Consumers use smartphones and tablets in markedly different ways when researching and booking travel. So, therefore, separate strategies are needed to play to the distinct usages of each device.
It’s no secret that booking via smartphone and tablets is increasing every quarter. In a survey by eMarketer in 2012, 62% of consumers who booked travel online made at least one purchase via smartphone or tablet.
However, it’s important to make the point that smartphone and tablet should not be grouped together as “mobile”. The two devices have different use profiles and should be approached with distinct strategies.
When it comes to travel, pull smartphones in case of emergency
Let’s look at the smartphone usage. The smartphone is the mobile-in-the-world, last-minute device. Recent research suggests that customers are less likely to complete a transaction on a smartphone than on a PC or tablet.
However, when travelers do book with a smartphone, it’s overwhelmingly for a last-minute hotel booking.
Therefore the smartphone is largely transactional, and a great tool for booking when the traveler is already on the road, needs connectivity, and wants to, for example, extend a stay or change hotels. Read more
Published in: http://www.tnooz.com By: Kurt Heinemann