Mobile devices account for over half of online travel bookings

Mobile devices account for over half of online travel bookings
Mobile devices have overtaken desktops for online travel and tourism bookings in the Middle East.
Published: 11 April 2018 - 1:23 a.m.
By: Mark Sutton

Over half of all bookings with online travel agents in the Middle East were made using mobile devices, according to commerce marketing technology company Criteo.

Fifty percent of bookings were from mobile phones and three percent from tablets, against 47% on desktops. This compared to a global average of 45% of bookings on mobile devices.

The data came from Criteo's Q4 2017 Travel Flash Report, which surveyed 1,800 travel advertisers across 59 countries.

The survey also showed that travel companies with mobile apps saw 60% of their bookings take place on mobile devices, up from 41% during the same period in 2016.

The increase in mobile travel booking is being mainly driven by travellers looking for last-minute deals and over-night stays. With mobile platforms making it easier than ever before to book a weekend away, searches on smartphones and bespoke travel booking apps have spiked, and account for up to 89% of traffic, for last-minute bookings. In the Middle East, mobile bookings at 53% surpassed all other regions.

Michele Iozzo, Managing Director Middle East & Africa, said: "Shoppers in the Middle East are increasingly booking their travels from apps and smartphones due to the flexibility and accessibility of these platforms. However, with the holiday booking period approaching, online travel agencies and suppliers need to ensure that convenience doesn't come at the price of a great user experience. Connecting all of those touchpoints across platforms and devices, and providing the shopper with a unique and seamless booking experience is thus key for a successful booking season."

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