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.