When it comes to planning and researching a holiday, mobile technology comes into its own.
The various micro-moments that occur throughout the consumer journey can be satisfied just by reaching for a mobile device and browsing to your heart's content whilst on the daily commute, during advert breaks and whenever else takes your fancy.
It's no surprise that at the end of last year, a report from Google revealed that mobile's share of travel visits had grown by 48% on the previous year. Additionally, mobile flight-related queries on the search engine are up 33% year-over-year and hotel queries up by 49%.
However, when it comes to sealing the deal and making a transaction, mobile has been a little bit slower on the uptake. Once ready to make the jump browsing to booking, many will turn to their trusty desktop to complete the sales process -Google found that 46% of travellers who used mobile devices for travel moved to another device to pay for their booking. But as travel brands buck up their game and strive to provide travellers with the sort of secure and seamless mobile booking experience that will keep them from changing device, we can expect mobile transactions to rise.
In fact, research from performance marketing company Criteo has found that mobile transactions in the travel industry are already up 3% year-over-year. Additionally, global payments network Adyen found that 13% of transactions for airline are currently happening on mobile and that those airlines who are putting a greater investment into their mobile offerings are seeing higher than average activity.
Mobile apps are also making their mark as an appealing prospect for travellers making transactions. Around 54% of mobile travel transactions in the fourth quarter of 2015 came through an app whilst mobile apps have also been found to lead to higher conversion rates and a greater number of products viewed for travel brands.
This is certainly something for the industry to take into account as, due to the complex nature of travel transactions compared to regular retail, mobile apps can help streamline mobile sales and enhance the user's experience. It's also worth bearing in mind that frequent customers are also more likely to gravitate towards apps due to the easy personalisation and security they offer.
Of course, with the right care and attention, your business' website can also take help guide your customers to a seamless booking. Simplifying the experience by minimising the number of steps and screens needed to make a payment as well as ensuring your site is properly optimised for mobile can minimise the chance of your customers abandoning ship before the transaction is complete.
According to Travelport.com, payment is the last real friction point left in mobile travel bookings and the rising sophistication of mobile payments will afford travel companies greater opportunities to remove this friction from the booking process.
If you're interested in cashing in on the predicted rise in mobile payments and creating a seamless mobile booking experience for your customers, explore our mobile booking platform, specially designed to drive your mobile bookings and increase customer engagement. Get in touch for further details.