Hotels.com

The challenge

Hotels.com (part of Expedia Inc.) 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 of the project were to:

• Gain a full understanding of smartphone users' use of mobile sites and applications (and any other activity) to guide the development of the Hotels.com mobile website and iPhone/Android apps
• Find out more about how people use smartphones in relation to researching, planning and booking travel
• Research how smartphones are used by travellers while they travel to their destination and how they're used during holidays and business trips
• Focus on and understand the differences between two main customer segments - business travellers and leisure travellers
• Discover the barriers preventing some users from travel-related smartphone use

Impact & results

Our recommendations and suggestions gave Hotels.com direction for developing mobile apps for the iPhone, Android and other platforms to extend the Hotels.com brand experience and take advantage of the fast growth in smartphone use.

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

Our approach

We delivered a research-driven design approach to Hotels.com to ensure the success of their mobile strategy. We performed in-depth research to provide real insight into the behaviours and needs of the Hotels.com audiences throughout the customer lifecycle as well as our expert knowledge into smartphone trends and customer experience best practices.

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