Digital Marketing

From Looking to Booking On the Go: Why a Mobile First Strategy is a Must

If you’re not yet convinced that a mobile first strategy is the way to go to rack up revenue, search engine Google has released the results of its latest research into the role smartphones play in travel decision making. Its findings are compelling and make an iron-clad business case for employing a mobile first strategy, particularly for those targeting the millennial traveler:
• 41% of millennials have used a smartphone to book a flight, compared with just 25% of the over 35 segment of the population.

• 27% of millennials have also used their smartphone to shop for a hotel for a trip, versus just 19% of travelers over 35-years-old.

Previous Google research into the use of mobile devices within the travel purchase process found that even though cell and tablet use is prevalent among adults looking to book a hotel or flight, the average consumer still lacks confidence that they’re finding all they need from their mobile device.

Mobile Marketing

In fact, Google’s travel micro-moments infographic found that 69% of leisure travelers weren’t sure they could find the best price or make the best decision when buying travel items on a mobile device. The millennial market has no such concerns according to the latest Google study, with 66% of those born between 1982 and 2002 far outweighing their older counterparts in the confidence stakes and declaring themselves happy they could find the same information searching on their smartphone or tablet as they would on a desktop computer.

With millennials now the largest living generation in a number of countries including the USA, this information is significant – it means travel brands can feasibly increase revenue and win more bookings from mobile devices for the first time ever. Why? Simple. The largest consumer base in the world today is so comfortable and capable of completing their purchase journey on a cell or tablet. This shift in attitude is significant and means brands serious about increasing bookings and accompanying their customers on each stage of their decision making process from looking to booking, need a mobile first strategy to keep pace.

Millennials are confident and comfortable planning, researching and booking trips from the convenience of their smartphone. Google figures show a massive two thirds of the younger generation will complete the entire process exclusively on their cell. Only one third of the older generation will rely entirely on their mobile when booking travel services.

• 59% or almost six out of ten millennials say they will ‘typically’ book a flight on their smartphone rather than a desktop device.

• 44% of those aged 35 and over will ‘typically’ book a flight on their smartphone – substantially less than the volume of millennials but still a very significant portion of the travel consumer market.

• Even more millennials will book a hotel from their smartphone – with 64% saying they use their cell to reserve a hotel room after shopping on their device. 42% of those looking for hotel accommodation aged 35 and over will go on to book on their mobile device.