Travel companies with mobile apps saw 60% of their bookings take place on mobile devices in the fourth quarter of 2017, up from 41% from the previous year according to research from commerce marketing company Criteo.
The research, which analysed more than 3bn bookings from over 1,800 travel advertisers in 59 countries, also found that:
- Online travel agents now see 45% of all bookings happen on a smartphone or tablet.
- 89% of last-minute bookings now happen on mobile devices.
- 33% of one-night stays are searched and booked on apps.
…with travellers everywhere taking advantage of these different touchpoints, retailers need to ensure that convenience doesn’t come at the price of a great user experience.