Asian mobile adoption

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Travel Tech

Whilst mobile bookings in Asia are lower in number than in most of the developed world, the rate of adoption of mobile is increasingly exponentially, as reported by Hotel Marketer.

Catching Up

As stated by Google’s industry head of travel for Southeast Asia, Bambos Kaisharis, around 25% of all travel-related bookings are made online in Asia as compared to 50% in the United States. However he also said that mobile searches have started overtaking desktop searches in many parts of Asia, particularly Korea, Japan and Indonesia.

Travellers in Asia are also increasingly using their smartphones for planning and check-ins, as stated by Tomas Laboutka, CEO of last-minute booking app, HotelQuickly. He said that almost 50% of travel planning is the Asia Pacific region is now via mobile, while 65% are checking-in within 24 hours of booking.

On the Rise

With smartphones increasingly available at lower prices in even the least developed Southeast Asian markets, expectations are high for further mobile uptake. In Thailand for example, sales of smartphones rose from one in every five less than two years ago to over two in five during the past 12 months, as reported by German research company GfK via Hotel Marketer. Almost 2.9 million smartphones were sold during the first four months of the year.

Looking Ahead

In terms of destinations and tourism organisations, these trends are very important to pay attention to. The Asia Pacific region represents a huge and growing traveller market, and so it is essential to keep aware of their travel booking and planning preferences. With mobile adoption on the rise and continuing to grow, destinations must adapt their online presence to cater to these changing traveller habits.

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