"2016 will see the rise of new methods to complete a payment. Apple Pay is one such example where mobile payments are more secure," Are Morch wrote for his blog. Another hotel marketing trend driven by Millennials and Generation Z is video. "The video is the best way to grab potential guests’ attention and 52% of marketing professionals worldwide say that video has the best return on investment."
AudienceSCAN finds 18.3% of U.S. adults have used smartphones or tablets to access a mobile wallet for payment (Apple Pay, Android Pay, Samsung Pay, PayPal) in the past 6 months.
Another trend Morch writes about is, "Between 30% and 35% of a hotel website’s revenue is a direct result of organic search engine referrals and an optimum content marketing strategy is key to driving this."
Specifically for hotels, Morch sees this developing: "We got reports that Americas in 2016 will be the most liquid country in terms of transaction volume. 2015 was the second highest year ever in global Hotel transactions. Hotel value will continue to rise in 2016, with the highest value increase expected in secondary markets. Cross-border activity will remain strong, and the big targets will be Japan and across Western Europe."
Ski lodges should take measures to allow for mobile wallet payments because AudienceSCAN also finds 12% of Mobile Wallet Users are planning trips to ski resorts in the next 12 months.
"This next generation of travelers prefers cultural tours and hands-on experiences to weekend vacations at a beach hotel. Wasting time under an umbrella is no longer the draw; instead, it’s all about taking life by the horns and doing something worthwhile. And more important record every detail of their journey with the help of new technology."
In fact, AudienceSCAN reports 6.8% of Mobile Wallet Users plan to pay for lessons/instructions for a hobby or sport this year, so hotels and resorts should promote any lessons they offer during a visitor's stay.
"In their effort to meet fast-changing demands, traditional hotels should view recent market shifts as an opportunity. Personalization can no longer be met by hotels known for “standard” experiences. Being an iconic hotel brand may even turn into a constraint when it comes to fulfilling the wide variety of experiences travelers seek."
"Innovators like Airbnb, HomeExchange.com, VRBO, Craigslist and others are tapping directly into shifting demands. Some hotel brands have learned from their successes and, in an effort to maintain their leadership, initiating new development projects employing new approaches, such as hotel properties with both standard rooms and standalone homes, some with shared ownership and managed rentals."
Reach Mobile Wallet Users where their wallets are! AudienceSCAN reveals 44.5% of Mobile Wallet Users took action after receiving mobile smartphone app ads or text message ads in the past 30 days.
"Today, hotels have to seek opportunity on a daily basis and be willing to adapt and change on the go," Morch recommends.