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Mobile
Travel Bookings Taking Flight:
Online
Trends Revealed in Criteo’s 2014 Travel Flash Report
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–
Travel
bookings via mobile devices increase by more than 20 percent in the first
six months of 2014 –
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Mobile
travel apps become more popular as in-app bookings account for 12 percent
of mobile bookings –
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New
York, NY – September 2014 / Newsmaker Alert / Criteo
(CRTO), the performance
advertising technology company, has revealed its Travel Flash Report that
highlights the increased use of mobile devices in consumer travel planning
and purchasing worldwide. This report provides insight on both the share
and value of bookings generated from mobile devices for travel websites,
including airlines, hotels, car rentals, cruises and apartments, and the
impact this has on marketers’ advertising campaigns.
The
Travel Flash Report represents the activity of more than 1,000 travel websites
worldwide in the first half of 2014. Key takeaways include:
Global
Findings:
-
Mobile
bookings are growing faster than desktop: 20 percent versus 2 percent
over the first six months of 2014.
-
Smartphones
and tablets account for 21 percent of hotel bookings.
-
Peer-to-peer
apartment rentals is the category with highest mobile penetration (34
percent globally).
-
The value
of mobile bookings is increasing in every area except for accommodation.
The average booking value was 21 percent higher for air travel and
13
percent higher for car rentals, but 30 percent lower for hotel
bookings on mobile devices than desktop.
-
In-app
bookings account for 12 percent of total mobile bookings.
-
The value
of bookings by device varies across categories: there’s an average $600
more spent on packages booked on the iPad compared to those booked
via any Android device. However, the value of Android bookings for flights
outpaces all other mobile devices.
Regional
Findings:
-
Asia
Pacific leads the way with more than 20 percent of travel bookings
made on a mobile device, with Brazil and Germany less than 10 percent.
-
With a
42 percent increase, Latin America has the most significant seasonal
growth in online bookings for travel advertisers. This coincided with the
2014 FIFA World Cup in Brazil.
-
Online
travel agencies’ bookings climb by 50 percent throughout the season in
Europe
and the US, but the average value of those bookings falls by 19 percent.
For hotel suppliers, however, the booking numbers remain stable throughout
the first half of 2014, with peaks in value in February and June.
“Mobile
is the driving force behind the exponential growth in online travel booking
and sales, and that’s only set to continue in the second half of this year
and beyond,” said Jason Morse, vice president, mobile product at Criteo.
“With smart phones and tablets in nearly every consumer’s hands today,
travel marketers need to think strategically about developing a highly
effective omni-channel marketing experience. That means ensuring the entire
consumer experience – from the ads to shopping carts – is mobile optimized.
Determining budget across desktop and mobile must be completely fluid because
consumers are making decisions in real-time, requiring that the booking
experience be streamlined and integrated with mobile-friendly payment systems
to ease the all-important path to purchase.”
To
download Criteo’s complete Travel Flash Report, please visit: criteo.com/resources/travel-flash-report-online-travels-never-looked-so-mobile.
About
Criteo
Criteo
delivers personalized performance advertising at an extensive scale. Measuring
return on post-click sales, Criteo makes ROI transparent and easy to measure.
Criteo has over 1,000 employees in 17 offices across the Americas, Europe
and Asia Pacific, serving over 6,000 advertisers worldwide with direct
relationships with over 7,000 publishers.
For
more information, please visit www.criteo.com.
Contact:
Emma
Ferns
Global
Public Relations Director
Criteo |