, as most travelers today get their mobile out during their trip. MMGY Global, a travel marketing agency, and Harrison Group have discovered that among US leisure travelers, 62% used their smartphones and 43% used tablets.
Travelers who search are open for suggestions
Travelers use their phones to search for places to sleep, eat and things to do, says a comScore report, which found that two-thirds of local business searches for hotel and travel information in December 2012 were nonspecific, suggesting that people looking for travel information on the local level are seeking suggestions, rather than planning pre-decided activities. This means they are open for new restaurants, hotels and experiences to woo them. This is great news for businesses that have made sure to optimize for mobile search with mobile optimized pages.
Travel info missing in most hotel apps
Despite the demand for travel-related information most organizations in travel, in particular hotels, have so far failed to provide their guests with this service, this provides an opportunity for DMOs and hotels to engage travelers with this kind of information.
Guests appreciate curated recommendations
One hotel which is leading the charge on this is Hotel Alexandra, a boutique hotel in Copenhagen. The hotel has a distinct Design-focused identity with classic furniture and art all over the hotel. As such, they attract many design-interested travelers.
Hotel Alexandra recently decided to service their design-loving target audience with a custom city guide focusing on design. It includes places to eat and visit that provide a great design experience. All the locations in the guide are personally selected by staff and management at the hotel, who’ve also taken into account what guests ask for at the front desk most often.
Their app is free, you can check it out here
Read more about the report from eMarketer
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By Tine Thygesen, CEO of Everplaces
[email protected]
If you’re considering making a in-destination app we’d love to help. Here’s some of the 60 apps we’ve already made with our partners and clients.
A report about branded app usage helps digital marketing managers understand how consumers use branded apps. The report is full of good news for marketeers.
Most people use branded apps
More than half of smart phone users say they regularly use a store, brand or product app, says a February 2013 study conducted by Ipsos OTX and Ipsos Global Advisor, this demonstrates that it can be worthwhile producing apps for engagement.
Most popular for More info, then Deals
The good news for marketeers is that most people use the apps because they want to engage with the brand. In earlier years, many brands made games and gimmicky apps to create contact, but now utility apps are becoming more popular.
Apps are best for engagement
The general trend we’re seeing at Everplaces is that organizations are starting to use apps more to engage, than to build awareness. For example, in tourism we see a lot of focus on “in destination” information, the purpose of which is to improve the stay of the tourist, who then in turn is more likely to spread their good experience and talk about the destination on social media. Or brands that use apps to extend the experience for visitors to their website, offering an app that showcases products and shows the nearest store. This is in order to capitalize on the traffic and extend the conversation.
Apps increase purchasing intent
Perhaps the best news from the report is that consumers seeking more information via an app typically become more interested in purchasing in the process, as such 52% are more interested in buying after using the branded app.
Cross promotion
What’s also clear from the report is that mobile apps often act as the gateway to the organization, so the consumer can find their way to web pages, social media pages, competitions or tools. As such, the consumer uses the branded app almost as a bookmark so they get to the information they need in the fastest possible way.
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By Tine Thygesen, CEO of Everplaces
[email protected]
If you’re considering making a branded app we’d love to help.
Everplaces ambassador and guest blogger, Nana Hagel, continues her tour in lovely Copenhagen. Join her as she shares her discoveries in this wonderful Copenhagen collection.
After having spent a day in Nørrebro, let’s move on to some of the city’s other neighbourhoods. We’ll start the day in my second favourite neighbourhood: Vesterbro. Copenhageners often say that while Nørrebro is for the young, poor and rebellious at heart, Vesterbro has been occupied by the more settled families with 9 to 5 jobs. This may be partially true, but Vesterbro is as diverse as any other neighbourhood and there’s something for everyone here.
If you’re into fashion, Vesterbro has a pretty large variety of shops that will make your banker lose his mind. One of these is DANSK on Istedgade. Here you’ll find locally designed clothes that are colourful, comfortable and very pretty. A block south of Istedgade is Sønder Boulevard – a popular place to hangout during the summer. Buy a refreshing drink at the popular café Dyrehaven and watch the Copenhagen life pass by.
One of the best things about Copenhagen is the amount of water and open space that characterize the city. Harbour baths are everywhere, and it’s perfectly safe to just jump into the water and cool off. Being able to swim in the middle of a city is like balm for a busy soul, but the popular spots can be a bit crowded in the summer. Nokken is a quick bike ride from Vesterbro, and this little gem is rather unknown to most people, so around here you’ll have the water all to yourself!
From Nokken you have easy access to the island of Amager, home to some of the most interesting architecture in the city. Start off with a visit to the Tietgen Student Hall, a fascinating round dorm just next to the University of Copenhagen. Ride your bike south down Ørestad Boulevard and stop by the VM-Bjerget, another cool piece of architecture designed by the Danish darling Bjarke Ingels and his team at BIG.
If your stomach has started to rumble, it’s time to ride your bike or jump on the new metro straight into the city centre. Though crowded and touristy in the high-season, Torvehallerne is definitely worth a visit. These two covered food markets are like heaven for anyone with a culinary interest, and there is a lot to both eat and see. Take your time and be sure to visit both the section with commodities and prepared food.
All that biking around calls for an ice cream break, doesn’t it? For that, there’s only one place to go: Hviids Is on Østerbro. You have to do another quick bike ride from the city center, but once you taste their homemade Italian popsicles, you won’t be sorry you came here. Actually, you’ll probably be screaming for more! So have as many as your conscience allows you to and be sure to enjoy them here on Olufsvej – a beautiful cobblestoned street with house facades in all colours of the rainbow.
When it’s time for dinner, get back on your bike. Destination: the Meatpacking District of Vesterbro. Still home to the city’s meat production, this industrial area has actually become a hipster hangout. A few years back, the Copenhagen Municipality decided to rebrand the area and they have been successful in doing so – the place is filled with popular restaurants and bars. Have a tasty sourdough pizza at Mother and end the day with a drink and dance under the stars in one of the neighbouring bars.
You can check out and save Nana’s Copenhagen collection on Everplaces. Collections are a great way to share your favourite places on Everplaces, or create mini-guides for visiting friends & family.
Nana is a freelance travel journalist and a big food lover. She loves taking photos and uses the city as an inspiration.