The travel booking world has been undergoing a major transformation, due to the technological advancements and digital tools which caused the travel consumers’ journey to go online. Whatever triggers the specific trip decision – the consumer’s journey will most probably include an important online component of researching and booking. Indeed, nearly two-thirds of US internet users researched travel via digital channels in 2013,
Online and Mobile Travel consumers want: • mobility, • flexibility • easy real-time access to information Consumers expect seamless connectivity allowing them to access the content they want when they want it across all platforms, and also increasingly expecting seamless transitions between different platforms. The introduction of smartphones represents one of the most significant technological developments in recent years, and it is having a major impact on the travel industry. Source: Euromonitor International, PWC, IHRA The travel consumer is leading the way in driving technological change.
The travel consumer increasingly expects seamless transitions between different platforms, as the use of various connected devices is on the rise. Specifically, the introduction of smartphones represents one of the most significant technological developments in recent years, and it is having a major impact on the travel industry, as companies can identify the user’s location or offer the consumer a customized, immediate deal, leveraging the more impulsive purchase behavior through this channel. PhoCusWright estimates that by 2015, mobile will account for one- quarter of U.S. online travel sales, driving $US40 billion in revenue.In Europe mobile will account for one fifth of bookings by 2015.