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How consumers use mobile devices to research and book travel

How consumers use mobile devices to research and book travel
By
17 August 2017 (Edited 17 August 2017)



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.

If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs    - David
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External Article: https://www.thinkwithgoogle.com/_qs/documents/594/travel-infographic-mobile-shapes-customer-journey-c.pdf


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