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Mobile travel bookings climb by a fifth in 2014

Mobile travel bookings climb by a fifth in 2014
18 Sep 2014

The number of people who are making bookings for their holidays on mobile and tablet devices has climbed considerably in the first half of the year, as Brits continue to move away from the traditional desktop websites in favour of newer technologies. 

According to the findings published this week by Criteo, the number of bookings through smartphones and tablets climbed by a fifth (20 per cent) in the first half of 2014 alone. 

The Travel Flash Report also said that while mobile bookings climbed considerably, the number of people making bookings through desktops increased by only two per cent in the same period. 

These two figures mean that smartphones and tablets combined now account for 21 per cent of all holiday bookings, which means companies need to be more tech-aware than ever before, creating websites that work well on mobile devices and allow people to book exactly how they want and where they want.

Jason Morse, vice president, mobile product at Criteo, said: "Mobile is the driving force behind the exponential growth in online travel booking and sales, and that’s only set to continue in the second half of this year and beyond.

"With smartphones and tablets in nearly every consumer’s hands today, travel marketers need to think strategically about developing a highly effective omni-channel marketing experience. That means ensuring the entire consumer experience - from the ads to shopping carts - is mobile optimised."

One surprising statistic that was discovered as a part of the research was that people using certain types of technology are more likely to spend more when using them to book. Android device users were spending more on flights than anyone else, while those using Apple's iPad were spending $600 (£367) more overall.

People's booking habits also seem to be dependent on what they are purchasing. While those who are looking for flights are 21 per cent more likely to use a tablet or a phone to do so, desktop is still king for hotels, with 30 per cent more bookings carried out via this platform. ADNFCR-408-ID-801749394-ADNFCR

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