The mobile phone is proving to be indispensable in the United Kingdom when organizing a holiday, but there is still room for improvement when it comes to mobile bookings.
According a recent survey of 1,550 UK smartphone owners conducted by the marketing group Weve, nearly nine in 10 used their phones to research and plan their vacations. Among this group, the most common uses were for searching for hotels (47%), flights (45%), comparing prices (44%), searching for holidays (44%) and checking in for flights (34%).
Despite the value the mobile phone has in organizing trips, the bulk of transactions were made on a desktop or laptop computer, and half of those who did not book on a mobile device said this was due to sites not being optimized for mobile use.
Similar results were found in polling by TNS Infrafest and Google, which found that smartphones were used the most during the middle of planning trips. Nearly seven in 10 UK smartphone users said they researched via smartphone in the middle of the trip planning process, but only 17% of respondents used one of these devices to make a final purchase.
All of this data also aligns with a recent PhoCusWright study we discussed in a previous blog post that found U.S. travelers that projected mobile bookings will double over each of the next two years. This study found that travelers were too often frustrated by issues like:
-Limited offerings by major travel industry players
-Limited capabilities of the mobile devices themselves.
A Matter of Functionality
Ultimately, mobile technology will go as far as its functionality will allow it to go in the future. As major OTAs and hospitality industry players continue to commit large amounts of money to improving their digital tools, the ability to research and book trips on mobile devices will continue to improve. However, these companies must be careful to not rush the process and put inferior tools out on the market. This is far more likely to turn travelers off to planning on these ever important mobile devices.