Would you book a hotel room because it offered video content via mobile devices? That’s not the first perk we look for, but it’s apparently important to a significant number of travelers.
According to a nationwide survey, travelers prefer to access Pay-Per-View (PPV) and video content via mobile devices when staying at a hotel, with 67 percent of respondents citing they are more likely to purchase content that can be accessed via a smartphone or tablet.
Opportunity to improve engagement with guests
In addition, almost 75 percent were likely to book a hotel if it offered services and video accessible from a mobile device.
Such data identifies an opportunity for the hospitality industry to improve engagement with guests and recuperate lost revenues by enabling anytime, anywhere access to entertainment content for customers.
“We’re seeing consumer preferences move away from static TV and toward viewing content from any device, anywhere,” said Jim Mains, Senior Vice President of Products and Programs at Smith Micro, a leading provider of wireless and mobility solutions.
“Historically, the hospitality industry has faced many challenges in devising a content strategy that would address shifts in consumer behavior while replacing lost revenue from consumers using their own devices for content.
While business travelers and vacationers have different preferences, one constant remains: accessing video content from a mobile device is a valuable asset and ultimately a deciding factor when selecting a hotel.”
The research, conducted by uSamp on behalf of Smith Micro, polled more than 700 smartphone and tablet users across the US about their current travel and video consumption habits and preferences.
More than 72 percent were interested in accessing some form of hotel video content from their mobile device, and 88 percent were likely to access mobile video available as part of a hotel’s Wi-Fi plan.
Of those not interested in accessing video from their mobile device, one-third of respondents cited concerns about data charges.
Chance to generate revenue
This represents an opportunity for hotels seeking to recuperate potential lost revenue by offering bundled services of video content and hotel Wi-Fi to guests, who want the ability to access content but do not want to pay high fees.
“In this age of mobile and social networking, hotels and resorts are now expected to provide their guests with an interactive entertainment experience, which includes access to high-quality video content anywhere, anytime.
Smith Micro is enabling them to monetize live and on-demand content delivery, efficiently and reliably, through mobile devices,” said Mains.
For the full survey report, please visit www.smithmicro.com/hospitality-survey.
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