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From Desktop to Mobile: The 2013 Shift in Hotel Bookings

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As technology continues to shift the way people acquire information, travel sites have observed a shift in the way potential travelers are accessing and booking hotel reservations.  A HeBSdigital case study has quantified this data, and shows how dramatic this shift has been in the past 12 months.

Some of the Key Developments found in Q3 2013 include:

*Over 35% of web visitors and nearly 32% of page views were generated from non-desktop devices including mobile and tablets.  Within this statistic, the iPad outperformed all other tablet devices and was responsible for 88.2% of page views and nearly 97% of tablet revenue.

*Over 12% of bookings, room nights and revenue came from tables and mobile devices.  This does not include voice reservations originating from the mobile websites of HeBSdigital clients.

*Tables generated 210% more room nights and 603% more revenue than “pure” mobile devices.

Notable Developments from Q3 2012 to Q3 2013 include:

*Page views, visits, bookings, room nights and revenue have all declined through the desktop channel.

*Website visitors to desktop websites declined by 17%, while increasing by nearly 85% via mobile channels.

*Revenue from mobile devices nearly doubled as travel consumers become more comfortable conducting transactions through their smartphones and as smartphone penetration reaches an all-time high – nearly 50% in the U.S.

With this dynamic shift from desktop to mobile/tablet options, what can you do to ensure your content is properly accessed?  Try to treat the desktop, mobile and tablet as three separate channels:

Desktop Channel:  Always make sure your desktop website is in good health, and complies with best practices in hotel distribution, design, site architecture and SEO.

Mobile Channel:  A mobile website generates incremental revenue through mobile and voice reservations.

Tablet Channel:   Present tablet users with an enhanced, highly-visual version of the desktop website enabled for the touch-screen tablet environment.

Make sure the correct website content is being served in the right device category while ensuring the maximum user experience, relevancy of information and conversions.  All three channels (desktop, mobile, tablet) must be integrated in the hotel’s multi-channel marketing strategy. Use analytics to determine contributions from and the dynamics of each of the three channels.

For more information on this study or to see additional studies regarding the Three Screen Shift, click here.

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