One in five online travel reservations are now made on a smartphone
Travelers are increasingly using their smartphones to make last-minute reservations. Today, one in five online travel reservations are made on a smartphone, compared to 14% in the second quarter of 2015, according to the results of the study. Travel Flash Report by Criteo.
Carried out from the analysis of data collected from more than 1,000 advertisers in the travel industry around the world, and more than 1,000 American travelers, the study looked at the evolution of purchasing behavior. travelers, especially on mobile.
One in five online hotel reservations made on smartphones
First lesson of the study, online travel reservations on mobile, all devices combined, are on the rise. They concerned nearly a third of reservations in the second quarter of 2016, against 24% in the same period last year. Smartphones have benefited the most from this growth, with a 33% increase in bookings recorded over one year.
Then, if this phenomenon affected all the countries covered by the scope of the study, it was in the United States as well as in Latin America that it was strongest, dropping from 16% of reservations on smartphone in the second quarter of 2015, to 22% over the same period in 2016.
Another observation is that travelers primarily use their smartphones to make hotel reservations (20%), as well as full stays (18%). Smartphone flight reservations are still low (12% of reservations).
France is catching up
France, lagging behind other countries in the second quarter of 2015, seems to have caught up in the space of a year. In fact, nearly a quarter of online reservations are now made on smartphones (this is more than the overall average), an increase of 56% compared to the previous year.
Another manifestation of the awakening of the French market: for all the types of reservations made (flight, stay, hotel), the share of smartphone transactions is higher than the European average (Western Europe). In particular, 14% of online flight reservations are made by smartphone in France, compared to 9% in Western Europe. This is 47% more than in the second quarter of 2015.
The smartphone for last minute bookings and short stays
Beyond these general observations, the authors of the study also looked at the profile of these new connected travelers.
Unsurprisingly, it is the youngest Internet users (18-24 years old) who use their smartphones the most to book flights, while the 25-34 year olds are the most likely to book hotels via their phone. Another observation is that it is women who are the most adept at online reservations on smartphones, all types of products combined.
Note, for short stays, mobile users also like to use the mobile applications of tour operators. The latter have also observed a sharp increase in reservations made via their applications, which rose from 12% in June 2014 to 54% in June 2016.
Navigation comfort, the main obstacle to mobile reservations
If the growth of mobile has been significant for a year, the vast majority of online reservations are still made on computer. Asked about the reasons which push them to favor the computer to the mobile, American Internet users cite in the first place the ease of navigation (at 93%), as well as their reluctance to install an application on their devices (at 58%).
Other barriers to mobile use cited by more than half of respondents: doubts about the security of mobile payments, and not wanting to use their mobile data while traveling.