The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Online travel agencies leave hotels at the door when it comes to mobile booking

Online travel agencies leave hotels at the door when it comes to mobile booking | The Insight Files | Scoop.it

Consumers are booking hotels via OTAs rather than direct with suppliers when it comes to booking via smartphone according to research from Criteo. The Criteo Travel Flash report says that hotel bookings made on smartphone are three times higher for OTAs compared with hotels and that the trend increases from January when OTA bookings are about 19% to June when they hit 26%. By contrast, bookings via smartphone to hotels stay around 7% throughout the six month period. This could be for a number of reasons, not least the ability to compare properties more easily using an OTA's app or website and the amount of development OTAs have put into their mobile strategies. Find out more.

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Are OTAs doing enough to capture consumer attention early?

Are OTAs doing enough to capture consumer attention early? | The Insight Files | Scoop.it

OTAs must do more to capture consumer attention earlier in the travel purchase decision funnel, says new research by Millward Brown. Consumers spend a disproportionally larger amount of time shopping other travel products prior to booking a hotel. Of those consumers who book a flight on an airline supplier site, 80% would choose a supplier site for their hotel booking. Conversely just 50% of those who book a flight on an OTA would also use an OTA for their hotel booking. For those who start researching hotels on an OTA, 66% will complete that booking with an OTA. For hotel bookers who initiate flight/car research with an OTA, 58% will ultimately book a hotel with an OTA. Hotel suppliers see the most stickiness when it comes to research leading to booking. While advertising will continue to be an essential driver for inbound traffic and conversions for OTAs, the key takeaway is that OTAs should also consider the earlier weeks in a consumer's path to purchase. The opportunity to immediately capture a booking not only increases revenue but keeps it out of the hands of competitors.

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