Article

Mike Owen
Mike Owen 24 November 2015
Categories Mobile

Smartphones: Changing The Online Travel Industry

Modern customers will likely use multiple devices in their holiday booking process, and the user experience needs to be consistent throughout.

 

Google’s new Travel Dashboard

, a series of infographics presenting travel search data, announces "Wherever travellers go, they’re online". And unsurprisingly, travel shoppers are increasingly reliant on the most portable device of all: their smartphones.
 

 

It’s no secret that the online shopping revolution is well and truly underway, with online sales now accounting for a fifth of non-food retail sales in the UK. However, it’s becoming increasingly important for marketers to hone in on exactly which devices their users are utilizing to access their sites, and to tailor their offering accordingly.


Econsultancy cites a compelling statistic: 71% of mobile users bounce back to their search results if the link that they follow isn’t mobile optimized. While some customers may make a note of the site and return to it on their laptop, hoping for this is hardly best-practice marketing.


For important, costly purchases such as holidays, users have traditionally chosen to complete the booking at home on their laptop. However, eMarketer predicts that 2015 will be the tipping point for mobile dominance. Their research forecasts that:

  • In 2015, 54.6% of the 128.8 million US consumers who research travel online will do so from a mobile device – the first year that mobile will take the majority.

  • In 2016, that figure will rise to 62.2%, reaching 71.3% by 2018.

  • In 2015, 37.7% of online travel researchers will actually book their travel on a mobile device.

  • In 2016, that figure will rise to 43.7%, reaching 55% by 2018.

These figures indicate that although shoppers may still feel uncomfortable making weighty financial transactions on their phone, that attitude is unlikely to survive into the next decade. This makes it particularly crucial for brands to begin rethinking their strategy now.


Writing for TNnooz , Susan Lietz warns that "a hotel may see customers book rooms on its website and conclude its mobile ad spend is not working. But cross-device insights reveal how many of those desktop conversions took place after the user was exposed to an ad on their mobile device, and actually may have been a key driver in the action taken."


Modern customers will likely use multiple devices in their holiday booking process, and the quality of the user experience needs to be consistent throughout. Mobile websites must be easily navigable, demonstrably secure and reassuringly familiar for customers already acquainted with the brand’s desktop offering. As Econsultancy says, "Successful marketing to drive visitors to your website will be in vain if visitors have a bad user experience, causing a large proportion of these visitors to leave."


For marketers, this means aiming towards a multichannel approach that tracks the shopper’s journey across multiple devices. While mobile optimization is the top current priority for many travel companies, the next crucial stage of the process will be personalization, tracking each user’s path from general research, to narrowing choices, to finally booking.


At censhare, we’re helping businesses to build multichannel offerings that enable them to deliver a consistent, high-quality experience to their customers across multiple devices and touch points. To find out more, take a look at our range of engagement solutions , including an Editorial System and Online, Mobile and Social Channel Management.

Original Article

Read More About Mobile Marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
14 Facebook post ideas for each and every brand

14 Facebook post ideas for each and every brand

A lack of creativity – like many things in the world – just happens sometimes. There’s nothing wrong with it, it’s not an irregular event. But nowadays, you need far more than a your average post to attract your audience’s attention instead of losing them to your competitors. And if you don’t enhance your strategy with creative ideas that work towards your business goals, your performance is going to weaken.

Jan Zajac
Jan Zajac 19 June 2017
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more
How To Master Localized SEO

How To Master Localized SEO

When you’re rolling out different language versions of your website, ignore localized SEO at your peril. Failing to consider local keywords, backlinks and social media could cost you valuable site visitors. You’re investing a lot of marketing budget in reaching out to new clients. But fail to get eyes on your website and your efforts will be in vain.

David Ost
David Ost 14 June 2017
Read more