Mobile on the rise


Travel Tech

The increasing adoption of mobile devices by consumers in the US translates progressively into booming booking figures for mobile sales, as a recent eMarketer study suggests (eMarketer). This year, the report predicts mobile sales (which includes both smartphone and tablets) will grow by nearly 60%. Given the estimated 31% average annual growth rate of mobile sales over the next 5 years, it is suggested that sales volumes will reach a total of $64 billion by 2018.


This year, mobile sales are expected to represent 18% of all digital travel sales (including desktop and laptop computers). However, by 2018 this number will have risen to a staggering 37%. In other words, the study predicts that all of the growth in digital travel will be generated by mobile, whereas the stationary devices will decline in terms of travel sales.


Although these numbers ought to be taken with a pinch of salt, as the reliability of market size estimations over a five year period are difficult. Nevertheless, it indicates a clear trend towards mobile. This should be a wake-up call for travel and tourism providers, to invest in building seamless and appealing mobile experiences. Secondly, technology providers need to work on increasing the perceived security and reliability of mobile sales solution, as perceived risk and poor browsing experiences are frequently cited by consumer studies as the major reasons behind not purchasing travel products via mobile devices.


This forecast contradicts the currently low numbers of mobile sales. At the moment, consumers use mobile devices predominantly to carry low value transactions, such as booking last minute hotels. However, given that especially tablets increasingly replace laptops and desktop computers in the home environment, the number of larger transactions is likely to rise sharply. Travel shopping is often a “lean-back” activity, conducive to the tablet user experience while consumers are at home on their couch. Secondly, more companies are investing in mobile solutions that allow customers to carry out transactions during the travel stage. Only recently, Marriott hotels launched a series of mobile applications, which focus mainly on establishing smartphones and tablets virtual as real-time interaction channels, which facilitate both communication but also sales of additional services.

These two developments will drive the value of mobile transactions significantly over the next years, and provide those companies that already started developing appropriate solutions, a competitive first mover advantage.

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
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge