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BizReport : Mobile Marketing : March 16, 2016


Mobile's effect on college students' Spring Break booking habits

Once upon a time, college students booked their spring break months in advance. Thanks to mobile, that is no longer the case, according to new research released by Priceline.com, and it is now a last minute activity.

by Helen Leggatt

U.S. college students have begun embarking on Spring Break trips and the season ends at the beginning of April. However, while in times gone by students booked their spring break trips well in advance, new travel patterns have emerged thanks to mobile.

When Priceline looked at hotel bookings made by college students during the Spring Break season (21 Feb - 5 April 2016), they found that more than half (56%) of hotel rooms were booked on the same day of check-in. Just 3% of college students booked a week or more in advance.

Instead of booking in advance, students are now using mobile and social media to keep tabs on the best prices, the weather and discovering which are the trending locations. They are also keeping their costs down with nearly all (90%) of those booking via mobile opting for a long or regular weekend away rather than a full week.

"Travelers broadly, and college students in particular, can afford to be very picky with their spring break choices," said Brett Keller, Chief Operating Officer at priceline.com. "We've seen the impact of today's mobile culture on travel first-hand and it has empowered customers to take the trips that matter to them."

Research by marketing analytics firm Jumpshot shows that the traditional beach party hedonistic Spring Break is not necessarily what all Millennials desire. They want more than wild parties, they want experiences, and are looking to urban spot such as New York City and L.A. According to Jumpshot, spring break searchers were 2.3 times more likely to search for a flight to NYC or LA over a flight to Miami. https://www.jumpshot.com/spring-break-2016-edition-millennials-go-urban/

Image via Shutterstock

Tags: mobile, Spring Break, travel booking, U.S.










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