Marketing Strategy · Business Development

How can I target hotel guests to download and use a mobile app for ground transportation needs?

Ashley Titus Founder at RAGS Solutions

September 15th, 2016

I am going through the process of providing a mobile app driven reservation system to book a limo 24/7. It is a fragmented market here where, none of the other limo taxi operators use a mobile app for allowing customers to book a ride but latch on to UBER to provide them this means at a cost and also take direct calls from customers to mobilise a ride. As a start-up I see two ways a) marketing to target the local residents to download the App b) face-to-face discussions with hotel staff to ope corporate accounts and use the App to book rides for their guests. Its the hotels that have the most to gain by using the App but getting them on board is a long process and may be best achieved by targeting their guests. As the guests are from out of country, what options do I have to be able to reach them in promoting the use of the App to book a ride. Any suggestions would be appreciated from your experience please.

James Linden VP Business Solutions at Kochava

September 15th, 2016

You could consider running a geo-fenced campaign in and around hotels to target those travelers specifically.  I know companies like Ninth Decimal offer that type of targeting capability.  

Brendon Whateley Founder at Kugadi

September 15th, 2016

I'm not sure if this is going to be helpful... 

But as a frequent business traveller, I'd NEVER download an app for this use. I'd use a recognized brand like Uber, which I, as a traveler, probably already have installed.

On the other hand, if you integrated as a chat-bot in a platform like Facebook -- and others -- that I already have installed, then it is possible that I'd give it a try.. Installing an app is too heavy-weight for anything that I'm not going to use regularly, especially if I have to also create an account, hand over personal info, etc. 

My question to you would be WHY? What is in it for me? Clearly a limo company would love your product, but me as the consumer -- what value does it bring me?

Akanshu Jain Traveling + Startups

September 15th, 2016

I think for activation of this kind of app, why not channelise your communication through travel agents, that way you can get customers on board even before they check in. Also, did you try and do Facebook targeted ads to people who are traveling soon, you can do that using Ad manager and figure out if your service has any takers. Cheers, Akanshu

Shel Horowitz I help organizations thrive by building social transformation into your products, your services, and your marketing

September 15th, 2016

Posters in the hotel lobby and fliers in their room key envelope that say "Explore (destination name) in the comfort of a private limo"

Ashley Titus Founder at RAGS Solutions

September 15th, 2016

Thanks for the feedback, much appreciated. Yes using the suggested methods to target travellers will be analysed over this coming period and will track the results first quarter next year of those that we decide to go for. Regarding value to the traveller, this could be based upon the guest knowing that such an App is available (by the suggested marketing) and thus be in a position to request the hotel front desk staff and concierge to obtain a reservation on behalf of the guest (thus avoiding downloading the app) and at the same time get what we provide i.e. a fixed price upfront and billed to the room, estimates of cost to points of interest available at the front desk, automated notifications of the vehicle status by email, gps tracking options and soon free wifi plus related options. Thanks Akanshu, Shel, Brendon and James!