Key findings in the report: - The age of mobile bookings is upon us. Just because the majority of bookings are still happening on desktop on average doesn’t mean there aren’t a significant and growing number of travelers who’d prefer to book on mobile. Taking a closer look at one of our anonymous user paths to purchase, we see that ‘Eric’ does the majority of his travel planning and booking on his mobile phone. He has 445 mobile touchpoints and three mobile bookings. But, only 6 desktop touchpoints and one desktop booking. This is indicative of the trend we are seeing towards not only mobile research but increasingly mobile bookings. - Booking behavior varies widely, even within individuals. In one example, an anonymous cruise traveler has ample lead time for air and cruise bookings at around 106 days. But, ‘Isabel’ is very much a last-minute booker for hotels—securing her hotel room only three days before her stay. Marketers are missing out if they advertised to ‘Isabel’ based on assumptions rather than using a platform like Sojern that can target each stage of that person’s unique path to purchase, regardless of how simple or complex their journey is. - Capitalize on the power of direct bookings. ‘Leslie’ visits the website of a boutique hotel nearly as many times after booking, as he does before booking. He visits the website to research room upgrades, amenities, activities and more. Had this traveler booked through a third party site, they would own the contact info, the relationship with the customer. With direct bookings, the hotel has an engaged a guest to whom they can upsell and make the stay memorable. This builds brand loyalty. Utilizing data to serve travelers more relevant ads will successfully drive direct bookings and higher RevPAR for your hotel. Get the full story at Sojern and download the full report at Sojern (free registration)