As we got towards the end of 2011, many people were asking me what I thought was next in the world of mobile and whether I had any predictions.
Alongside my Tnooz Predictions 2012, where I pondered whether Apple might cosy up with Kayak, my response was that companies should focus on getting the basics right first (develop a coherent mobile strategy, create mobile optimized versions of their websites) before even worrying about whatâ€™s next.
Iâ€™m a big advocate for creating native or hybrid apps, depending on the type of engagement you desire with your customer (a topic for a whole other post), but creating a mobile optimized website is pretty much a must these days, considering how much search and browsing is done on mobile devices.
It seems a recent report from L2ThinkTank bears out my view.
The report focuses primarily on luxury brands, which they refer to as the Prestige100 (though Iâ€™m not quite sure how Macyâ€™s makes the list – but I digress).
Though the report is limited to luxury brands, itâ€™s my impression that the results are at least directionally applicable to the overall state of mobile maturity across various sectors.
Their research shows that many of these brands are not yet mastering the basics, as indicated by this chart recreated by eMarketer:
So what are the takeaways for the travel sector?
In many ways the results donâ€™t differ much from what I had noted ten months ago in a previous article for Tnooz.
The only companies that fit into the Prestige100 were luxury hotels (one might have thought that carriers such as Singapore Airlines or Emirates, or luxury cruise lines like SilverSea, might have made the cut, but alas, no).
Intercontinental made the “Gifted” class and, as a whole, the “hospitality” segment averaged a score of 86, which falls into the “challenged” category.
The good news is that it puts the hospitality sector as the second highest rated industry, behind retail, but also shows thereâ€™s still a long way to go. And I would further speculate that the scores for the non-luxury hotels would come up even a bit lower still.
NB: The report from L2 is available is below: