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Once upon a time, you had to visit or call a travel agent to plan your getaways. Nowadays, people are flocking to social media for vacation inspiration and search engines to track down their own packages and deals.
While most travel research is performed on desktop, mobile devices are doubling as miniature assistant shoppers — used to compare fare quotes, check destination weather and map out routes in advance. In addition, mobile apps are increasingly employed to book hotels, cars and flights (particularly last-minute), as well as store travel itineraries and provide up-to-the-minute flight information.
Some interesting stats:
It’s clear that the relationship between travel bookings and mobile/social activity has become intertwined, but there’s an exciting amount of room for improvement when it comes to eCommerce advertising, engagement and optimization. Online travel agencies and travel brands alike should evaluate these mobile missed opportunities:
Mark Donovan, SVP of Mobile sums it up nicely in a statement about comScore’s Travel Advisor report: “The on-the-go convenience of smartphones has facilitated their emergence as an essential companion for travelers. We all know how hectic a travel experience can be, but smartphones have really stepped in to meet a variety of needs for travelers, such as coordination of schedules, locations, trip itineraries and transactions. With more than half of all smartphone users now engaging with travel content, there has never been a better opportunity for suppliers and OTAs to invest in their mobile strategies to provide a great experience and win loyalty from their customers.”
Want to learn more about how mobile can help your travel brand? Read Passport to Profit: The Massive Mobile Opportunity for Travel Marketers.