Mobility – Perhaps the biggest buzzword in the last couple of years, fast-paced lifestyles have prompted the need for most people to ditch computers and switch to Mobile devices for internet access.
NB: This is an article from RateGain
As per May 2022 data sourced from Statcounter, a whopping 59.02% of the Internet traffic comes from mobile devices as compared to 38.65% from Desktops. This heightened demand for mobility opens up new marketing avenues for businesses in the travel and hospitality sector to tap into, by offering what is called Mobile Rates or Mobile-only Rates.
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Mobile Rates – Drive Traffic from Device Specific Channels
Mobile Rates are specially discounted rates that are offered to guests browsing for hotel room reservations through a mobile app or a mobile browser. This helps generate more conversions as new customers that are on the lookout for great deals are likely to book without second thoughts, and loyal bookers are likely to come back to the mobile site/app over and over again.
This is more relevant in the travel segment where Travelport Digital estimates that as many as 80% of travelers use a mobile app while doing research for a holiday trip they are planning.
Mobile Rates as on Booking.com
About 5 years ago was when Mobile took over as the preferred device for customers on Booking.com, where more than half the accommodation reservations made in 2018 were through a mobile device, either using the Booking.com app, or the Booking.com mobile website.
Presently, the Booking.com app is the most downloaded travel app on the planet for the time period of Jan-Mar 2022, thus making it our fastest growing booker segment.
To help partner hotels make the most of this trend, Booking.com offers partners the ability to boost their booking by as much as 22% by setting mobile rates on their properties.
Connected properties can set up these mobile rates in their property management systems by activating and setting up the Promotions API. In the absence of this API, properties can set up mobile rates on the extranet, under the ‘Rates & Availability’ tab.
The rates can be changed, edited or modified at any time with no restriction or compulsion.
The Advantages and Benefits of Mobile Rates
Doing so benefits the partners in ways more than one – Firstly, it helps improve occupancy. Secondly, it increases conversion rates. Thirdly, it boosts your property’s visibility on the platform.
- Occupancy: By offering a discounted mobile-only rate, potential guests are more likely to book, thus driving traffic to your property and improving the occupancy.
- Conversions: People who notice a marked difference in the prices on the mobile sites are more likely to book, thus resulting in increased conversions and sales.
- Visibility: Offering a better price is more likely to show your property on the top of the list when filtered and sorted by discounts, mobile-only rates, or price. Properties that offer Mobile Rates benefit from a special badge appearing next to the property name, both on search results and on your property page.
Additionally, people who get a great deal are more likely to review and recommend your property, thus boosting visibility, reputation, and booker confidence.
Setting Mobile Rates through RezGain
At RezGain, we’ve partnered with Booking.com to bring Mobile Rate management directly on our platform, accessible and configurable with a few clicks. Simply head over to the property you wish to set mobile rates for, and define the rates.
These rates apply to all your rooms and rate plans for site visitors arriving from the Booking.com app or mobile browser all year round, but up to 30 dates can be configured through the course of the year when the offered discount does not apply. A minimum discount of 10% is recommended, so as to obtain better conversion rates, but a higher rate most often leads to greater conversions.
Note: Mobile Rate discounts are provided over and above any other promotion you may have set or opted for, including the Booking.com Genius program for partners. The only exceptions where these rates don’t apply include Country rates, Deals of the Day, and Limited Time Deals.