Expedia Group Area Manager Jamie Griego said hoteliers should optimise the mobile experience to ensure highest priority content is displayed on hotel search results.
“Hoteliers need to play to the booking curve, and without trying to sound self-serving – leveraging the advanced capabilities of OTAs can help smaller hoteliers, without oodles of their own tech resources, to do just that,” he said.
For example, Expedia Group’s data shows that images generate more than half of total engagement (51 per cent), with mobile customers viewing between 30 and 35 photos before making a transaction.
“Images have a significant influence upon the purchase choice, ahead of other mobile booking features such as the availability wizard (18 per cent), map (12 per cent) and reviews (7 per cent).”
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