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Todays messaging platforms provide an appealing
alternative to native apps, welcoming in a new framework
for how the travel industry reaches its customers.
Smart marketers are adapting to this change, ringing in
a new era of better customer service and streamlined
operations. Welcome to the Post-App Economy.
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
About Checkmate
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
Table of contents
Introduction: Welcome to the Post-App Economy 5
How Messaging Addresses the Values of Todays Consumer 7
The Rise of Conversational Marketing 9
About Skift
Skift is a travel intelligence
company that offers news,
data, and services to
professionals in travel and
professional travelers, to help
them make smart decisions
about travel.
Skift is the business
of travel.
This report has been adapted from the co-branded Skift and Checkmate series Welcome to the Post-App Economy.
Read the full series here and learn more about the future of messaging technology at Checkmate.io.
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
Introduction:
Welcome to the Post-App Economy
Whenever a traveler is faced with a challenge, big or small, a common phrase will be
uttered by a friend or colleague: Theres an app for that.
This refrain has defined the mobile space for nearly a decade. But today, an emerging
alternative is driving significant change and providing a more effective way for travel
businesses to deliver mobile experiences. Welcome to the Post-App Economy.
What is the Post-App Economy?
The Post-App Economy consists of rapidly growing messaging channels that provide
brands and businesses with real-time opportunities to interact with customers. This
economy includes both new platforms like Facebook Messengers ambitious scope,
WeChat, and Googles soon to be launched messaging app, as well as established
channels like SMS and web chat. All of these channels allow for real-time, one-to-one
communication, providing an alternative model for the development and distribution of
a mobile experience.
Growth of Messaging Apps vs. Social Networks
Monthly active user for top 4 social networks and messaging apps
Big 4 Messaging Apps
3,500
3,000
2012
2013
2014
2015
Source: BJ Intelligence
Millions
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
Messaging platforms provide development and discovery tools that address the
challenges of native apps and the app stores. Analyst Benedict Evans provides an
outstanding description of these trends in his 16 Mobile Theses. Three characteristics of
these messaging platforms stand stand out:
1. Easy engagement: Unlike apps, messaging services are present on every users
phone, as every device comes with SMS (and Facebook Messenger, the other top
messaging app, has over 1 billion users). The user does not need to visit the app store
and download an app to engage. Messaging with friends and family have habituated
consumers to this communication channel, and travel brands must be ready to engage
in the conversation.
2. Multi-channel: Consumers use many channels in the post-app world. An individual
consumer uses SMS, Facebook Messenger, and Whatsapp when interacting with friends
and family. Unlike apps, where a phone purchase would lock a user into Android or
iOS, individual consumers bounce across channels in the Post-App Economy. Travel
brands must move seamlessly across all of these channels to connect with their
customers.
3. High signal: Messaging demands relevancy. The ping of a new message pulls the
consumer away from his or her day and into the phone. Unlike apps that could sit
undisturbed on the back screen of a users phone, messages clamor for attention.
Messaging services know they cannot abuse this privilege with blast marketing,
and travel brands must ensure their messages contain relevant content based on a
consumers unique interests and needs.
These characteristics present major opportunities for travel brands for two reasons:
Messaging depends upon real-world, last mile activity. Messaging rewards real-time
responses and emphasizes messages that result in action, areas where travel brands
excel. Consumer requests through messaging platforms may demand real-world
follow-up (e.g., please have room service send up a burger or your room has been
assigned). These messages are only helpful when they result in a real-world action.
Purchase frequency is relatively less important. Messaging channels solve for
discovery and engagement, a real challenge for infrequently purchased categories. In
the app economy, discovery was controlled through the popularity of Top 10 lists, which
bene ted intermediaries with the greatest breadth of inventory and product uses (e.g.,
explore, compare, and book across product categories). Infrequent purchase patterns
limited travel brands reach. However, in the post-app economy, reach matters less
because businesses interact directly through the channels that consumers already use.
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
hand experiences.
