Mobile Bookings go mainstream
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Recent Criteo Travel Flash report reveals says hotels bookings made on smartphone are three times higher for OTAs compared with hotels.
This could be for a number of reasons, not least the ability to compare properties more easily using an OTA’s app or website and the amount of development OTAs have put into their mobile strategies.
The Criteo report also shows the propensity to use smartphones for shorter stays with the devices only accounting for 10% of booking of a week or more but rising to 18% for stays of one night.
And, smartphones account for 47% of same-day hotel bookings rising to 58% when you factor in tablet bookings.
As a result of the shorter stays and often less complex bookings, the average booking value tends to be lower on a smartphone.
There are also regional variations with Japan, the US and Sweden experiencing a mobile booking share of about 30% while other western countries including the UK, France and Spain are around the 22% mark.
Interesting to note that some countries have a far higher percentage of bookings on tablet than smartphone e.g. Denmark when smartphone bookings are 8% and tablet, 17%.
Separately, a HotelTonight study of more than 1,000 US smartphone owners shows 57% of Hispanics are likely to research their travel plans via smartphone compared to 40% of non-Hispanics.
For the segment of frequent travellers, 65% of Hispanics are likely to book a hotel using a smartphone compared to 57% of non-Hispanic frequent travellers.
The Criteo Travel Flash Report looks at a billion online bookings from more than 100 of travel suppliers and online travel agents.
The full study can be downloaded here.