Travel Tech

Tablet sales are on the rise and not one week passes where we see special offers for all sorts of tablets. More and more consumers are purchasing and using tablets as an integral part of their everyday lives. Consumers are increasingly looking for a connected experience wanting the right content, on the right device at the right time. For tourism organizations and destinations, this implies some challenges and requires an understanding of this process. Latest research from UKOM and comScore revealed that tablets account for 8% of website traffic. This is a quite remarkable development but confirms predictions made about the future of website traffic earlier this year (UKOM).

Traffic development

These latest stats provided by UKOM and comScore are very interesting. Currently, tablet and mobile traffic combined accounts for just under one third of all website activity. This probably derives from more and more consumers moving from their desktop computer as a device to browse on the Internet to tablet or mobile devices. Looking at the UK as an example, consumers are increasingly using their tablets to access and read newspapers on the device alongside with websites in the Home and Lifestyle category.

Implications for Tourism

Tablet traffic is certainly on the rise, with more and more consumers actually using a tablet device in order to access the Internet. This is good news, as consumers can use smaller devices than desktop computers to access content. For tourism, this means that it is crucial to have websites optimised for all kinds of devices! Tourism organisations and destinations will receive traffic from mobile devices of travellers once they are in the destination. Before a holiday, travellers might also access websites and social media to get inspired and informed about the destination through their tablets. This is happening, so its crucial to embrace this development and ensure that consumers can access content on all devices. Messages and engagement by the tourist board or organisation also needs to be planned and consumers’ use of different devices needs to be taken into consideration.

The future of mobile and tablet traffic is bright and this is where consumers are more and more moving to. For destinations and tourism organisations it is crucial that they have their sites optimised and appropriate content for different devices. If this is the case, they are on the winning site.


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