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`http://www.mobilecommercedaily.com/hotel-brands-must-travel-cross-channel-route-to-bookings-
`report
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`Hotel brands must travel cross-channel route
`to bookings: report
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`By Michael Barris
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`June 15, 2015
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`Marriott’s keyless check-in.
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`Optimizing the cross-channel experience to align with the traveler’s customer journey is key as
`mobile becomes the first screen as well as the primary physical-digital connection, according to a
`report from Sabre.
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`A key finding of the report, “The Future of Hotel Booking – A Guide to Hotel Retailing,” is that
`technology increases conversion rates by capitalizing on moments when travelers are more
`inclined to complete a transaction. The findings point to how, as mobile multiplies the paths to
`purchase and inundates consumers with price and deal information, hotel brands are challenged
`to connect with guests, particularly in booking a stay.
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`“Travelers interacting with brand properties across devices and platforms are expecting a
`unifying, consistent experience throughout that allows them to pick up a booking process on one
`device where they left off another,” said Sarah Kennedy, vice president of marketing and
`strategic development for Sabre Hospitality Solutions, a unit of Sabre Corp., Southlake, TX.
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`“Developing a comprehensive system for syncing shopper profiles across channels, offering
`recognized engagements and experiences at every stage of the purchase path, can ensure
`travelers feel supported regardless of where they choose to book.”
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`Closing gap
`The report was commissioned by Sabre and conducted by PSFK Labs.
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`It urges hoteliers to leverage integrated technology systems to share data across channels and
`devices so travelers have a unified and consistent experience at every stage of the purchase path,
`regardless of where they book.
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`Starwood Hotels’ partnership with Uber fills out the experience for travelers.
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`To engage consumers on their path from discovery to purchase, marketers must sell the way their
`customers wish to buy and ultimately, that means distributing the brand effectively across all
`consumer facing touch points, according to the report.
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`It also emphasizes the importance of helping guests envision the ideal trip, pointing out that
`virtual reality and live-streaming platforms allow hotel brands to immerse their guests in the
`sights, sounds and feel of a destination before booking.
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`In other findings, the report urges hotel marketers to close the gap between discovery and
`purchase to create a smoother booking process by using technology that identifies pertinent
`booking details, uses known data to auto-fill forms or creates one-click transactions.
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`The report also favors using customer data and preferences to treat guests like old friends. Every
`interaction that a customer has with a brand’s digital or physical property gives the hotel insights
`to uniquely tailor every touch point with that individual guest.
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`Hotel brands are working to shift bookings back to their own court as consumers gravitate
`toward online travel agencies such as Priceline and Expedia.
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`Mobile features
`For instance, Marriott International has introduced many mobile features in recent years,
`including keyless check-in, which allows consumers to skip the check-in at the registration desk
`and unlock hotel room doors with their phones.
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`Marriott International promotes its mobile offerings.
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`“This reports affirms what we as marketers are working to achieve,” said Tom Edwards of the
`Marketing Arm, Dallas. “The integration of technology, creating a frictionless consumer
`experience that is personalized via data is the current recipe for success.
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`“The key element to consider is the role that mobile can play to connect the experiences,” he
`said. “From SMS messaging to app acquisition and engagement to immersive experiences
`unlocked through mobile to advocacy and content created through applications to further validate
`the experience, mobile is a key connector.”
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