If you are interested in consumer behaviour, you are likely to have read articles describing modern consumers as visually-stimulated scanners with a short attention span.

Perhaps that's the main reason why most travel websites focus on images and video, offering vibrant colours, rich textures and HD. And this is how it should be, because travel companies should show their products at their best, in order to attract consumers and influence their decisions to book a holiday.

But if travel companies are so careful in delivering the best experience to their website visitors, why are so many of them failing to offer the same experience on other digital devices?

According to the Travolution website, lagging in the quality of user experience on mobile devices could be costly to travel brands, both in terms of missed-out bookings and when it comes to reputation. These days, consumers tend to complete their purchase journey on a number of devices, so presenting them with a smooth, seamless experience is not only important for driving sales, but also for the way consumers perceive the brand. Poor mobile experience can have a serious adverse effect on business, so responsive design is crucial for travel brands, Travolution says.

So why should travel brands care about mobile optimisation? The answer is consumer demand. Smartphones and tablets are already mainstream devices and a significant proportion of Internet users access websites via mobile. Next year, some 352 million tablets are predicted to be sold, while mobile payment transactions are projected to surpass £280 billion in 2015 -- these figures alone should be proof enough of what you might be missing if you fail to embrace mobile, and meet the needs of your existing or potential customers.

The answer for travel brands could be responsive design. In short, responsive design allows a web page to be displayed equally well and loaded for the same amount of time, regardless of the type of device used to open it. This means that when a user switches from their laptop to their tablet or smartphone, they will still see the web page in the same way, making it easier for them to navigate.

It is also an advantage for your brand, as responsive design eliminates the need for various designs on different devices and optimisation strategies. Moreover, it also allows you to provide a holistic approach to personalised content for your customers across devices, which in turn facilitates more precise targeting and delivers more relevant offerings to users.

Responsive design is the future of all e-commerce websites, including travel brands, Travolution concluded.