January 07, 2013

Mobile, a key driver in digital travel growth


Despite of all the talk, a majority of travel industry brands have not yet embraced the mobile revolution. Those who move fast will gain a competitive edge, as long as it’s part of an over-arching marketing strategy.

The travel industry has undergone severe disruptions in the past decade with the ever-changing face of online distribution, where sites like Expedia, Orbitz or Priceline now play pivotal roles in the travel purchase decision model. In this context, social media gains influence before, during and after the travel experience, whether it’s done through posting pictures on Facebook while at the resort, or commenting and sharing hotel reviews via Tripadvisor after the trip.

One of the biggest etourism trends of 2012 was the rise of solomo, the convergence of social, local and mobile. Social and mobile are a natural fit: simply consider that 58% of all Facebook users access their account through a mobile device. In fact, social media represents the second most popular activity on mobile devices, after internet access, according to a survey conducted by O2 in the United Kingdom during the summer of 2012. Mobile users spend on average more than 17 minutes per day browsing and interacting through their various social accounts.

In 2013, travel brands are facing the next paradigm shift, which has been brewing over the past two to three years: the mobile revolution.

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