Sink or swim in the changing landscape of online travel bookings

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The global travel industry is experiencing a major shift – making your way down to your local travel agent is no longer the only way to book a holiday.

Increasingly, consumers are going online to browse, plan and book their next adventure.

As the entire travel industry adapts to continuing technological change, it is more important than ever for companies to have a strong understanding of the key trends in online travel bookings across all different platforms.

Pressy Sankaran is Commercial Director of performance marketing company Criteo, which helps businesses increase ROI and drive conversions across devices.

Sankaran says having this understanding can put a brand in good stead for maximising sales and making the most of consumer behaviour, potentially putting them ahead of other competitors in the industry.

For brands looking to increase their sales, now is the time. Here are a few things marketers need to consider to maximise their campaigns and engage the right customers at the right time and place.

Mobile is constantly growing

Mobile is becoming increasingly important for modern consumers, and this trend will continue to grow in the coming years. Criteo research shows that mobile bookings are up in all markets and most travel sub-categories. In just the last three months, mobile accounted for 27% of travel bookings worldwide and even more so in Australia with 32%.

Furthermore, mobile generates the majority of last minute bookings. This demonstrates that people who are planning their next holiday are increasingly browsing and booking using mobile devices, presenting a huge opportunity for travel advertisers to drive conversions and increase sales in this area.

Mobile will continue to have an instrumental role to play in the future of the travel industry. Those who prepare and adapt quickly will have the best chance of leading the competition and keeping customers loyal.

Multi-platform is more important than ever

Consumers now expect a seamless experience across different platforms when booking travel. Criteo research has discovered that 52% of total travel bookings in the U.S either involved a mobile or multiple devices.

People who are looking for their next adventure are now browsing and booking across iPads, smartphones and desktops so it’s critical that marketers optimise their mobile sites and offer a cross-device experience that sets them apart from other competitors.

For brands to survive they must adapt quickly to evolving trends across all different devices, while understanding the important role that smart new technologies play in engaging customers and keeping them coming back in the future.

Apps will generate most of mobile bookings

As global smartphone and tablet use continues to increase, demand for mobile apps in the travel industry shows no signs of stopping. Today’s travellers prefer multipurpose apps that simplify their lives within one easy-to-use interface.

According to a recent study, 31% of North American leisure travellers have used at least one mobile app in planning travel, and 52% would also use a mobile app to purchase additional services while traveling. Whilst mobile internet is popular for making bookings online, apps have taken over with a 57% share of mobile bookings in the first quarter of 2016.

The use of mobile apps will increase even further over the next ten years, completely transforming the way customers browse and book their travel requirements. Those travel advertisers that invest the time and money into creating a well-designed app will reap the benefits over the coming years.

The time for marketers to act is now if they wish to make most of these changing travel trends and get the most out of their online campaigns.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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