Mobile Now Overtaking the Travel Industry
The travel booking industry is seeing a sea change as the use of mobile devices for bookings rises. Mollie Spilman, chief revenue officer for Criteo, joins MoneyBeat.
查看所有 Criteo 最新消息
The travel booking industry is seeing a sea change as the use of mobile devices for bookings rises. Mollie Spilman, chief revenue officer for Criteo, joins MoneyBeat.
People may be spending most of their mobile time in apps, but don’t tell that to Chris Taylor of 1-800-Flowers.com. The retailer's digital marketing head on Monday pointed out that its mobile customers still mostly come through the Web. That’s partly because people tend to buy its main products — flowers and small gifts — infrequently, which doesn’t lend itself to regular app use.
According to Criteo’s Travel Flash Report, the first half of 2014 saw mobile bookings on travel websites growing faster than desktop, at 20 percent versus 2 percent.
(Mobile) is a smaller screen, but it’s actually personalized. You don’t have a lot going on. It’s very specific and targeted and relevant to an individual person versus a bigger screen on a desktop that might be used by many different people.
For the first six months of 2014, over 40 percent of Americans booked travel reservations — flights, hotels, cruises, for example — on mobile devices, up more than 20 percent for the same period last year, according to Criteo’s new Travel Flash Report.
Not only did the volume of mobile bookings grew 20 percent in the first half of 2014 for online travel sites, but the average booking value was 21 percent higher on mobile for air and 13 percent higher for car rentals compared to desktop, according to a new report from Criteo.
New research from retargeting ad platform Criteo provides further indications that mobile is playing a growing role in the travel booking process. The firm based its findings on first-party transaction data from 1,000 travel sites in the first half of 2014. These include travel suppliers as well as online travel agencies (OTAs) that work with Criteo.
“The most surprising finding was how rapidly mobile has emerged as a key channel in this industry,” said Jason Morse, vice president of mobile product at Criteo.