May 26, 2017

Mobile yet to convert hotel lookers to bookers

European travel bookers are resisting the switch to booking on mobile although they are using devices for research, according to Phocuswright research.

Last week’s Phocuswright Europe event in Amsterdam heard, almost a decade after the launch of the iPhone, that European travellers are embracing digital channels faster than in any other region of the world.

Smartphone ownership continues to rise with Germany ahead of the UK and France. In 2016, 49% of travel commerce in Europe was conducted online.

Brandie Wright, a Phocuswright analyst, said the top travel related activities online are all search-related. “There’s a lot of searching and shopping but not so much purchasing taking place because travellers are still turning to desktop to book,” she said.

Phocuswright research indicates 85% of people book using a desktop computer or laptop.

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