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The overwhelming success of smartphones worldwide and the intersection between the mobile and social dimension has led to the rise of the so-called SoLoMo (social local mobile) trend. Today, travel companies can make use of the detailed information on travellers provided by geo-social marketing to target them more accurately. At the same time, consumers have become more demanding and expect to receive real time services wherever they are and at any time.
Location-based services and geo-social networks provide companies with information which is useful in targeting consumers more accurately through tailored offers based on their profiles and current locations.
However, the importance of the SoLoMo trend for travel companies goes well beyond location-based services and consists in the possibility for travellers to receive real time services (including booking capabilities) wherever they are and at any time, before, during or after the trip.
Airlines are offering several mobile services to their customers on the go, including check-ins, flight alerts and the possibility to book on-board services, making mobile devices both a customer service tool and a source of ancillary revenues.
Today, travel companies need to embrace the SoLoMo trend fully, integrating it in their strategies and business models in order to benefit from the increasing share of business generated by the new mobile and social consumers.
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Cindy Frei
MarketResearch.com
240.747.3014
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