Why Mobile Matters for Travel Marketers
Anyone who’s read this blog (or the main blog), knows that I think mobile’s going to be huge. All signs point to that fact.
Not “forecast.” Or “prediction.” Or “guess.”
Fact.
Whether it’s Booking.com tripling its mobile business last year or (according to Business Travel News), Choice getting 10% of its bookings from mobile or La Quinta getting 23% of its traffic from mobile, mobile is beginning to represent some meaningful numbers.
And as the Business Travel News article linked above highlights, the growth these players shared “…does not take into account the growing volume of bookings from third-party mobile sites and apps, available not only from the legacy online travel agencies but the ever-expanding list of startups targeting the hotel sector.”
Guests and passengers and travelers in general use mobile because it helps them accomplish their goals. Both research and my experience suggest that consumers no longer care about “channels” or, for that matter, devices. They’ll use whatever’s handy — desktop, laptop, tablet, or mobile phone — to meet their needs. In fact, Pew notes that a growing number of people use their mobile phone as their primary means of accessing the Internet, bypassing the desktop altogether (while some of Pew’s research in this area refers primarily to teens, A. it’s also true many older demographics use “cell-mostly” internet, and B. Gen Y and Millennial demographic cohorts represent your customers in just a few years).
Why do travelers use mobile so much?
Because it’s always at hand.
Literally.
So, the fact remains, your guests and passengers increasingly rely on mobile to research, shop, browse, and buy travel and related services. The question is: Are you helping them?
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