A Majority of Travelers Book on Mobile.

US travelers are increasingly turning to mobile.

Whether it is convenience, spontaneity, or just the increased proliferation of more powerful travel applications, consumers are using their mobile devices for all of their travel planning and bookings.

Recent eMarketer Digital Report 2016 states:
52% of all online travel bookings will be made on mobile devices this year.

and according to the Internet Advertising Bureau (IAB)
• Time spent online using a mobile device continues to grow, up 40% from a year ago.
• For Adults 35-54, nearly half of their online time (49%) is spent on their smartphones.

The increase in mobile engagement signals to travel and tourism companies the need to focus on creating a comprehensive mobile strategy. This involves a lot more than simply paid search with mobile extensions or a geo-targeted Facebook campaign. There are considerably more advanced tools and techniques in the market today including mobile wallet, beacons, audience segmentation via device IDs, pattern and data analysis, and mobile optimization that can work together with other elements of the media mix to form a holistic mobile strategy to reach today’s travel consumer.

Why Mobile….Because it is Summer.

It is hard to argue that mobile phones occupy a prominent place in our daily lives – in fact they are now our constant companions and something we apparently check more than 150 times daily. This trend presents an unmistakable marketing opportunity for the Tour and Travel Industry by providing a valuable and necessary option to market directly to their guests. .

Almost 63% of all tours and attractions are booked while “in-market” – tourists typically plan a few major things ahead of time – but they wait until they are at the destination to decide what to do. It is a spur of the moment decision – and the mobile phone is in their hand.

During the summer months mobile usage grows significantly as people move outside, take trips, and are generally on the go.

For the Travel and Hospitality industry today:
• 49% of internet visits are via mobile
• 80% of those visits are via Apps

During the summer months, mobile usage skyrockets as maps, tourism info, weather, news, events, and travel takes center stage.

During summer months Facebook mobile usage sees an increase of at least:
23% for ages 18-44
33% for ages 45 and above

During summer months for all social media there is a:
46% increase in social media posts tagged “travel”

While the usage of mobile has matured so have the tools, technologies, measurement, and efficacy of mobile marketing.

Consider:

• Where is your customer this summer and what are their technology priorities?
• What are the opportunities to reach them on-the-go, in-market, and while traveling?

The good news is that for successful tour and travel companies, the opportunity to create highly effective and successful mobile strategies exists today. Through a well informed mobile strategy, these brands are able to communicate with their current customers while reaching new guests in ways that fit the modern lifestyle. Whether social media, mobile apps, mobile display, mobile wallet, or location based beacons the ability to target defined audiences, provide real-time offers, and capture customer data a mobile strategy is now a critical part of your overall marketing strategy.
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