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How consumers use mobile devices to research and book travel
17 August 2017 (Edited )
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Google has published some statistics on how people are using mobile devices in travel decisionmaking processes.

Some highlights:

  • 40% of visits to US travel sites and 60% of searches for information about destinations come from mobile devices.
  • Mobile devices account for about 67% of the watch time for popular travel videos on YouTube.
  • 70% of travelers with smartphones use them to research travel.
  • When planning travel, search is the most common way in which people find the brand ultimately booked.
  • Nearly 60% of leisure travelers say a trip was their largest discretionary purchase in the past year.
  • 31% of leisure travelers and 53% of business travelers say they have booked travel on a smartphone.
  • 85% of leisure travelers only decide on activities at the destination.
  • Numbers of searches via smartphone from hotel properties were up by 30% last year.

These findings have some obvious implications for travel businesses and destinations:

  • Have a mobile-friendly Web site.
  • Make sure it’s visible in search.
  • Advertise on sites that are frequented by and accessible to users of mobile devices.
  • There’s a lot of money on the table here: optimize the ability of your advertising, marketing and online information to convert.
  • If customers need to book your offerings (e.g., lodging, tours) , make them easily bookable online.
  • If you provide activities, recreation, local tours, etc. at a destination: be very visible in local searches. And it wouldn’t hurt to keep on the good side of hotel concierges in your area.
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