More and more people book hotel accommodation while on the go - from smart phones. With the new mobile website from Rica Hotels the booking process is made even easier.
Mobile use of Rica Hotels website has tripled in recent years, and only the last year, the number of visitors from mobile devices and tablets has doubled. With the new mobile pages the hotel chain expect to improve the digital experience for their guests before they check-in.
- With the mobile pages in place, we expect a continued increase in mobile usage and think more of our guests will choose to book a hotel room from their smart phone - whether they are sitting at home on the couch or on the go, says commercial director of Rica Hotels, Paul Semb-Johansson.
1 of 3 order by phone
The trend of recent years is clear: Holidays and summer is high season for mobile use of the hotel chain's website.
- Our experience is that more and more people order hotel room while en route on his journey, and this summer we expect that as many as one in three online orders will come from a mobile device, says Semb-Johansson.
The solution Rica Hotels has chosen is purely mobile web pages for an optimal user experience on small screens. The content is largely the same as on the usual websites, but items such as large buttons and search fields makes it easy to press forward to the information you are looking for. For guests who wants to find the nearest Rica hotel, the page provides a location-based search.
Quick and easy
Mobile users are less patient than other visitors to the website. The visits are shorter in time, mobile users visit fewer pages and they disappear quickly if the pages are not quick and easy enough.
- User tests show that the average time it takes to complete a booking has decreased from approx. four minutes to less than a half minute of the new pages, says Steffen Kalve, head of digital media in Rica Hotels.
- We have given priority to develop mobile websites before a mobile application, as guests on the go should not have to download and install an app to make a quick order, continues Kalve. This harmonizes with our philosophy that it should be easy to book accommodation on our website, and to always find the best prices with us.