Travel Industry: Millennials Want to Book All Aspects of Trips from Phones

BY Courtney Huckabay
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"Travel shoppers who are ready to book have typically narrowed their choices and may have decided on the location as well as the brand they want to book with. In these moments, people often search for something like "[brand name] + [location]." And, in fact, almost half of searches like this happen on smartphones."

"In these let's‑book-it moments on mobile, it's not just searching that's happening," Think with Google reports. "Travelers increasingly book on smartphones. Thirty-​one percent of leisure travelers say they've booked travel on a smartphone, while 53% of business travelers say the same. When it comes to travelers looking to book a hotel, Google sees nearly half of Google Hotel Ads referrals now coming from smartphones, and this is growing by almost 2.4X year on year."

It's important for businesses in the travel and hospitality sector to get their mobile strategies in place and in perfect order. This is especially important when they consider that 48.6% of Americans are planning U.S. vacations in the next 12 months, according to the most recent AudienceSCAN survey.

And millennials are more likely than average to shop for flights and hotels on their smartphones. So here are some strategies travel sites can employ to entice mobile travel shoppers – especially the young ones. The most current AudienceSCAN research also found that 17.7% of Domestic Vacationers are millennials.

Offer assurances on mobile booking.
"To help customers feel more comfortable booking on mobile, businesses need to alleviate the concern that they might be missing out on additional information just because they're using a smartphone. Allowing customers to cancel with no penalties and providing a best price guarantee are two ways that companies are tackling this issue."

It's vital to know that AudienceSCAN found 46% of Domestic Vacationers use Android phones and 33.2% use iPhones.

Eliminate steps on mobile.
"Think about the primary goal: Are you trying to drive engagement, to boost mobile bookings, or to help make the travel experience better? With that goal in mind, think about how to cut the number of the steps a traveler has to take to reach it."

24.6% of Domestic Vacationers took action after receiving Mobile smartphone app ads or text message ads in the past 30 days, AudienceSCAN data said.

Ensure your mobile site loads fast.
"Mobile users are impatient. Fifty-​two percent of travelers with smartphones said they'd switch sites or apps because it takes too long to load. And 45% would switch if it takes too many steps to book or to get desired information."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.