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As mobile is becoming more and more accepted among consumers it is often dubbed as the current big thing that will change the travel industry. Although the vast majority of travelers in Europe nowadays own a smartphone, adoption rates remain relatively low.     

Nevertheless the impact of mobile becomes apparent across the travel cycle. A video infographic summarizes the facts from Eyefortravel’s recently published report Social media and mobile in travel.

MOBILE CONQUERS CONSUMER BEHAVIOUR

Mobile is becoming for some consumers the primary channel for conducting travel research. Eyefortravel reports that 9%-11% of tourists mainly use mobile phones to locate relevant information. Similarly the acceptance of mobile as a booking channel is growing. Mobile has traditionally been met with skepticism by consumers as it face security concerns. Nevertheless one in four respondents indicated that in 2013 they made at least one booking of a travel component via their mobile phone. And when it comes to last minute bookings the acceptance of m-commerce rises even further. In total 43% indicated that they would consider making a last minute booking through their tablet device within the last seven days before their trip.

THE SHIFT IS NOTICEABLE IN THE INDUSTRY

The rise of mobile has been noted by travel suppliers. 56% of travel suppliers and 47% of intermediaries stated that they engage with their customers through mobile channels. this is a significant increase from the 37% reported in 2011. Consequently direct mobile bookings are growing as well.  57% of intermediaries and 47% of suppliers indicated that they see more direct bookings from mobile in 2013. This stresses that industry players should not fail to make investments in mobile channels, as some of the leading intermediaries will deliver to customer who search on a mobile device only results from pages that are mobile optimized. Thus not investing in mobile will lead to missed discoverability opportunities.

KEY TRENDS IN 2014

Mobile has come to stay and is continuously developing into a mainstream channel. The report predicts a further growth in use of mobile for research and booking in 2014. The increasing adoption of mobile will also allow suppliers to use social media more effectively for marketing and customer engagement. Especially location based services will play a bigger role in targeting customers more effectively on the spot.

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