From the Online to the Mobile Travel Era

Internet access is increasingly mobile

Internet access is becoming increasingly mobile with mobile broadband subscriptions dominating total broadband subscriptions globally in 2014 with a 78% share.

Mobile travel bookings record sharp growth

Mobile sales accounted for 12.5% of total online travel bookings made globally in 2014 and are expected to account for 25% of total global online travel bookings by 2019, to eventually account for the majority of global online travel sales.

OTAs lead mobile travel sales

Online travel agencies (OTAs) was the leading travel category for mobile bookings in 2014. Their leadership in the fast-growing mobile channel translates into a competitive advantage over direct suppliers and traditional intermediaries.

Mobile channel changes consumer behaviour in travel

The rise of the mobile channel has changed travel consumer behaviour as always-connected travellers now use their mobile devices to find information and seek customer services, as well as make additional bookings, during their trips.

Travel companies forced to change their business models

The shift of focus from the time before the trip to the time during the trip means for travel companies a change to their business models, which need to incorporate mobile travel assistance, services and bookings.

Towards an increasingly personalised mobile travel experience

Travel players will be increasingly able to suggest travellers the best things to do for them in the location they are visiting on the basis of their personal preferences, of their exact location, and of the time of the day.

Disrupting travel competitive landscape

The rise of the mobile channel is expected to have a significant impact on the travel competitive landscape, favouring those players that can respond more effectively to the challenges coming from the new technological developments and consumer behaviour.