0 to 7,000,000 in few years – consumers accessing Travel sites via mobile browsers soars – But is that the only story?

Jul 2, 2009

The number of consumers accessing information and services via their mobile browsers hit a record high for many markets by the end of last year. The US in particular has experienced phenomenal growth with an increase of almost 62% during 2008 (m:metrics).

Published: 02 Jul 2009

The number of consumers accessing information and services via their mobile browsers hit a record high for many markets by the end of last year. The US in particular has experienced phenomenal growth with an increase of almost 62% during 2008 (m:metrics).

The continuous and stable growth in the penetration of mobile web usage in many travel markets is a clear indicator that mobile browsing is becoming more mainstream. It is by no means a dominant activity amongst mobile users yet but certainly indicative of the fast changing use of mobile phones. ComScore data reveals that across the US, UK, Germany, France, Italy and Spain, there were almost 7 million mobile browsers that accessed remote services or information related to travel, a significant shift given that only a few years ago this number would have been very close to zero. However EyeforTravel Research clearly shows that is not just mobile web browsing that is impacting the travel industry. Mobile has started to impact across all the consumer touch points.

Industry gets closer than ever to travel consumers

Travel companies from all across the industry are increasingly turning their attention towards the role of mobile in the quest to get closer and more engaged with the travel consumer. Travellers are beginning to interact with travel related services via their mobile phones in many ways and there’s evidence of innovations at many stages of the buying and customer cycles. Data does show that the role of travel services in the mobile application space is relatively low at the moment, but growth is highlighted in many of the key travel markets and the use of mobile applications to access information and services in general showed a sharp increase following the launch of the Apple App Store in June 2008. Italians are particularly avid users of mobile applications, and other non-voice data as well, and reached about 3.4 million users by the end of last year (m:metrics). Travel related information and functional applications such as weather, maps, currency converters, etc have experienced high growth and according to EyeforTravel Research the popularity has been echoed in their recent survey amongst UK consumers.

Revealed in a brand new report next week, EyeforTravel Research illustrate in the markets they review, that different demographic patterns have emerged for users of mobile data in general and mobile travel services. For example, the age of consumers accessing mobile travel services via their mobile browser appears very different between markets. The US, UK, France and Germany are dominated by the younger age groups but in Italy and Spain the users are weighted towards the relatively older consumers.

Mobile is at the point where ongoing growth suggests a similarity to many other areas of technology and almost exponential. There has been astonishing growth of the mobile ecosystem whether in terms of mobile adoption in general, data use, search, downloading mobile applications or browsing the mobile internet and analysts argue that becoming more familiar with the mobile user is vital for building a solid business case for mobile. In EyeforTravel’s recent Mobile Technology in Travel Report: The Detail, guidelines for developing user-centric mobile initiatives are offered and some of the highlights around the mobile consumer include some real positives:

      • It is important to think in terms of ‘scenarios’ as to how a typical customer could use their mobile as they engage with brand touch-points and move through their travel experience.
      • Some mobile travel consumers are willing to pay for innovative and appealing services on their mobile phones as the mobile culture has always operated on a paid service model in marked contrast to the free culture of the internet. Micropayments are a good way to generate revenue streams from customers using your mobile services.
      • It is clear that some customers want to share information about their trips and they want to do so in a way that is simple and user-friendly. Customers are proving very receptive to the idea that travel companies act as ‘enablers’ of the entire travel experience and have shown interest in such mobile initiatives.
      • It is important to think in terms of ‘scenarios’ as to how a typical customer could use their mobile as they engage with brand touch-points and move through their travel experience.
      • Some mobile travel consumers are willing to pay for innovative and appealing services on their mobile phones as the mobile culture has always operated on a paid service model in marked contrast to the free culture of the internet. Micropayments are a good way to generate revenue streams from customers using your mobile services.
      • It is clear that some customers want to share information about their trips and they want to do so in a way that is simple and user-friendly. Customers are proving very receptive to the idea that travel companies act as ‘enablers’ of the entire travel experience and have shown interest in such mobile initiatives.
      • It is important to think in terms of ‘scenarios’ as to how a typical customer could use their mobile as they engage with brand touch-points and move through their travel experience.
      • Some mobile travel consumers are willing to pay for innovative and appealing services on their mobile phones as the mobile culture has always operated on a paid service model in marked contrast to the free culture of the internet. Micropayments are a good way to generate revenue streams from customers using your mobile services.
      • It is clear that some customers want to share information about their trips and they want to do so in a way that is simple and user-friendly. Customers are proving very receptive to the idea that travel companies act as ‘enablers’ of the entire travel experience and have shown interest in such mobile initiatives.
      • It is important to think in terms of ‘scenarios’ as to how a typical customer could use their mobile as they engage with brand touch-points and move through their travel experience.
      • Some mobile travel consumers are willing to pay for innovative and appealing services on their mobile phones as the mobile culture has always operated on a paid service model in marked contrast to the free culture of the internet. Micropayments are a good way to generate revenue streams from customers using your mobile services.
      • It is clear that some customers want to share information about their trips and they want to do so in a way that is simple and user-friendly. Customers are proving very receptive to the idea that travel companies act as ‘enablers’ of the entire travel experience and have shown interest in such mobile initiatives.

