With travel planning shifting to mobile, consumers expect to find relevant information faster than ever before. Today, having a fast, easy-to-use mobile experience is critical. And the marketers who provide the best travel websites and apps are more likely to drive bookings and create long-term value.
What Google has called The Travel Customer Journey has been experiencing disruption with the dominance of smartphones. The recent Google data has shown that there are already more searches on mobile than desktop for select travel categories, such as family vacations and luxury travel. And when it comes to planning vacation activities, mobile devices are giving travelers increased flexibility. Many travelers are willing to plan activities on the fly, while they are at their destination.
Traveling research and conversion on high
People see travel as an investment, and so take all the time needed to research the best possibilities and discounts. Customers are much more conscious and demanding than in the past. They spend more time researching and comparing the alternatives. They go through a multitude of touchpoints and, even though they take quick decisions, ultimately ponder every single detail.
Of course, mobile is the keyword to understand the new scenario, because the micro moments mostly unravel online. Over 90% of travelers using mobile devices will switch to another site or app if their needs are not being met. 79% of mobile travelers say that when researching on their smartphones, they are looking for the most relevant information available, regardless of where it comes from.”
The continuous transition from the real world to the digital dimension generate a whole new set of data that you can use to get a better understanding of customers. Once you determine customers’ behaviors, you can anticipate their needs and desires. You will also be able to prioritize the right audience and target the most valuable customers with tailor-cut contents, notifications, and promotions.
“Travel marketers need to account for the new multi-device, multi-channel landscape. And those who are moments-ready—and consistently manage their share of intent to meet consumer demand—will take the lion’s share of the reward.” Get ready to take the Lion’s share !!