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BizReport : Mobile Marketing : June 23, 2016

Travelers prefer to make bookings on mobile device

Research into mobile travelers' path to purchase reveals that ads with special offers and emails are the top triggers to get them from researching to booking.

by Helen Leggatt

A survey of travelers in the U.S. by Opera Mediaworks reveals much about today's mobile travelers. In fact, it seems as if the tipping point has been reached when it comes to mobile use for travel research and booking.

mobiletravel1.pngOf the 1,000 mobile users surveyed, more than half (51%) said they now prefer mobile to desktop for travel booking. When asked whether they prefer to conduct travel research on mobile or desktop, two-thirds (66%) said mobile.

The survey results appear to bust the myth that consumers use mobile only for travel research causing travel advertisers to be hesitant about mobile's role in booking.

"Travel-related brands must start taking advantage of this shift in mentality by focusing their KPIs more on conversion than awareness and engagement," says Opera Mediaworks.

So, what triggers a mobile traveler to book, rather than just research, on mobile? According to the survey, 1 in 3 said an ad with a specific offer would initiate booking while 1 in 4 said an email announcement. Among 1 in 3, having a booking app such as Orbtiz or JetBlue on their mobile device makes them more likely to book via mobile.

When it comes engaging in travel activities such as visiting attractions, events or dining out, a third of travelers said that having research apps on their device, such as TripAdvisor or Yelp, makes them more likely to engage in such activities.

Tags: mobile, survey, travel booking, travel brands

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