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 April we present:Tourism Industry Weekly Impact Call – Week 3
The #DTTT hosted its third travel industry impact call, featuring even more valuable contributions and industry-wide insights from around the world. We welcomed more new faces and perspectives, shared recovery plans and followed the progress of destinations as the industry works through the crisis. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold a […]#COVID-19 #collaboration #data #DMOs #industry #tourism
In March we present:Tourism Industry Weekly Impact Call – Week 2
The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]#COVID-19 #collaboration #data #DMOs #industry #tourism
In March we present:Tourism Industry Weekly Impact Call – Week 1
At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]#COVID-19 #collaboration #data #DMOs #impact #industry
In March we present:International Women’s Day – Celebrating Women who are Transforming the Industry
Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry. These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]#International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
In March we present:#Coronavirus – How is the Industry reacting?
⚠️This will be updated daily at 2pm ⚠️ Update: 03/04/2020 British Airways is joining the COVID-19 response by volunteering a company-wide taskforce who will bring their skills and expertise to communities across the UK. 87% of China hotels have now reopened according to a report by STR. Indicating that China is now showing early signs of […]#Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
In February we present:What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content