Booking a holiday has never been so easy. Long gone are the days before digital, when the booking process was long, convoluted and frankly, quite tedious. Now with the rise in popularity of a wide range of digital devices, many of which can be used to research, plan and book trips on-the-go, locking down that dream trip is less of a slog - more a walk in the park.
However, with increasing numbers of consumers choosing to book a trip via their smartphone as well as through apps and often across several devices, travel brands need to step up to the plate to ensure their business can meet these demands. Otherwise, it's more than likely that, with plenty of rival businesses on hand at the swipe of a touchscreen, your customers will turn to your rivals.
The key to success in the mobile market is flexibility. Brands need to design a seamless cross-device experience that has the ability to cater to customers at any point in their booking journey. As today's consumer could well be anywhere and doing anything whilst browsing travel products and services, ensuring your mobile offering is second-to-none is essential for boosting conversions.
Firstly, be sure to allocate investment into your small screen experience. Your website needs to offer content and functionality fully optimised for smartphones and other mobile devices. Easy swipe-to-book tools, fast-loading pages, mobile notification alerts and mobile ticketing are just a few of the features that today's on-the-go mobile consumer will find appealing. Additionally, a mobile booking platform that offers secure payment transactions and a quick and easy payment process will also encourage consumers to complete bookings.
Mobile apps have also experienced a surge in popularity amongst customers - Tnooz reports that "travel marketers who invested in mobile apps saw constant growth in app bookings from 12% in 2014 to 54% in 2016". Not a bad boost rate, we're sure you'll agree. Apps put the reins firmly in the customer's hands - a plus-point for the DIY traveller - allowing them to choose a hotel room, check-in early and even add ancillary services to their journey or stay.
Travel brands should bear in mind that the on-the-go traveller doesn't just browse and book a trip in advance whilst on the daily commute to work or waiting for a bus, they may also wish to make bookings during the trip itself - Criteo found that two in five U.S. travellers completed bookings on their smartphone devices whilst already travelling. Savvy brands are including time and location features into their mobile booking experience so travellers can be more spontaneous no matter where they are.
If your mobile experience leaves something to be desired, contact us at Digital Trip to find out how we can help.