Travel Consumer Preferences, Part 2

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Travel Consumer Preferences, Part 2

Amidst comprehensive research from credible online resources, we were unable to provide an overview of how global travel consumers feel about switching from mobile and desktop platforms from the same provider when searching for and booking travel. However, we have found relevant information and compiled it under useful insights section.

Methodology

We started our research by looking for precompiled reports from industry reports and market reports such as ThinkwithGoogle, PhocusWright, and Eye for Travel. Although these reports provided useful information in understanding how and why users switch between mobile and desktop platforms, none of the reports provided any information on how users felt when switching devices.

Next, we searched for any reviews posted by users that could point out how the user felt while switching between mobile and desktop platforms from the review section of the leading travel booking platforms such as Expedia, Booking.com and Kayak. However, most of the reviews found through this strategy only provided reviews for a single platform like a desktop platform or mobile platform, and none of the reviews mentioned any experience of switching from mobile to desktop and vice-versa.

Lastly, we checked through news articles and press releases from the leading media outlets like Forbes, New York Times, Wall Street Journal, Financial Times, Business Insider, Fortune and Bloomberg, among others for any news articles related to how do global consumers feel about switching from mobile and desktop platforms from the same provider. However, most of the articles provided similar information that already revealed from industry reports. This strategy too failed but we found useful information that we have included in the useful insights section below.

Useful insights

STATISTICS ON USERS SWITCHING BETWEEN MOBILE AND DESKTOP PLATFORMS FOR THE SAME PROVIDER

  • When planning or booking a trip, 94% of travelers who travel for leisure purpose, switch between devices.
  • About 46% of travelers use a mobile device to check and decide on where to travel. However, they use other devices to book for a trip.
  • According to PhocusWright, smartphones are the most preferred platform for millennial business travelers (18-34) for research as well as bookings.

REASONS FOR USERS SWITCHING BETWEEN MOBILE AND DESKTOP PLATFORMS

  • About 50% of leisure travelers switch to other devices to double check hotel prices.
  • Only 23% of leisure travelers feel confident that they would get the same flight and hotel information on mobile device and desktop.
  • About 54% and 69% of leisure travelers and business travelers say that mobile limitations are the main reasons for booking on another device.
  • Some reasons why users do not book using mobile platform include small screen size, long checkout process and need to enter too much information.
  • Native apps are the preferred channel over the web due to their speed, additional functionality, and better overall UX.
Sources
Sources

Quotes
  • "94% of leisure travelers switch between devices as they plan or book a trip."
  • "As much as mobile research and bookings have grown, the majority of travelers, especially those taking personal trips, still book on a desktop or laptop. "
  • "Ninety-four percent of leisure travelers switch between devices as they plan or book a trip.6 And 46% of travelers with smartphones say they make their decision on mobile, but then book on another device.7"
  • "Sixty-nine percent of leisure travelers worry that they're not finding the best price or making the best decision. And only 23% of leisure travelers are confident they can find all of the same hotel and flight information on their smartphone that they can on their desktop."
  • "Fifty-four percent of leisure travelers and 69% of business travelers say that mobile limitations or mobile usability are their main reasons for booking on another device."
  • "While 75% of leisure travelers who shop for hotels on their smartphone typically end up purchasing on a desktop or laptop computer, people also call a travel provider to book."
Quotes
  • "But travelers were more likely to use apps to search for tickets or check a flight's arrival time than to make a purchase."
  • "The Mobile Travel Landscape 2016 study by Phocuswright found that travelers were more likely to use a mobile device for choosing a destination, comparing or selecting a travel product or sharing trip experiences on social networks than for a travel purchase."
  • "The Consumer Trends survey found that of those who had used airline smartphone apps in the past year, 65% did so to track on-time status for flights, 61% to check flight availability and pricing, 53% to book flights and 28% to access airplane WiFi."
  • "Warby said people download airline apps for services that make their journey less stressful. Other priorities for Etihad's app included building engagement and loyalty and marketing to travel agents, Warby said."
Quotes
  • "Consumers are still hesitant to pull the trigger to book a vacation on their phones," says Casey Bullock, the general manager of eCommerce, North America for Worldpay. "
  • "With small screens and long checkout forms, the mobile shopping experience isn’t as seamless as consumers want, particularly in the U.S."
  • "In Worldpay’s recent study, they found that 90% of flights were booked on desktops as compared with just 5% reserved on mobile. "
  • "And while nearly all of the online travel search engines from Expedia to Priceline have their own apps, consumers are still not using them to actually book travel."
  • "In their study, Worldpay found that the main reason American travelers abandoned their booking was that the checkout process took too long (21%) followed by they had to enter in too much information (20%) and that they were concerned the website wasn’t secure (20%)."
  • "A 2016 study by Google and Phocuswritght found that younger consumers were more likely than those over 35 to shop for flights on mobile, but still only 41% of millennials had ever shopped for a flight on their phone."
Quotes
  • "New Phocuswright research found that millennial business travelers (18-34) are booking almost half of their new airline reservations – and over half of their new hotel bookings – on smartphones. This shift is dramatic and has implications for all parts the business travel market."
  • "The smartphone is the platform of choice not only for research, but for bookings as well. With the rise in app usage, some mobile traveler bookings may be hidden from traditional corporate travel measurements – which may have led to the surprisingly high mobile numbers exposed in the survey."
Quotes
  • "The findings revealed that apps remain the ‘go to’ for traveler engagement. In many respects, native apps are the preferred channel over web due to their speed, additional functionality, and better overall UX."
  • "When it comes to check-in and boarding passes it doesn’t come as much of a surprise that apps are the favourite choice but things start to get interesting when you compare apps and web for travel search and booking. "
  • "58% of people prefer to use apps for searching for flights and 53% prefer apps to search accommodation, with a close run race for who wins out for booking. Web, on the other hand, wins out being the preferred choice when it comes to car rental and destination bookings."
Quotes
  • "However, when it came to splashing the cash people were more likely to buy on desktops. The average conversion rate for all sites on desktop was 2.7 times higher than on mobile browsers. "
  • " Globally, the travel sites had a conversion rate of 3% on desktop and 1.1% on mobile browsers for accommodation bookings. However, Booking.com had more than double the global average conversion rates with a 2.6% mobile web conversion rate and a 6.5% desktop conversion rate. "