Opinion: Agents need to keep up with mobile booking trends
The Australian summer has drawn to a close and Autumn blues start to take hold, so the travel is on the mind of Australia.
It’s one of the busiest times of the year for Online Travel Agencies (OTAs) and travel suppliers; in fact, new Criteo data saw a huge spike in travel booking activity at this time – up 65 per cent in Q1 2018 compared to Q4 2017.
In an increasingly competitive industry that is quickly being dominated by digital platforms, businesses looking to capture the audience’s attention need to have a more holistic view of the path the purchase.
With mobile usage figures on the rise across the board, consumer reliance on mobile devices and apps is key for travel players, especially at this time of year.
Mobile booking is on the rise
There’s a mobile phone in almost every pocket in Australia, which means there are literally millions of potential customers for OTAs to reach.
The use of mobile devices varies across the wide range of travel categories, including booking flights, accommodation, transport and activities, but mobile now accounts for nearly half (45 per cent) of bookings for OTAs.
While desktop remains the primary OTA booking source (55 per cent), travellers are a highly mobile audience and the number of car and hotel bookings made on mobile devices has seen a significant jump in the last 12 months.
According to Criteo data, 40 per cent of car bookings and 39 per cent of hotel bookings are made via mobile device – both figures up 10 per cent year-on-year.
The use of mobile for travel bookings is not industry-wide however; travel suppliers see a much smaller portion of bookings from mobile than OTAs – a mere 16 per cent, compared to 84 per cent of desktop bookings.
The importance of understanding cross-device
When someone is shopping online for a new pair of shoes, it’s unlikely they’ll be looking at just one pair on one website from one device.
This is compounded for travel where people will be spending hundreds of dollars on flights, accommodation, and activities.
People are going to be spending more time shopping around, so understanding their journey is crucial when monitoring customer behaviour and prioritising marketing spend.
Maximising customer spend and ensuring high levels of customer engagement comes from having an accurate view of the devices they’ve used to reach each point.
28 per cent of OTA bookings are preceded by a click on another device; for suppliers, this figure is even higher.
Despite a lower share of mobile bookings, suppliers have a larger share of cross-device transactions (32 per cent), highlighting the value in data collaboration between companies, which has the potential to make up for lower mobile performance.
Apps are soon to be the preferred method of booking
With the use of mobile devices on the rise, it seems obvious that the use of apps would rise similarly and, travel players with booking apps make nearly two-thirds (60 per cent) of their transactions on mobile devices.
Whether it’s the availability of the booking apps or simply increased consumer confidence, this figure has jumped a massive 41 per cent over the last 12 months.
For OTAs and suppliers looking to capitalise on last-minute bookings, app optimisation is the key.
We know that 41 per cent of last-minute traffic and touchpoints are made on apps and an incredible 89 per cent are made on mobile devices.
Beyond committing to booking on apps, our data also shows that mobile travellers are spending more via apps than they would booking on desktop.
In fact, travel advertisers with an app are likely to see a conversion rate five times higher than through a mobile browser.
Ultimately, the modern traveller is confident in booking via apps, but still uses multiple devices throughout their purchase journey.
The key for OTAs and suppliers in 2018 will be taking steps to ensure a seamless customer experience across all devices.
With customer mobile confidence on the rise, these modern travellers have the potential to drive higher value business for organisations who take the time to understand and interpret their customer data.
Pressy Sankaran is the Head of Criteo ANZ
Email the Travel Weekly team at traveldesk@travelweekly.com.au
agents Criteo ANZ Mobile Booking online booking pressy sankaranLatest News
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!