InterContinental Hotels Group eyes mobile to combat hotel aggregators
InterContinental strives to create the best experience from start to finish for its customers and keep their loyality to combat OTA.
NEW YORK – An InterContinental Hotel Group executive at the Mobile Marketing Summit: Holiday Focus 2013 said that the company is focusing mobile efforts on the hotel experience over search and booking to counter challenges from sites such as Expedia and booking.com.
In the session “Connecting the guest journey through mobile,” the executive discussed the various ways that mobile can enhance a customer’s hotel stay all the way from the point of search and browsing to checkout. IHG believes that mobile can be used for much more than just a medium for transaction.
“The Expedias have taken over the first two steps [of search and booking],” said Bill Keen, director of mobile solutions and emerging products for Web and interactive marketing at InterContinental Hotels Group, Atlanta. “We try to get people to book direct but they typically book on an aggregator.”