Tripadvisor.com racked up 629 million US mobile site visits in 2015. This accounts for 55% of its total US traffic. This increase in mobile engagement should signal travel companies that they need to focus on creating frictionless mobile experiences — especially via apps. Oftentimes, mobile sites are simply replicas of their desktop site, sized to fit on a smartphone or tablet. This can cause headaches for the user who is now confronted with small text and boxes that are difficult to click on a mobile device. Building a branded app can help travel sites compete against others in the space by keeping users within its platform. For instance, in March Google launched its mobile web search tool, Destinations on Google. The search engine aggregates results from different airlines and hotels to provide a variety of options, in the same way that competitor sites like Kayak and Priceline do. But a major disadvantage of Destinations on Google is its lack of a single, recorded platform. Other travel search engines like TripAdvisor and Kayak allow users to create an account that stores user information should they want to access it later. Get the full story at Business Insider