Smartphones give travelers the ability to research, plan and book trips right from the palm of their hand, but TripAdvisor’s latest TripBarometer survey indicates that only four percent of worldwide travelers used this channel to book their last trip. Here are some of the key stats and findings from a recent survey by Ipsos, conducted on behalf of TripAdvisor.
The biannual study highlights country, regional, and global travel trends, according to more than 61,000 travelers and hoteliers around the world.
Overall Travel Industry Numbers
- Travelers are planning to spend more on their holidays in 2014 with an average annual traveler spend rising from $5,955 to $6,136 for this year, an increase of 3%.
- The proportion of travelers planning to travel more has increased across almost all markets. This year, 90% of global travelers are planning to travel domestically (up from 87% in 2013) and 77% plan to travel internationally, up 12% compared 2013 (65%).
Hoteliers Gaining Confidence
- 70% of hoteliers globally say they are optimistic about their profitability in the year ahead (up from 67% in 2013).
- Although just one in five global hoteliers plan to hire staff, an encouraging 37% of accommodation businesses will be investing in staff training, perhaps indicating renewed efforts to deliver excellent customer service.
Mobile Booking on the Rise, but Global Uptake Still Slow
- Globally, travelers are attached to their mobile phones, with 91% saying they use their smartphones on holiday.
- 37% of travelers use their smartphone to find things to do, and 27% are searching for hotels.
Despite the increasing number of travelers using their smartphone to plan and research, the trend has not yet crossed over to the booking stage.
- Only 4% of global travelers booked the accommodation for their last trip via mobile, however China is leading the pack with 10% of Chinese bookings coming via mobile.
- Thailand (9%), Indonesia (7%), and Malayasia (7%) are the next highest countries in percentage of bookings made on smartphones.
Hoteliers appear to see the value in offering mobile options for travelers.
- Three quarters of hoteliers (76%) already have a mobile offering for travelers in place.
- Of those hoteliers who do not have mobile offerings, 50% plan to introduce a mobile offering in 2013.
- 45% of hoteliers allow guests to book rooms via their website on a mobile device and 38% have a mobile friendly website.
To learn more about the Ipsos/TripAdvisory TripBarometer, click here.