Authenticity
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
One-to-one Relationships
Being remembered, being greeted by name,
being known as a unique individual are all
impactful moments in which brands cement
their relationship with customers. And while
personal interactions have always been a
hallmark of great service, consumers now see
these interactions as a critical cornerstone of
memorable brands. At the Luxury Interactive
Summit 2015, Milton Pedraza, CEO of the
Luxury Institute, said, As consumers are
more sophisticated and products become
more commoditized, its the delivery of an
experience across channels and a personal
relationship that differentiates brands.
Brands that recognize and communicate with
their customers as unique individuals will
stand out.
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
potential customers.
for exchange.
Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
social media.
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
call.
Response times are challenging for service
delivery interactions. A six-hour response
time would be fine for questions around a
point balance, but for on-property service
delivery this falls short.
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
increased awareness.
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
http://trends.skift.com/
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
Lighten the burden on employees with automated routing and standard replies:
A communications platform lessens work for your teams by ensuring information gets to all relevant
departments and offering standard replies to common questions.
Make it easy for customers to reach your team with the communication channels they
use with friends and family: SMS and messaging are commonplace when communicating with
friends and family; rather than forcing customer to call an 800-number, let customers reach you via
todays channels.
Reduce the workload for your staff through collaboration tools: A shared inbox enables all
teams to effortlessly collaborate when providing service to customers and to know when colleagues
have already solved a problem.
5
6
7
Minimize the work for employees to engage consumers: Equip front-line employees who
deliver service with messaging tools to communicate with customers in real time.
Eliminate the noreply@ and endless phone trees: Be sure any communication channel
used allows customers to respond to and engage with the business (and respond back).
Surface issues and prevent negative reviews by touching base with every customer:
Establish automatic check-ins during a customers visit to uncover and resolve any service issues
before they leave.
Encourage customers to share your successes: Service can have just as many wows as
negatives, so when loyal customers and brand advocates are discovered (particularly through the
touchpoint mentioned in #7 above), establish prompts that enable customers to easily share their
positive experiences, such as texting a TripAdvisor link to the customer post-trip.
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
While many technology trends have resulted in less control over pricing,
distribution and customer relationships, messaging puts power back into
the hands of business operators. The advantages of adopting a messaging
platform are plentiful:
Preventing service issues from escalating and encourage brand champions: The immediacy of
messaging means youll hear about issues early and have the opportunity to solve problems as they
occur rather than letting them go unaddressed and escalating in the mind of the customer. Avoid
begging for forgiveness on public review sites or social media by tackling issues in real time.
Delighting customers in the moment: Because customers can reach the businesses as easily as they
do family and friends, the business hears far more from its customers. Brands are more likely to hear
about special occasions like a birthday or anniversary which introduces the opportunity to surprise
and delight customers with upgrades and extras.
Improving efficiency of your service and operations: For employees, immediate access to every
past interaction with the customer means they can speak confidently to customers, secure in their
knowledge of the customers needs and experience. Instead of starting from zero and enduring
customers frustration at repeating themselves, employees can focus on solving problems, building
personal relationships, and delighting customers.
The emergence of messaging has transformed individual communication patterns. After three decades
of marketing emails haunting spam folders, consumers are delighted by real-time information through
the channels they prefer. As consumers become more accustomed to convenient, real-time, mobile
communications, well expect businesses to adapt accordingly. Companies that recognize these shifts
and adapt their operations to keep pace with consumer behavior can benefit tremendously from more
insightful conversations with their customers, powerful brand differentiation, and increased service
responses. Those who hesitate risk falling behind.
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Whats Next in Mobile: Messaging Strategies for Travel Brands in a Post-App Economy
About Skift
Skift is a business information company focused on travel intelligence
and offers news, data, and services to professionals in travel and
professional travelers, to help them make smart decisions about travel.
Founded in 2012 by media entrepreneur Rafat Ali, Skift is based in
New York City and backed by Lerer Ventures, Advancit Capital and
other marquee media-tech investors.
Visit skift.com for more.
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