Parsippany,
NJ � April 2013 / Hospitality 1ST / �Stop bombarding mobile travelers
with unnecessary web content that comes from Responsive Web Design. Relevancy,
not redundancy, is key to mobile website success.� This is the message
that Lodging Interactive
is stressing to hotel marketers in 2013. The interactive and social media
marketing agency exclusively servicing the hospitality industry, which
also receives numerous hotel website design awards annually, says hoteliers
need to be mindful that placing too much content on their mobile website
can be more of a traveler deterrent rather than an incentive to book or
buy.
�There
are many definitions of Responsive Web Design (RWD), but our concern is
directed to adapting website content to fit different screen sizes and
reformatting data elements so that they are more easily viewable,� said
DJ Vallauri, Lodging Interactive Founder and President. �What would appear
on a hotel�s website as a three-column copy box would be reduced to one
column of text with smaller images to simplify navigation using a Responsive
Web Design process. But here�s the rub: All content that appears in
the original site is resized and adapted for the mobile web. That means,
a hotel�s 50 page website which contains detailed information on the property,
room types, floor plans, photo galleries, news and press releases, etc.,
all becomes part of the mobile display. Not only is this an overwhelming
amount of data for a mobile environment, but it�s simply not an efficient
format for today�s mobile-dependent travelers who demand quick, relevant
information.
�For
this reason and many more, we at Lodging Interactive believe that from
a website design standpoint, two separate versions are needed: one for
the desktop and tablet, and a separate website architecturally optimized
for mobile users that provides them with just the information they need
to engage with the hotel and make their experience rewarding,� Vallauri
said. �Ignoring the needs and demands of smartphone users for the sake
of technology will only turn them away, versus driving new business and
creating new loyal customers.�
Lodging
Interactive identifies the Top 5 Reasons that Responsive Web Design is
Not a Best Practice:
1.
�One Web� May �Fit� All, But Should It?
While
RWD aims to scale and stream web content to a variety of mobile devices
with differing screen sizes, it may not be the best option for hotels or
brands looking to deliver unique and innovative experiences to guests.
A key reason that consumers have become dependent on mobile technology
is that it provides them with a shortcut to instant information. If a traveler
had the time available to navigate through multiple pages of hotel information
and peruse photos, read reviews, etc., chances are he or she would do so
via the proprietary website via a laptop, desktop or tablet.
2.
RWD Increases Data Load Time
Consumers
are flocking to mobile technology because of its convenience and easy access
to information. Those benefits become moot when a user is trying to load
content from a 50-page hotel website. A mobile web version would dramatically
reduce data load time and simultaneously remove any undue stress associated
with trying to access hotel information.
3.
RWD Ignores the Core Desires of Users
Studies
show that consumers are using their smartphones as a primary device versus
a PC or laptop. As this market continues to grow, it makes good business
sense to deliver data in a way that is relevant to this target audience.
Mobile savvy consumers are leaving the PC environment for a reason. Bombarding
them with an overabundance of traditional web content is pointless.
4.
RWD Takes Longer to Build and is More Expensive
Just
keeping up with the demands of maintaining a hotel�s mobile strategy is
challenging. Why complicate the matter by establishing a plan that is challenging
to execute and costly to build? Standard mobile website development takes
far less time and at a cost much less than what a typical Responsive Website
Designer would charge.
5.
RWD Content Management is Cumbersome
If
you thought implementing the RWD program was difficult, try managing the
content on an ongoing basis and updating images, descriptions, promotions,
etc. on the fly. Lodging Interactive assumes the content management role
for its Mobile Website customers. Not only does this take a lot of pressure
off hoteliers shoulders, but it guarantees that all content remains fresh
and relevant for mobile customers.
Mobile
Website Design Making a Difference
Lodging
Interactive offers customized, hosted mobile solutions for hotels and resorts
of all sizes and brand affiliations. The technology enables fast download
time for all iPhone and Blackberry users worldwide, along with easy navigation,
stunning image photo galleries and connections to Facebook and Twitter.
In addition, Lodging Interactive�s mobile marketing services enable direct
hotel-to-consumer communications via SMS text messaging.
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Lodging
Interactive�s mobile website service enables hotels to offer mobile users
a dynamic and streamlined user experience regardless of mobile device.
Pages can detail the property, including description of rooms, amenities,
premise, packages, restaurants, spas, recreation facilities, loyalty programs
and online reservations. Additional features may include mapping and directions,
click-to-call functionality, photo gallery, embedded video capability,
convention and/or meeting listings, social media links, guest reviews and
more. Mobile website management and hosting also is provided by Lodging
Interactive. The company�s mobile website code automatically redirects
mobile users to the hotel�s mobile website.
�While
responsive design can help hotels achieve a certain measure of consistency
across channels, the real prize lies with the ability to create unique
experiences for guests,� Vallauri said. �Lodging Interactive will design
a mobile website experience for each hotel that delivers higher engagement
and contributes to overall mobile strategy success.�
About
Lodging Interactive
Lodging
Interactive, headquartered in Parsippany, NJ, is an award winning leading
provider of Internet Marketing Services to the hospitality, spa and restaurant
industries. The company provides a portfolio of effective hotel Internet
marketing services to hundreds of hotels, resorts, ownership properties,
spas and restaurants. Clients include branded hotels from nearly every
major brand as well as prestigious, landmark independent hotels.
Through
its CoMMingle Social Media Marketing
Agency operating division, the Company offers hospitality focused and
fully managed outsourced hotel social media marketing customized solutions.
Lodging Interactive is an award winning interactive marketing agency and
has been recognized as a leader by the International Academy of Visual
Arts, Interactive Media Awards, Web Marketing Association and Travel Weekly�s
Magellan Awards.
Lodging
Interactive is a proud supporter of the Hotel Sales & Marketing Association
International (HSMAI) and is a Preferred Vendor for Best Western International.
For more information, contact Roman Aluisy, Director of Business Development
at sales@lodginginteractive.com
or at 877-291-4411 ext 705. The company�s website is located at www.LodgingInteractive.com.
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Media Contact:
Barb
Worcester
PRpro for Lodging Interactive
440-930-5770 Direct
440-320-3366 Mobile
or
DJ
Vallauri
Lodging Interactive
877-291-4411 ext. 704
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