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BizReport : Mobile Marketing : August 02, 2013

28% of young holiday planners use mobile to book a trip

Today's holiday planners have so much information at their fingertips that there's little incentive to employ the services of a travel agent, according to a new report from Tradedoubler.

by Helen Leggatt

Putting together a holiday using online websites and apps is easier than ever, and 62% of the 2,500 European smartphone owners surveyed online for the Tradedoubler Insight Unit by Fox Insights do just that.

Booking flights and accommodation separately is a growing trend and, found the report, just 41% now want a package deal and even less, 20%, are looking for all-inclusive getaways.

The use of performance marketing sites and apps is also on the up. More than half now use such sites to research the best holiday prices (59%), hotels rates (57%) and flight costs (53%).

"Even at the research stage of choosing a holiday destination, 44% of travelers are using price-focused performance marketing sites - almost as many as those that seek out ideas and information via online travel agents (50%)," says TradeDoubler.

Mobile is also playing an increasing role in the discovery and booking of holidays. TradeDoubler's whitepaper, 'Performance Marketing: Travelers & Purchase Paths', found that a fifth of holiday makers now use their mobile device to book a trip, rising to 28% among tech-savvy younger demographics between the ages of 25 and 34.

Tags: Europe, holiday trends, mobile app, mobile trends, travel agent, travel commerce, travel shopping

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