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BizReport : Mobile Marketing : May 04, 2015

Less than 1 in 10 hotel reservations made via mobile in 2014

While mobile is fast becoming integrated into many aspects of day to day life and commerce, it is not yet significantly changing the way Americans book accommodation, according to new research.

by Helen Leggatt

A national study conducted by D K Shifflet & Associates among 50,000 U.S. households found that less than 1 in 10 hotel reservations made last year were made via a mobile device. Four percent of those booking accommodation using mobile did so with a tablet and 4% with a smartphone.

Instead, hotel reservations were made using a desktop or laptop computer.

"While many marketers focus their efforts on mobile, it is important to know that most travelers are using other methods to make their reservations including a large majority who still make reservations in more traditional ways," said DKSA vice president Chris Klauda.

Globally, mobile bookings are gaining traction among travelers, with more than one in four transactions booked on mobile devices, according to the 2014 Hotel Price Index. The data also revealed a significant 80%+ increase in bookings made by U.S. mobile users.

Tags: mobile, travel

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