How SMS changes the way people travel
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How SMS changes the way people travel
A guide for the Travel IndustryHow SMS changes the way people travel
INTRODUCTION
The global travel industry has been one of the earliest adopters of text messaging technology
implementing a range of mobile services for travelers across the globe. Staying in touch with travel
customers and stakeholders via their mobile phone has proved to be a critical component of any
travel business strategy.
In a recent survey conducted by Clickatell, responses show that 80% of companies surveyed in the
travel industry use SMS to communicate with their customers, compared with 60% who use SMS
internally to make business processes more efficient. The overwhelming majority of companies
surveyed see SMS as a more effective marketing and communications tool that email and fax, and
more discreet than a phone call. From airlines and airports, to hotels and travel portals, mobile
messaging is here to stay.
WHY DOES SMS MAKE BUSINESS SENSE?
• Real time delivery: A SMS is typically delivered within seconds and therefore valuable for
time critical information
• High reach: The number of people with a mobile device in their hand, is growing at an
exponential rate globally
• High response rates: SMS enjoys a higher response rate than email as it is targeted and
personal, and is less invasive than a telephone call
• Cost effectiveness: SMS makes the most financial sense, especially for SMEs wanting to
communicate with an audience on the move. Bulk buying lowers the cost even more.
• Automation: integration with your existing operational software and systems is easy, and
SMS sending can be automated
• Trackable ROI: reporting allows you to determine exactly how effective you campaigns have
been
HOW SMS IS USED TO COMMUNICATE WITH CUSTOMERS
The Clickatell Survey shows that 75% of responders use SMS for sending notifications to customers,
58% use SMS for sales verification and confirmations, and 50% use SMS for CRM purposes. Other
uses include customer support, fraud reduction and emergency alerts. Internal communications and
operations are improved by sending system alerts, notifications, and news, to enhance staff
collaboration.
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Copyright Clickatell, 2007How SMS changes the way people travel
HOW SMS IS USED FOR INTERNAL COMMUNICATION
SMS can also be used as an effective tool for improving operational efficiencies. Companies within
the travel industry use SMS for employee alerts (such as salary notifications, reminders, training
schedules, call outs, news and sales performance updates etc), as well as for system alerts
(customer orders to be attended to, logging customer service calls, systems alerts to notify staff when
there are program/ scripts/ machinery errors and faults).
Top uses of SMS within the Travel industry
• Sales process: sending voucher numbers, one-time passwords, providing quotes, invoices
and chasing balances due
• Confirmations and notifications: Confirming purchases, accommodation or flying dates
and times, flight delays and cancellations, changes to itineraries
• Alerts: Weather or safety alerts, airport security alerts etc
• Travel promotions: Informing customers of upcoming travel specials including flights,
accommodation, and car rentals based on their preferences.
• Travel competitions: Offering prizes in turn for information that will allow you to customize
your offerings to suit your customers
• CRM: sending thank yous, free gifts and alerting customers to their loyalty bonuses
A recent Clickatell survey revealed that 75% of Travel industry players agreed that using SMS
provides their business with a competitive advantage.
Top Success Factors when Implementing an SMS Strategy
(source: Clickatell Customer Survey 2007)
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Copyright Clickatell, 2007How SMS changes the way people travel
SMS & TRAVEL: REAL LIFE EXAMPLES
Leading online travel company, Orbitz.com offers alerts via the mobile phone, PDA, text message or
email. Alert types include: flight arrival delays, flight cancellations, departure delays, or gate changes.
severe weather update, emergency information briefings, 24 hour flight status check, and executive
car service alerts. (source: Orbitz.com)
Lastminute.com offers promotional travel offers to its subscribers via SMS. “We will send
information to SMS subscribers once each week," said Pete Flint, Head of Global Business
Development for lastminute.com. "Subscribers select their preference (city breaks, hotels,
restaurants, theatre etc). Our SMS will detail an offer which reflects their product choice. This
represents a value added service for true 'last minute' customers and people on the move who can
still access lastminute.com's extensive database of products." (source: m-travel)
Online travel portal Travelocity.com has a suite of travel notification tools that allow Travelocity.com
customers to take control of when and where they receive important trip updates. Notifications
include:
Customer Care Alerts
• Schedule Change: Provides information on changes to itineraries due to an airline
• Urgent Reach: Provides important information that could affect travel plans, such as airline
labor actions or airport closures.
Travel Alerts
• Arrival Status: Provides flight arrival time, gate and baggage claim information
• Connection Status: Provides information about the departure of a connecting flight,
including time and gate information.
