Latest research from eMarketer shows that tablets take up a significant share of travel traffic which is not really a surprise taking into consideration the huge growth predictions for tablet adoption, usage and browsing figures. Mobile traffic is becoming increasingly important in the travel industry, especially with consumers increasing searches made through mobile devices whereas desktop queries are decreasing. For 2013, searches from tablets are expected to increase by 180%. Already tablets overtake Smartphones for hotel website traffic. Adobe’s Hotel Benchmarking Metrics revealed that tablets generate nearly 60% of mobile visits in 2012, which is an incredible figure and shows the sheer power of tablets in tourism. Mobile phones account for 41% of mobile hotel website visits worldwide (eMarketer).
Consumers are increasingly browsing on tablets and Smartphones and their consumer behaviour also becomes more distinct. Tablets are used similarly to desktops whereas mobile phones are used for on the go searches. However, due to the size of tablets, they are used not just at home but also while travelling or during a holiday. In terms of browsing, the average number of page views when using a tablet is 4.9 websites, which is higher than when using a computer or mobile phone with 4.7 and 3.4 pages respectively. This indicates that because of the easy usability of tablets for browsing, consumers are actually looking through more pages than on other devices.
Tourism and tablet browsing
Within Adobe’s study, travel received the most traffic from tablets indicating that travellers were very open to the idea of browsing for holidays and holiday experiences on their tablets rather than mobile phones or desktop computers. Around 11% of total internet traffic comes from consumers using their tablets and 10% using their Smartphones. This is quite interesting, as no other industry received that much tablet traffic nor mobile traffic. For tourism organisations and destinations, it is very important to consider the huge potentials arising from the high figures in terms of mobile and tablet traffic. Optimising all the content available on all channels is absolutely crucial.
More from #DTTT
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]#Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing