Researching: Across all markets, researching hotels and airfares is a s common as shopping for clothing on amobile device. Booking: When it comes to booking, user experience matters across all devices. Across all markets, across all devices, smartphone users cite price as the most important factor in booking. An easy search functionality and a simple booking process are also cited as important features. Friction on a mobile site when completing the booking can lead to travelers trying another site. In-destination planning: Smartphones are the new concierge. Over 70% of U.S. travelers agree that they "always" use their smartphones when traveling, up from 41% in 2015. Travelers most frequently use their mobile devices to research activities or attractions, to locate shopping areas and restaurants, or to look up directions. Get the full story at Think with Google