Marketers such as Delta Airlines and Marriott International have stepped up the functionality of their mobile apps to better prepare them for a new era in which mobile platforms will come to dominate the travel industry. The report, which was prepared in partnership with Facebook, concluded that within three to five years mobile platforms will be at parity with or will supplant desktop platforms for all phases of the travel experience. “Mobile is another round of disruption in the travel industry,” said Stephen Kremser, a BCG partner and co-author of the research. “While online penetration in travel is quite high, it is actually quite low in terms of mobile. “Mobile seems to be providing an opportunity to reset the landscape.” The rapid pace of change in mobile app functionality and appearance means that apps that were seen as advanced just a year ago may already be outdated, Mr. Kremser said. Get the full story at Mobile Commerce Daily