December 14, 2017
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According to Expedia, there are two keys to winning in Asia: knowing Asian consumers and adopting a mobile-first attitude.
Tech-savvy, selfie-snapping Asians comprise the world's largest number of smartphone users. According to the GSMA trade group, the number of mobile subscribers in the Asia-Pacific region is expected to reach 2.7 billion this year, making up over half the global figure.
Expedia is already serving many of them. Expedia runs its own Expedia-branded websites in 14 Asia-Pacific markets including Australia, China, Thailand and Singapore, most of which have larger traffic volumes coming from mobile. Globally, the figure is 45%.
A survey conducted by digital research company Criteo shows that 39% of 1,100 respondents in India, Singapore, Australia, Taiwan, Vietnam and Indonesia primarily use smartphones for booking travel, and 38% book while on the go. "It's mobile or nothing in Asia," Khosrowshahi said.
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