Priceline CMO eyes bigger role in on-property purchases via mobile
Priceline wants a bigger role throughout the travel experience, such as enabling hotel check-ins or on-site purchases, and views mobile as essential to realizing these goals.
One of the ways Priceline is building on its initial success in mobile is with more contextually-relevant features, including incorporating location into the company’s iPad application as well as two new products that are launching this week. Although the goal is to drive sales, Priceline’s initiatives are increasingly moving away from viewing mobile solely for last-minute to everyday transactions.
“We are primarily a transaction service,” said Brett Keller, chief marketing officer of Priceline, Norwalk, CT. “We want to help you find and book that hotel as quickly as possible, but we have expanded beyond that a little bit.
“We’ve built some explore tools, we recently launched a product or service in our iPad app that allows you to go in and in a map-based environment, quickly find and explore where you can fly and purchase products at a discounted price,” he said.