Mobile phones


Travel Tech

Consumers worldwide are taking advantage of mobile phones in their every day lives. Content can be read and consumed on the go, at home and when travelling. With consumers take more and more advantage of consuming content through their mobile devices there are a couple of characteristics that can be identified when it comes to mobile consumers’ behaviour. Context is very much impacting on the content that is being consumed online and the way in which it is consumed. When reading or browsing through content on a mobile phone, consumers are usually doing that while doing something else at the same time and very quickly as well. On tablets, consumers consume content at a slower pace but still quicker than in comparison to on computers. This is necessary to know for tourism organisations creating the content, as consumer’s content consumption behaviour does impact on how marketers should think about content creation (Hubspot 2013).


Interestingly, consumers that are reading or searching for content on their mobile devices are a lot more action driven than consumers reading content on their computers. In fact, 70% of mobile searchers are actually following their search by an action within an hour. This is incredible news and demonstrates once again the power of mobile! Consumers searching for specific content through a mobile device have a specific purpose in mind and are more likely to purchase products and services they are looking for through a mobile device rather than computers. Tourism marketers therefore need to ensure that consumers can search for products and services very easily on their websites in order to facilitate consumers in their quick journey towards an action or purchase. Mobile optimised sites are key!


When looking at the most popular activities on mobile, it is clear that checking emails is still the top activity on mobile, followed by reading the news or other content and of course social networking is also absolutely essential on mobile. Consumer are increasing their overall time spent searching and consuming content through mobile. This is very good news for tourism but also stresses the need to tap into the opportunities arising from mobile. Tourism organisations need to ensure that emails being sent out to consumers can be read on mobile devices easily and all links within the emails actually lead to other sites, social media pages or blogs that are mobile optimised. This is absolutely crucial in order to avoid disappointment and for consumers not to move to competitor’s content. Including call to actions within emails is also essential in order for consumers to book or make purchases more quickly.


Consumers love to share content through their mobile devices and also hop between devices when consuming content. This makes it necessary for tourism organisations to take that into consideration as well, ensuring that content can be read on different devices and consumers can hop between mobile phone and laptop easily without having troubles opening the content on different devices. Content should therefore be built by using responsive design, ensuring that the content is displayable on a variety of devices and always looks good.

More from #DTTT

  • In February we present:
    Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board

    Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]

    #Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
  • 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
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge