Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.


The late 90s saw the start of a trend that would change the way we purchase holidays forever. Websites such as Expedia were set up to encourage consumers to go online for their travel needs and now, less than 20 years later, online channels account for 45% of bookings made in Europe, according to Phocuswright. The market is now amidst another major trend as mobile device usage is soaring in the travel sector.




The mobile tipping point

In the travel sector, search queries on mobiles increased by 48% and tablet queries rose by 16% year-on-year, while desktop queries declined by 2% according to Google Q1 Data 2015. As Google is promoting mobile-friendly sites in its mobile search results, and with customers expecting a seamless experience across devices, brands that don't have a mobile strategy in place are in danger of being left behind in an ever-changing search landscape.


Despite Euromonitor expecting over 30% of online travel bookings by 2017 to be made on mobile devices, many brands are yet to see a significant number of bookings via smartphones. Diligent marketers will understand that when evaluating the value of mobile it pays to look beyond simple conversion metrics. If driving mobile traffic isn’t achieving direct conversions, it isn’t necessarily a waste of time (and money).


Many brands still rely on last-click attribution models, which create pitfalls when evaluating the value of mobile. For example, in a pay-per-click campaign, mobile adverts could be driving high volumes of traffic but with a low conversion rate, as people lack confidence in purchasing over a mobile device or are being let down by the experience.


With a last-click attribution model, this would look like wasted advertisment spend, whereas those mobile clicks could be driving conversions through other channels in the form of calls, site purchases from a PC, or visits to a physical shop. This trend is something Google highlighted in its 2014 Travellers Road to Decision study, finding that of the people who used a smartphone for holiday inspiration, 70% went on to book via a computer.


The study also discusses how smartphones are used for holiday inspiration during ‘snacking moments’. These moments are when people find themselves with spare time spent commuting, waiting, watching TV and so on. Consumers want information on their own terms, and brands that are visible (and mobile-optimised) when those moments occur will gain the first-mover advantage and potentially capture the sale early on in the customer journey.


Customers’ paths to purchase are becoming increasingly complex. In fact, nine in ten consumers start an activity on one device and finish it on another. With the rise of mobile phones, customers may interact with an ad to learn more about a holiday and then call the business, download its app, or finish their purchase on a different device altogether.


It can be easy to devalue mobile when it’s difficult and expensive to get a full understanding of how it has played a role in conversions. Using estimated cross-device conversions can help advertisers to measure more activities from mobile and create data-informed bidding decisions, leading to better return on investment.


Trends suggest the share that mobile devices have in the travel search market is only going to increase further, while the smartphone and tablet devices industry itself is only going to produce faster, more user-friendly products. The role of mobile should be a key consideration when planning advertising and content marketing campaigns.

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