Mobile bookings to triple over next two years
One quarter of U.S. online bookings will be made on mobile devices in 2015, research by PhoCusWright suggests.
The company’s U.S. Online Travel Overview Thirteenth Edition report shows that, although the U.S. travel market growth has slowed slightly this year, as the country’s sluggish economic recovery takes its toll, the staggering pace of mobile adoption continues unabated, with mobile travel bookings sustaining triple-digit growth in 2013.
PhoCusWright reports mobile travel bookings will more than triple over the next two years, to reach $39.5 million by 2015.
Mobile travel bookings are projected to comprise over one quarter of the U.S. online travel market in 2015 – up from just 2% in 2011.
Mobile will represent a compelling competitive battleground for suppliers and OTAs over the next two years, as U.S. travel market growth remains in the 4-5% range.
Despite the maturity of the online channel, online growth will continue to outpace the overall travel market through 2015.
PhoCusWright research analyst Maggie Rauch said: "Mobile devices are quickly becoming an integral part of the travel lifecycle, essential tools for planning and managing trips.
"But there is still much to be done to drive transactions via both tablets and smartphones. "Every serious player in the online travel space is prioritizing mobile technology development and pushing hard to increase their share of mobile bookings."
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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