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It pays to be mobile-friendly.
At least, such is suggested in a recent report by performance advertising technology company Criteo.
In the company's 2014 Travel Flash Report, numerous findings point to more and more travelers using mobile devices to book on travel websites, whether they are booking a flight, a hotel, a car rental, a cruise or an apartment rental.
Today, 21 percent of hotel bookings are made on smartphones and tablets, via the report's analysis of more than 1,000 travel websites worldwide through the first half of 2014.
What's more, mobile bookings increased by 20 percent from Jan. 1 to June 30, while desktop bookings increased by only 2 percent in the same period.
But it's not just about quantity. When it comes to air travel and car rentals, mobile bookers are spending more, too. The average booking value on mobile devices for air travel was 21 percent higher than the average booking value for desktops. Mobile bookers also spent 13 percent more on average on car rentals than desktop bookers.
Of course, not all mobile devices are created equal. For example, travelers spent an average of $600 more on packages via the iPad, compared to those who booked via any Android device. The report noted that this is mostly due to the fact that large-screen devices make it easier to make more complicated purchases that require multi-tab browsing.
On the flip side, Android ruled when it came to flight bookings, outpacing all other mobile devices. This could be explained by the fact that many who book a flight via an Android device are doing so at the last minute when flights will obviously be more expensive.
But which sector enjoys the most mobile bookings? According to the report, peer-to-peer apartment rentals account for 34 percent of global mobile bookings.
And if you still aren't convinced travel apps are a significant part of the marketplace, consider that 12 percent of all mobile bookings came via apps in the first half of 2014.
"Mobile is the driving force behind the exponential growth in online travel booking and sales, and that's only set to continue in the second half of this year and beyond," said Jason Morse, vice president, mobile product at Criteo, via a press release. "With smart phones and tablets in nearly every consumer's hands today, travel marketers need to think strategically about developing a highly effective omni-channel marketing experience. That means ensuring the entire consumer experience - from the ads to shopping carts - is mobile optimized. Determining budget across desktop and mobile must be completely fluid because consumers are making decisions in real-time, requiring that the booking experience be streamlined and integrated with mobile-friendly payment systems to ease the all-important path to purchase."
So, which regions experienced the most growth in mobile bookings over the first six months of 2014?
Well, it may come as no surprise that Latin America saw a 42 percent increase, given Brazil hosted the 2014 FIFA World Cup.
The United States experienced a 20 percent increase. Bookings jumped in March during Spring Break, fell back down to earth in April, and then climbed and reached their peak as June came to a close.
Asia Pacific bookings grew by a little more than 5 percent, while Europe ended up with flat growth by the end of June.
Looking at all the hotel advertisers studied in the first six months of 2014, both bookings and value grew.
On the other hand, when you look at just online travel agencies (OTAs), bookings climbed 50 percent in Europe and the U.S., but value dipped by 19 percent. Hotel suppliers had flat growth in bookings and value from January through June.
Obviously, the report shows just how important it is to be mobile-friendly in this day and age. If you don't have a mobile-friendly booking platform-or don't have a mobile booking platform at all-you are doing yourself a great disservice as a business. You are losing business from all corners of the world.
Of course, it's also important to still have a user-friendly desktop booking platform. When it comes to hotel bookings, desktops still rule. Travelers spent 30 percent more on accommodation bookings via the desktop than they did via a mobile device.
The study suggests that advertisers should have a fluid desktop booking system for accommodations, but may want to consider spending a good chunk on high-powered mobile booking platforms for other travel categories.
To download Criteo's complete Travel Flash Report, visit: http://criteo.com/resources/travel-flash-report-online-travels-never-looked-so-mobile.
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