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BizReport : Mobile Marketing : December 18, 2015

Three-quarters of online travel booking websites not optimized for mobile

As mobile becomes a popular and convenient way for consumers to book travel a new study reveals the majority of online travel booking services are not optimized for mobile.

by Helen Leggatt

A whopping 76% of online travel booking services are missing out on business because their websites are not optimized for mobile, according to a new study from Radware. By 2019, 25% of all global online travel bookings will be from mobile devices, says the application delivery and cyber security solutions firm.

"The number of sites not optimizing their content for an efficient user experience is way too high," said Matthew Young, performance evangelist at Radware. "Travel companies with physical locations do everything to ensure their customers have a good on-site experience, and the same should hold true for companies where their operations rely on browser interactions, including mobile, to complete their bookings."

More than a third (36%) of online travel booking websites took more than 10 seconds to load on a mobile device, the prime reason for abandonment along with too many requests for images and large image files. Two out of three mobile users expect mobile pages to load within four seconds but the average load time found by Radware was nearer to 7 seconds on iPhone but faster on a Samsung Galaxy S6 (4.1 seconds).

"Consumer habits are changing. Mobile devices are always within arm's reach, so it comes as no surprise that consumers are reaching for them as they research and book travel," says Kent Alstad, VP of Acceleration at Radware. "When planning for the New Year, travel companies must consider whether or not their websites are optimized for mobile, including the length of time it takes for a page to load and not just if it is mobile-responsive. If consumer habits shift and your site isn't in shape, you'll be booking them a one-way ticket to your competitor's door."

Image via Shutterstock

Tags: mobile optimization, online travel, travel booking, travel industry

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