The TravelClick Perspective – August 2014: Embracing Consumer Diversity on Mobile
As the use of mobile devices continues to grow, so do the opportunities for hoteliers to capture additional bookings. By 2015, mobile is expected to generate an average of 22% of online bookings, up from 11% in 2013 (see Figure 1). As this growing trend continues, it is impossible for hoteliers to doubt the importance of a strong mobile strategy. What is important to note is that while these new bookings are increasing, they illustrate unique characteristics and behaviors which differ from traditional web bookings. In order to capitalize on this opportunity, it may be time for many to adapt their existing e-commerce strategy to appropriately respond to the different and ever-changing mobile behaviors.
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