How to Improve ROI on Mobile Bookings
The immense opportunity and benefits of having a mobile platform is becoming a huge reality in the hospitality industry today. According to a 2014 study from Google, 13% of online travel booking revenue is now coming from mobile, with an ongoing growth of 116% year over year. With the continued growth of mobile use, it is inevitable that desktop use is on the decline for travel planning and booking. According to a comparison study of Q1 2014 and Q1 2013 on visitor traffic, the numbers show that hotel website visitors to desktop websites declined by approximately 10%, while visitors on mobile websites grew by nearly 35%. Based on these mobile trends in the hospitality industry, It is extremely important for hoteliers to integrate their business into the mobile domain in order to remain competitive. Hotels must find creative ways to reach, and engage, guests through their mobile devices to not only stay top of mind, but to create more opportunities for additional revenues.
For starters, it is absolutely critical for hotels to have a mobile-optimized website in order to reach the large segment of on-the-go travelers. After many years of conducting studies and analyses, experts have determined that mobile users generally require short, straightforward information on mobile websites. The most valuable information for users in regards to a hotel’s mobile website is generally the hotel location, maps and directions, an easy to use booking engine, click-to-call reservation number, and a brief summary of the hotel’s offerings. The easier it is for users to navigate through a hotel’s mobile website to make a reservation, the more revenue the hotel will achieve in the long term.
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