The value of an app for your hotel

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The study by ComScore found 51% of owners of mobiles such as iPhone, Android, Windows and Blackberry devices accessed travel-related products, services and other related content on their mobiles in the three-month period ending February 2012. Furthermore, one in five made a hotel or air ticket booking on their mobiles over the same period.

ComScore senior vice president of mobile, Mark Donovan, says the data illustrates the massive importance and influential role of mobile on the travel shopping and management experience. He adds a warning:

Both OTAs and suppliers need to understand the demographic and behavioral characteristics of these mobile travelers in order to build effective mobile strategies that complement their online presence.

Failure to develop a strong mobile presence could result in unsatisfied customers and lost opportunities to convert new audiences, leaving brands vulnerable to competitors who adapt more quickly to addressing consumers’ shifting consumption habits.


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