While the emergence of mobile as a major ecommerce platform is not new, the rapidly rising popularity of mobile for travel shopping speaks to both the increased quality of the user experience and the huge opportunity now available to marketers.
Not only did the volume of mobile bookings grew 20 percent in the first half of 2014 for online travel sites, but the average booking value was 21 percent higher on mobile for air and 13 percent higher for car rentals compared to desktop, according to a new report from Criteo.
These findings highlight why online travel sites such as Priceline, Expedia and Orbitz are embracing mobile, which accounted for most of the bookings growth during the first half while desktop bookings were up only 2 percent. The opportunity is not limited to the mobile Web, with in-app bookings also driving incremental bookings for travel companies, accounting for 12 percent of mobile conversions in June.
“The most surprising finding was how rapidly mobile has emerged as a key channel in this industry,” said Jason Morse, vice president of mobile product at Criteo.
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