If you haven’t invested in a custom¬†and intuitive mobile experience, you’re losing almost 50% of your potential revenue. Mobile created a new channel (and dependence) for consumers, and has forever changed consumer behaviour and the entire path to purchase.

The typical path from research ‚Üí¬†engagement ‚Üí¬†purchase has been completely disrupted by smartphones. As a result, CMOs are faced with a quickly evolving channel to find and convert new guests. Does your hotel have a¬†mobile strategy? What message are you sending to your potential guests when they’re researching on mobile? Are you measuring those¬†efforts?

Present State of Connected Travel

Consumers are now jumping between devices, as part of their research process, based on what’s convenient for them. This device-fractured¬†behaviour has created micro-moments, which are in themselves small opportunities for a brand to stand out and make an impact. 75% of consumers are starting an activity on one device and then finishing it on another (Think With Google). Whether it’s sequential or simultaneous, 90% of consumers are using multiple screens for everyday activities, including hotel bookings (Google/IPSOS). The data below shows how smartphones have directly and significantly impacted the travel industry: