Curious how to reach your customers when they’re considering a trip and when they’re ready to book?
In a world where the modern traveller is cross-device and app focused, mobile is the key.
Commerce marketing technology company Criteo, has released their 2018 Summer Travel Report which revealed that mobile is the summer hit.
Mobile share growth is steadily rising, with a noticeable boost over the summer period.
And it’s not just Southeast Asia that’s witnessing a steep rise in mobile usage at 55 per cent, as South America now follows closely behind with a 49 per cent increase in smartphone bookings versus 7 per cent in desktop bookings.
Southern Europe is next with a 46 per cent increase and Central Europe and MEA with a 39 per cent increase.
While this data does exclude apps, it suggests that mobile devices are a convenient way to book trips, with travellers no longer needing to head home to their desktops to book.
Online travel agencies (OTAs) are continuing to dominate the travel booking market as they offer a range of choices and are an accessible one-stop-shop for travellers.
Criteo data highlights that OTAs capture majority of mobile bookings, as 39 per cent of OTA bookings are made on a smartphone worldwide, versus just 10 per cent of supplier bookings.
Up to 80 per cent of last-minute bookings are also being made on mobile devices.
Accommodation was the most popular last-minute purchase rather than airfares, with apartments the top purchase in the last 24 hours, followed by hotels with 70 per cent of last-minute hotel purchases made on mobile devices.
This suggests that a seamless mobile experience needs to be a top priority for both OTAs and suppliers.
Apps are even more convenient to capture these last-minute sales, as they account for 41 per cent of last-minute bookings.
To read the full report visit the Criteo website here.
