Booking.com rated best in travel for users of mobile devices

Booking.com is the top travel brand for users of mobile devices, according to a new study, and Ryanair is the worst.

The survey, by e-commerce solutions provider EPiServer found that Booking.com out-ranked all other top travel companies in its ability to provide ‘a seamless and quality experience’ across its site and range of tablet and smartphone apps.

It gave booking.com a score of 72%, just a notch higher than Expedia at 71%. It said the brand offered clear navigation and design, scoring highly for ease of use, the ability to find essential information and support touchscreen functions.

All of its apps provided some degree of personalisation, it said, and Booking.com’s mobile presence matched its desktop site in both design and layout.

Ryanair came bottom of the pile, scoring just 31%.

The EPiServer UK Travel Beanchmark Report examined the mobile experiences delivered by the UK’s 10 most popular travel sites, scoring them on 25 ranking factos across iPhone, iPad and Adnroid apps and mobile websites.

The survey focused on whether the brands were meeting consumer demand for rich, personalised experiences and seamless journeys from browsing to booking.

All travel companies assessed fell short of maximizing the opportunity to reach and convert a significant audience through the mobile strategies, it said.

One in 5 adults use mobile devices to book or arrange travel, is said, making these transactions amongst the most common purchases made on a mobile.

"But rather than treating the different mobile platforms as complimentary aspects of a holistic marketing approach, the travel brands are focusing attention on just one or two devices and giving far less than satisfying customer experiences to others, particularly Android tablets," said EPiServer.

"Device diversity is increasing, so it is becoming more critical for brands to deliver consistently good experiences across any device or platform."

 EPiServer’s research also revealed that while iOS devices are the top choice for buying on via a mobile, commerce across other devices, including Android and Windows, is increasing. Consumers are also using both tablets and smartphones to shop across apps and mobile sites. 

Scores from the 10 travel companies varied from 72% to 31%, with an overall average score of 54%, indicating room for improvement, it added.

The scores for the 10 travel brands:

1. Booking.com – 72%

2. Expedia – 71%

3. TripAdvisor – 67%

4. Thetrainline.com – 54%

5. LateRooms – 52%

=7. easyJet – 51%

=7. SkyScanner – 51%

8. British Airways – 49%

9. lastminute.com – 40%

10. Ryanair – 31%

David Bowen, eCommerce Product Manager at EPiServer, said: "Mobile has become a disruptor in the digital commerce sector. In order to differentiate in what is fast-becoming a mobile-first sector, travel brands must connect their content with the commerce experience, leading visitors seamlessly through the entire customer journey from search, to reviews, to transaction.

"There is a thirst among consumers for researching and booking travel via a range of mobile devices. The challenge for brands is to deliver personalised content for every visitor, and efficiently being able to provide the same, quality experience regardless of whether they visit you through an app, mobile site or desktop to keep them engaged on the path to purchase."