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multiScreen

Mobile technology will not experience a decrease in relevance any time in the near future according to recent studies conducted by PhoCusWright.  The travel market research later forecasts that by 2015, $39.5 billion bookings will be made on mobile devices, as compared to just $6.15 billion in 2012.

However, bookings are not the only area where mobile devices are experiencing growth.  Now, mobile is also soaring in the planning portion of your trip, used as inspiration to help you plan the ideal getaway.

Instead of using them to buy while on the go, travelers use mobile devices to dream up destinations and hammer out logistics while commuting, or in the middle of office meetings.  According to a Q3 2013 report by PhoCusWright, more than a quarter of U.S. travelers said they turned to their phones for destination selection and shopping, compared with less than 20% on tablets.  This gives some indication of major smartphone travel opportunities in 2014.

What is Holding Travelers Back?

Although these numbers are staggering, there is still some hesitation among consumers to use mobile technology in the booking and trip planning process.  Airlines, hotel chains and OTAs have been slow to beef up their mobile offerings, and U.S. travelers studied by PhoCusWright were often too frustrated by a variety of issues including:

-Limited offerings by these major travel industry players

-Limited capabilities of the mobile devices themselves

These two issues, specifically, are preventing mobile from fully taking hold as an indispensable instrument for purchase.  Frustration was most often caused by small screen sizes (51% of those surveyed) and poor user configurations for websites and mobile apps compared with those on their computers (36%).

What Changes Must the Travel Industry Make?

In order to stay on top of the mobile and multi-device boom, travel companies need to be ready to do the following:

1) Make sure your mobile site is responsive, and will fit to any screen.  Make sure your website looks good and is usable across a variety of devices to ensure guest satisfaction throughout the planning and shopping process.

2) Do not release a mobile application until it is bug-free.  This may seem like a simple concept, but many companies are so eager to release an additional source for travelers, and are willing to troubleshoot on the fly.  This is leading to applications that are not effective for consumers, and could turn them off to your brand all together.

3) Tracking across multiple channels will consistently be a challenge going forward.  People using multiple devices (desktop, laptop, mobile, etc.) may not have a cohesive shopping experience because of inconsistent tracking information from device-to-device.  Because cookies are not useful for tracking on mobile platforms, it will be imperative that companies have a strong customer relationship management (CRM) system in place to provide a seamless travel planning experience.

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