The full year results for 2015 are in and one thing is clear: the age-defining shift from desktop to mobile and tablet devices continued its rigorous pace: more than 20% of online bookings and roomnights are generated from non-desktop devices (smartphones + tablets), while nearly 50% of web visitors and over 44% of page views come from tablets and mobile devices. The mobile channel contributes directly to additional 30%-40% bookings via the voice channel (HeBS Digital Research). According to Google Research, nine out of ten people are “cross-device” Internet browsers and researchers, using multiple devices sequentially (moving from one device to another at different times). Smartphones are by far the most common starting point for sequential activity: 65% of users start their research on a smartphone and 60% continue on a desktop device. As an example, 55% of users use multiple screens sequentially when researching pricing information in travel. Hoteliers, if you haven’t invested in and taken advantage of this rapidly developing multi-channel, multi-device world, this should be your top priority in 2016. Mobile should never be an afterthought; it should be part of your overall strategy. Get the full story at HeBS Digital