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Hotels.com

Optimised for mobile booking

Hotels.com has been rapidly expanding its mobile and tablet presence so we delivered a detailed customer experience strategy for their mobile proposition.

The challenge

Hotels.com needed to optimise their mobile offering in line with customer requirements, with the further aim of producing results that would improve brand experience, customer satisfaction and loyalty through their mobile channel.

The main objectives were to:

  • Gain a full understanding of smartphone users' use of mobile sites and apps to guide the development of the Hotels.com mobile website and iPhone/Android apps
  • Find out more about how customers use smartphones to research, plan and book travel
  • Research how smartphones are used by customers during travel, and after they have arrived at their destination
  • Pinpoint the different needs of business travellers and leisure travellers

Knowing how our customers use mobile technology is crucial for us. The study designed and delivered by Webcredible was invaluable in providing the depth and breadth of information we required.

Jonathan Baker-Bates

Web Director, Hotels.com

Our approach

To glean real-time and in-depth insight, we ran a diary study with 30 participants about to go abroad, an equal split of business travellers, holidaymakers without children and families:

  1. We had participants keep track of all their mobile/tablet interactions before they went abroad, whilst away and when back in the UK. Participants recorded their activities digitally, through text and video, reporting back to us in real time.

  2. We closely analysed the data, paying close attention to the stages of app use across booking, travelling and arrival.

  3. We ran in-depth interviews with all participants so as to explore their behaviour and activities in more detail.

  4. We analysed all the data and presented back our proposed mobile strategy, highlighting specific opportunities to increase engagement with customers. 

Impact & results

Hotels.com deployed our suggested mobile and tablet strategy to optimise their mobile proposition and differentiate themselves from the competition.

Our recommendations and suggestions gave Hotels.com direction for future development of their mobile apps and website, offering opportunities for expansion in a rapidly changing marketplace.

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Get in touch

Phone

+44 (0)20 7423 6320

Address

133 Park Street
London
SE1 9ED
United Kingdom

Thank you for contacting Webcredible! We'll do everything we can to get back to you within 2-3 working days.


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