The development of the Internet has a constant effect on our day to day life, we are more and more dependent on being connected, this alters the way we live. Today connection to the Internet does not involve a specific moment, thanks to our mobile devices it is omnipresent in our lives, this phenomenon is obvious in the tourism industry. Booking a flight, a hire car or a hotel room are processes that have all been simplified and can be carried out at any time, in any place, thanks, in part, to the total connection available with our smartphones and tablets.
Therefore, adapting to new consumer behaviour becomes fundamental for hoteliers that want to make the most of the new opportunities available, seeing as, when it comes to making a booking, the hotelier must offer the client the easiest way to do so, and not just that, to provide the complete experience, they need to help them and provide useful information.
When it comes to making the most of this trend we must bear in mind two phenomena, that, as various “Think with Google” articles and reports highlight, are going to set future company strategies, including the hotel sector: micro moments and dayparting. First things first, let’s define these concepts:
Micro moments: moments when the user satisfies a specific impulse, using their mobile device to access the internet. Three factors come into play simultaneously with micro moments: proper setting, immediacy and the intention to do something. We can classify them in 4 categories depending on the user’s needs:
- “I want to know” Moments: there is no intention to buy, but a search is made for useful information that could determine a future conversion.
- “I want to” Moments: when with an idea in mind, either before or after a purchase, the user searches the best way to carry it out, in other words, they look for help.
- “I want to go” Moments: moments when conversion becomes real and they look for the way to carry it out.
- “I want to buy” Moments: the user is ready to go ahead with the purchase and looks for the easiest and most satisfactory way to do so.
Dayparting: involves dividing the day up in parts so companies can adapt their strategies and satisfy the generated micro moments effectively.
When it comes to mobile devices, the importance of micro-moments is that these allow clients to respond to their impulses any time and anywhere, achieving absolute immediacy. This brings with it the need to respond with the same speed, in other words, when a client books they have certain expectations, and limited patience, so we need to make the most of the opportunity. That is why a satisfactory experience on the hotel’s website is so important. Clients will decide according to the answer they receive in those micro moments.
This is when the dayparting phenomenon comes into play, when we divide the day into parts, depending on the hours, we can see in detail when these micro moments happen.
In the second part of this article we will discuss how to make the most of both these phenomena as well as the essential factors and specific actions to be considered so that your hotel can make the most profit.