31st August 2012
We are all aware of the growth in mobile and for the hotel industry it is rapidly increasing in its importance for room bookings in particular.
Robert Rauch, president of San Diego-based R.A. Rauch & Associates hotel consulting, explained that in 2011, 20% of all travel was booked on a mobile device from almost no mobile bookings made in the two years prior. Robert claimed that 80% of all bookings will be made on mobile devices within three years.
Indeed, since launching a PPC campaign for a mobile site of one our hotel brands, we have experienced a click through rate that has doubled and a significant drop in cost per click compared with the non-mobile site campaign for the same brand.
This projected figure proves the importance for hotel marketers to focus their efforts on the mobile arena. A customer who has a bad experience accessing a Hotel’s site on a mobile device is highly likely to book elsewhere, especially if it’s slow. A recent study found 60% of tablet owners expect a website to load in under three seconds, and two-thirds cited slow web pages as a reason for recent frustrating mobile web experiences.
But a hotel needs to consider all customer touch points and the use of mobile within this, it’s not just your site they will be viewing but your emails too, so these also need to be optimised for viewing on tablets and smartphones.