Digital Marketing

Kind Traveller


When every one is focused on loyalty, discounts and coupons, innovation is hard to find. Kind Traveler is an ambitious foray and differentiated. Travel for a cause!

This is how it works. The platform makes the hotel’s charitable cause or sustainability initiative connect with the prospective traveler. The prospective guest can pay as small amount as USD10 and book directly from the hotel to be part of this cause.

Digital Marketing


Jumeirah is one of the few sites which loads fast on mobile. The design is clean and minimalist. Large image with a single pointed focus. The website mentions in collaboration with Google, which made me believe that this is what AMP could deliver (I realised later only the 360 feature was Google). Irrespective I was impressed with the page download speed and aesthetics of Jumeirah. Though there are other sites such as sites of Premier Inn , which boasts of 60% web direct bookings and Hilton, where is the site is an extension of the booking form. In both these sites, the experience is missing.

Google is trying to make the content consumption on mobile devices faster, the reason for AMP project genesis. (The video is highly recommended). The long page load time is definitely a bad experience. Therefore in order to speed up things, Google has made the page as simple as possible; it has its own JS library, HTML script & cache. At the same time Google acts as a CDN, to speed up the distribution. A number of interesting case studies can be found here. WordPress plug in creates the pages in AMP automatically, which loads fast on the mobile. These pages are definitely faster compared to regular mobile responsive pages.

AMP has been primarily made for the content networks such as Washington Post. However recent updates new updates have been made for video & ecommerce.

AMP could be a worthy trail for the Hotels websites, since now images through carousel and soon enough, the video will be enabled (Q4 according to Google). Content along focused call to action may give a good result. Though while researching, I couldn’t find many examples in the region, I feel since the technology is new the adoption is slow.

Mobile rules the impression space and the discovery at this point in time. The mobile experience therefore does deserve focus. AMP along with PWA should be worthy effort in this direction. Both these technologies are not expensive and at the same time deliver rich experience.

What do you feel about “Can we make the web great again?”


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From a world of cross device comparability, Web is increasingly needs to become devise focused to deliver experience. Myntras app only strategy may have failed, but was a step in the right direction. Logically The device which is most of the time with the user should command maximum focus.

Mobile should deliver it own unique experience. Mobile first.

Responsive don’t solve the problem. Increases the download time reminding of the old days when speed was the issue with internet. 

Apps are provide great experience however is limited to the number one can have in the phone and also limited is the discovery. One would find only through an app store or a friend.

Though Progressive Web Application don’t solve 100% of the problem, the step is in the right direction. The sites with PWA such as flipboard and flipkart that I have used are faster and interactive. The big plus is that it doesn’t have a different CMS and can be created as a part of existing site. For those like us,who can only dream of having an in-house tech team, it is a convenient solution. Lighter site increase the page load and therefore conversion.

While Chrome, Opera and Mozilla have full support, Microsoft will be onboard by 2016 year end. Safari should be far behind, even though it threatens the app store concept. Browser support is the only limitation.

Cheers to a new beginning!