In the first half of 2015, the age-defining shift from desktop to mobile and tablet devices continued its rigorous pace: more than 21% of online bookings and nearly 19% of roomnights are generated from non-desktop devices (smartphones + tablets), while 54% of web visitors and nearly 40% of page views come from tablets and mobile devices (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. What should hoteliers be doing to meet the challenges created by this dramatic shift from desktop to mobile and tablet? To begin with, hotel marketers should view these challenges as new opportunities for revenue generation and customer engagement across all three “screens:” desktop, mobile and tablet. Here are a few actions steps to help hoteliers address this multi-device user behavior. Get the full story at HeBS Digital