eMarketer estimates that nearly 25 million US mobile users will research travel information on their mobile devices before making a trip this year. Nearly 12 million will use the mobile channel to book their plans. The vast majority of both groups will be made up of smartphone users.

“Mobile has dramatically altered the travel experience,” said Noah Elkin, eMarketer principal analyst and author of the new report, “Mobile Travel Takes Off: Emerging Trends and Best Practices for Marketers.” “From pre-trip planning to in-flight and on-property services to context- and location-aware destination information, mobile devices promise to transform every phase in the travel process, putting vital information—and new marketing opportunities—within hand’s reach.”

By next year, 34% of smartphone users and 31% of mobile internet users in the US will research travel via mobile. At the same time, 18% of smartphone users and 16% of mobile internet users will book travel the same way.

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