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In general, we believe it is better for most destinations, hotels or activities to invest further in a robust, content-rich and fully responsive website that will work seamlessly across mobile devices, rather than investing in an additional, separate mobile app.
From our experience, the added complexity, cost and maintenance required to keep apps updated is usually not worth the small (and decreasing) benefits of an app over a leading-edge mobile web solution. Exceptions to this would be destinations or hotels/venues who have significant and recurring events or conferences where apps can offer specific benefits for attendees and be re-used for future events — or for destinations and businesses where mobile connectivity is a challenge and travelers may value accessing content offline in an app. There may be other use cases, but consider carefully these benefits against the cost of developing, maintaining and, most importantly, marketing an app to your travelers and guests.
In April 2014, Google’s “Mobilgeddon” was the bow shot – a warning to all sites that being mobile-friendly was imperative by favoring those that are in mobile search results. But up until now, despite the exponential growth of mobile search, Google’s index of desktop websites has been the basis of its search results.
That is going to change.
Google is currently rolling out a mobile-first index that will make mobile content, not desktop, the driving factor in rank, even for listings delivered to desktop users. This is still being tested, and how soon it is fully deployed will depend on the results of that testing – but Google is clear that there is no going back.
For sites that utilize responsive design, which Google promotes as the best option for creating a quality mobile user experience, this is an announcement that will have...
The second annual study of the mobile readiness of Destination Marketing Organizations around the world has been published by Miles and Ryerson University in Toronto, Canada.
The Global DMO Mobile Readiness Index is the world’s most comprehensive analysis of the mobile readiness of Destination Marketing Organizations (DMOs) globally. The study is sponsored by Miles and undertaken by the Ted Rogers School of Management at Ryerson University. It surveys the mobile readiness of 231 DMOs around the world including city, state, regional, provincial and national tourism organizations.
The 2016 study updates the Index from 2015 and 2014 to identify trends, leaders and laggards in the critical area of mobile readiness.
In the race towards servicing the mobile enabled traveler, larger US (state & major CVB) destinations plus...
Below are three key ways for DMOs to ensure that their most important marketing channels and content connect with travelers wherever they are in the travel planning funnel, on whatever device they’re using.
Utilize Responsive Design and Cross-Device Targeting
In today’s multi-device world, users want information and data in hand faster, and they want it curated to their wants and needs. So we need to continue to deliver inspiring travel content and user-friendly planning tools across all devices.
The number of available digital devices and platforms has exploded in recent years. As a result, today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands. According to Ericsson’s overview of the global Internet market, 90% of U.S. households have three or more Internet-connected devices, just...
At our September 16 webinar, CA Clark, Lara Ortiz and I presented a road map for enhancing your mobile presence via your mobile-specific or responsive website and in your overall online marketing. Mobile has moved beyond the mainstream to become an increasingly central part of online marketing. The July State of the American Traveler highlighted for the first time that more than 50% of US leisure travelers are now using smartphones in their trip planning. The Global Mobile Readiness Index conducted by Ryerson University (and sponsored by Miles) showed that, as of June 2015, more than 95% of 50 state tourism organizations and the 41...