Excerpt from Travel Weekly
Travel consumers are shifting to mobile but most still prefer booking on a desktop, online analytics group Hitwise has reported.
Nigel Wilson, Hitwise chief operating officer, told the Travolution European Summit in London: "Consumers are shifting. Mobile is growing, but not across all touchpoints of the journey."
Wilson said: "Consumers still prefer booking on a desktop. Mobile accounts for 52% of overall time on travel sites, but only 15% of booking time."
He reported that 64% of UK visits to tour operator websites in August were via mobile, 60% of hotel site visits, 57% of metasearch site visits, 53% of online travel agency (OTA) visits and 42% of airline site visits.
These figures showed little change from January other than growth in mobile's share of traffic to metasearch sites, which Wilson said was driven by Tripadvisor.
But he noted: "People are returning more often to metasearch sites. Metasearch is increasingly becoming a checkpoint."
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