STUDY: Mobile Bookings Hotter Than Ever
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Travelers are absolutely smitten with mobile.
That’s the latest finding+ from digital advertising company Criteo, which culled information from over 1,000 travel advertisers.
Criteo’s Travel Flash Report illustrates that the summer will again see droves of travelers fiddle with their phones and tablets when it comes to booking that much-needed getaway.
The report found that while the airline industry saw a decrease in use, packages and hotel providers saw a dramatic rise in mobile bookings.
For hotels, that meant five percent more bookings via mobile solutions, which doesn’t take into account apps.
For the moment, apps tend to dominate the industry with 57 percent of bookings opposed to 43 percent coming from mobile web solutions.
And when it comes to OTA bookings, folks aren’t necessarily sprinting to their apps, however. That doesn’t mean smartphones aren’t being used regularly. They are consistently the mode of choice over tablet regarding OTAs – 32 percent to eight percent respectively.
Just imagine a wave of potential travelers popping open their mobile browsers to book a surge of vacations, forgoing both the desktop and, in many cases, those seemingly all-important apps.
Last November, Millward Brown Digital discovered the younger contingent of travelers were more likely to download an app or scour mobile browsers.
One big takeaway is that both apps and mobile browser solutions have increasingly become the dynamic duo for researching travel.
And, Criteo states, mobile has become a procrastinator’s delight: “60% of last-minute travel bookers look to smartphones to do the job.”
But its suggestions are simple, and something we have seen echoed throughout the industry. Having a working app and seamless mobile browser experience is crucial to the industry’s various brands.
For companies, the advice is simple: Inspiration can strike anywhere, and you want to ensure you have the ability to capture that moment when your potential consumer is scouring for a future holiday.
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