• Trip Reminder: Provides travel itinerary details for flight, car and/or hotel reservations
• Trip Status: Provides up-to-date departure information, including departure time and gate
number. (source m-travel)
The British Airport Authority (BAA) launched an SMS service called "Flying Messenger" for
passengers who are catching a plane or meeting colleagues at London's Heathrow or Gatwick
airports. (source textually.org)
Israeli airline El Al has also introduced an SMS service to provide flight, check-in or baggage
information. (source textually.org)
Travelers at Jakarta's Soekarno-Hatta Airport can now summon assistance via SMS, such as
requesting toilet paper or complaining about the airport taxi service. The service also lets people
inquire about the status of departing and arriving flights." (source textually.org)
London's Underground provides free text messages to mobile phone with real time travel news and
details of delays before you reach the station. An SMS service is also available for Airport Express
trains to Gatwick, Heathrow and Stansted. This service is also free of charge and available to
customers who book a train ticket via the Web. (source textually.org)
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Copyright Clickatell, 2007How SMS changes the way people travel
Britons traveling abroad to exotic destinations are now able to receive immediate and free travel
health information regarding malaria thanks to a new text messaging service developed by mobile
healthcare specialist iPLATO. The service, funded by GlaxoSmithKline Travel Health as part of the
Malaria Awareness Campaign, allows travelers to text in the name of their destination country to
receive relevant information about the malaria prevalence in that country. (source SMStextnews.com)
CLICKATELL TRAVEL SUCCESS STORIES
The Fairmont
The Fairmont Dubai is one of the premier hotels in the United Arab Emirates,
offering 394 luxury rooms, and a wealth of other amenities to suit both
travellers and local residents.
The Situation
The Fairmont Dubai hosts regular events and promotions which are generally attended by a number
of local customers. The problem lay in making this customer base aware of these promotions at short
notice.
The Solution
The Fairmont Dubai adopted Clickatell's Communicator product to keep in touch with their customers
on a regular basis with short, direct messages. These were particularly effective for special events, as
well as for food and beverage specials that needed to be promoted quickly. Since 80% of the
population in United Arab Emirates have mobile phones, it was a natural choice to select mobile
messaging to get the message across. According to Cleo Eleazar, the Food & Beverage Marketing
Manager.
"Clickatell Communicator has opened up a different market for us, and helped us reach our
customers regularly." Cleo Eleazar, Food & Beverage Marketing Manager, Fairmont Dubai
Hotelzon
Hotelzon International is the leading European hotel reservation technology
provider. The company is one of the oldest hotel booking agencies in Europe
and has a staff of 75 in four countries. Hotelzon International offers a turn-key
hotel booking solution for corporations and travel industry professionals, such as travel agencies,
reservation companies and travel related portals.
The Hotelzon Group will process nearly one million hotel bookings in 2005.
The Situation
In the past Hotelzon were forced to use different SMS software for sending hotel reservation
confirmation messages to customers in different countries. Periodical upgrades and hosting of the
software and introducing new countries and languages proved particularly tedious.
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Copyright Clickatell, 2007How SMS changes the way people travel
The Solution
They opted to use Clickatell's SMTP (Email to SMS) API for all its SMS traffic around the world.
Hotelzon implemented the API solution in approximately 10 days. Originally they had an existing SMS
solution in place but with Clickatell's web service they were able to get rid of the maintenance of their
SMS servers and gateways. The booking confirmation alerts enabled Hotelzon's customers to receive
reservation codes, hotel names & addresses and arrival and departure dates.
The Results
Transparency and operability of the service is outstanding. Integration of the service to its platform
was straight-forward and flexible.
"With the Clickatell SMS solution we are able to deliver SMS to our customers all around the
world in reliable and efficient way." Jouni Peltonen, Hotelzon, Finland
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Copyright Clickatell, 2007How SMS changes the way people travel
About Clickatell
If you would like to SMS enable your business, then Clickatell has a range of products and services
that you can choose from based on the volumes you wish to send and the amount you wish to spend.
Take a look at our products table below to give you some guidance, or else contact our sales team
who will be more than happy to tailor make a solution for you.
www.clickatell.com
Email: sales@clickatell.com
Service Centre: +27 21 910 7700
SMS Volume Clickatell product / API Features
2,500 - 4,500 in one go Clickatell Messenger-PRO • Desktop based application
• Includes contact/address book
• Import contacts via spreadsheet
• Import MS Outlook contacts
• Personalize sender ID
• Can send up to 10,000 messages at once
• 5 Free test credits
4,000 - 5,000 in one go Clickatell Communicator • Web based application
• Includes contact/address book
• Upload contacts via spreadsheet
• Personalize sender ID
• Merge custom fields into message
• 10 Free test credits
Greater than 10,000 Clickatell API • Web based interface
• Immediate capability to deliver and receive
messages to and from any application
• choice of connection options (HTTP/S,
SMPP, SMTP, FTP, XML, Com Object
• Additional code scripts for use with all
interfaces
• Message routing profiles to suit your budget
and redundancy requirements
• 10 Free test credits
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