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.

Researching deals, looking for ideas or reading reviews for your holiday or city break has never been easier or quicker. And this is largely thanks to the advancing capabilities of smartphones and tablets.

However, there may still be obstacles for some when it comes to making bookings through mobiles.  

The World Tourism Organisation expects mobile to account for more than 30% of online travel sales by 2017.  Couple this with the IAB’s recent findings that mobile ad spend has broken the £1bn barrier and now accounts for £1 in every £6 spent on digital advertising and it is clear that mobile, or rather a thoughtful use of smartphone-based marketing, is something that cannot be ignored by the travel industry.

Travel brands may not be able to exploit this given the sheer quantity of people not booking their holidays on their mobile device. The most recent ABTA Consumer Trends report revealed that of those who booked at least one holiday abroad online in the 12 months to August 2013 (49% those surveyed), the vast majority (96%) used a PC or laptop as their booking device.

On top of that, the figures show no growth from 2012 in the number of people using a mobile or tablet to book. In fact, there is a significant decline, particularly amongst those aged 25 to 34. Far from a minor blip, the number of 25-34 year olds booking via mobile dropped from 22% to 13%, while tablet bookings dropped from 16% to 11%. With desktop bookings increasing significantly across the board, the figures represent a stark contrast from the known increase in tablet and mobile browsing behaviour. 

In light of these seemingly opposing trends, it begs an important question: Why are people still choosing PCs and desktops to book their holiday? Perhaps the answer lies with functionality and performance.

According to a recent article from Econsultancy, none of the top 50 airlines in the world have a responsive website.  And while 76% offer separate mobile and desktop sites, 22% don’t have a mobile site at all.  This sets the industry at odds with user behaviour and is potentially losing the travel industry revenue.

However, with reports of optimism from the global travel industry on growth in 2014, with the World Tourism Organisation predicting a 4% increase in travel spending, above the IMF’s 3.7% global economic growth forecast, the outlook is encouraging.

Coupled with consumer browsing behaviour trends, travel brands have an excellent opportunity to overhaul their online services to make the customer journey seamless across all devices. If consumers are browsing on mobile but not purchasing, brands need to interrogate the disconnect and ensure they are able to get their slice of this growing pie. In essence, getting your mobile offering right is, frankly, essential.

Especially in light of new competition heralded by the emergence of the first mobile-only travel agencies. At the moment these companies are niche players, focusing on ‘tonight-only’ bookings made by travellers on the move. However, in an increasingly competitive mobile market, the most successful mobile-only travel agencies are expected to reach the mainstream market in the next couple of years. Such forward-thinking brands will be well-placed to gain a valuable share of the market at the expense of traditional online booking agencies that haven’t addressed mobile user behaviour. 

Therefore, it is crucial for travel brands to create the right environment for consumers and the evolving role of smartphones and tablets means all travel players will need to embrace these platforms rapidly. Specifically, this constitutes forming a totally seamless online experience and purchasing journey. By putting these measures in place, travel brands can expect to see higher levels of cross-platform engagement and increased sales.

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