    • Some clear points of caution and practical advice include:

      • Effective delivery of services to an individuals’ mobile device must be defined by personalisation and relevance.
      • Mobile travel consumers have high expectations and are impatient with services that are expensive, have a poor user experience or add any negativity to their travel experience.
      • Mobile travel consumers are very sensitive about their personal mobile device being used for marketing and advertising, care is needed.
      • With respect to serving the mobile customer effectively, the answer is in the detail
      • Usability, Usability, Usability. Oh and did we mention usability?
      • Your mobile customers are not just repackaged, scaled down and poorly focused versions of your online customers so don’t offer them mobile products and services that treat them as such. Once you lose a customer on mobile, given its personal nature it will prove almost impossible to get them back.
      • Effective delivery of services to an individuals’ mobile device must be defined by personalisation and relevance.
      • Mobile travel consumers have high expectations and are impatient with services that are expensive, have a poor user experience or add any negativity to their travel experience.
      • Mobile travel consumers are very sensitive about their personal mobile device being used for marketing and advertising, care is needed.
      • With respect to serving the mobile customer effectively, the answer is in the detail
      • Usability, Usability, Usability. Oh and did we mention usability?
      • Your mobile customers are not just repackaged, scaled down and poorly focused versions of your online customers so don’t offer them mobile products and services that treat them as such. Once you lose a customer on mobile, given its personal nature it will prove almost impossible to get them back.
      • Effective delivery of services to an individuals’ mobile device must be defined by personalisation and relevance.
      • Mobile travel consumers have high expectations and are impatient with services that are expensive, have a poor user experience or add any negativity to their travel experience.
      • Mobile travel consumers are very sensitive about their personal mobile device being used for marketing and advertising, care is needed.
      • With respect to serving the mobile customer effectively, the answer is in the detail
      • Usability, Usability, Usability. Oh and did we mention usability?
      • Your mobile customers are not just repackaged, scaled down and poorly focused versions of your online customers so don’t offer them mobile products and services that treat them as such. Once you lose a customer on mobile, given its personal nature it will prove almost impossible to get them back.
      • Effective delivery of services to an individuals’ mobile device must be defined by personalisation and relevance.
      • Mobile travel consumers have high expectations and are impatient with services that are expensive, have a poor user experience or add any negativity to their travel experience.
      • Mobile travel consumers are very sensitive about their personal mobile device being used for marketing and advertising, care is needed.
      • With respect to serving the mobile customer effectively, the answer is in the detail
      • Usability, Usability, Usability. Oh and did we mention usability?
      • Your mobile customers are not just repackaged, scaled down and poorly focused versions of your online customers so don’t offer them mobile products and services that treat them as such. Once you lose a customer on mobile, given its personal nature it will prove almost impossible to get them back.

    • Insights from leading travel companies featuring in the Mobile Technology in Travel Report: The Detail include these:

      • Sixt advises: When it comes to offering services to mobile customers; ‘less is more’
      • Lufthansa reminds us that your customers are mobile so as a travel company you need to be too
      • Lufthansa also notes that mobile is a standalone medium and that it offers new ways to connect with your customers and that it is a different not a limited channel
      • Egencia notes that sometimes, travel companies say ‘we tried something on mobile but nobody used it’ - you cannot push technology only through technology and you need to shout from the hilltops to your customers that you are mobile and that they should be trying your sexy new offering... engage your customers to buy-in to mobile
      • Rearden Commerce and Egencia advise companies to be aware of being entirely led by what customers say they want. Be user-centric but do not slavishly develop products and services. It is more important to anticipate customer’s needs and how they will use their mobiles in practice rather than developing a particular piece of functionality based on superficial customer feedback
      • Some customers love to use products and services that are addictive and fun. Rearden Commerce has taken this to heart in delivering mobile services that recognise that corporate travellers are social beings too.
      • Kayak indicates that mobile can be used to re-energise relationships with existing customers and engage with new customers
      • Lonely Planet has been focusing on mobile as a window into how customers are changing. They have found some consumers want to engage in rich content and social media activities delivered via their personal mobile device. This reflects the evolving relationship between content, experience and social media
      • Lonely Planet recognise that as customers evolve they are demanding a more and more interactive relationship with brands
      • Don’t assume customers will use a service in a particular way. lastminute.com suggests that customers do not necessarily behave in the way you expect and it is necessary to understand the broader concept of ‘mobility’ when creating mobile products and services that are customer-centric. Deliver a mobile service that is tailored to the way customers actually move through the travel experience.
      • Egencia have learnt that a part of understanding and serving mobile travellers is in applying the concept of the ‘time value of money.’ This is extremely important to not only corporate travellers but discerning leisure travellers as well
      • Put yourself in your customers’ shoes and be critical. WAYN have stressed that mobile initiatives should always enhance the core value proposition to the customer, if the added value is not clear-cut then don’t bother; go back to the drawing board
      • WAYN also points out that mobile consumers are social consumers, they note that the travel industry needs to think about mobile as inherently viral and that having a compelling service that users want to show their friends and acquaintances should not be underestimated. This way, the customers can help to do a lot of the hard work for you!
      • Don’t treat mobile as a box ticking exercise, Visit Britain warns, your mobile customers deserve better and it is crucial to develop services that reflect how customers use their mobiles
      • Sixt advises: When it comes to offering services to mobile customers; ‘less is more’
      • Lufthansa reminds us that your customers are mobile so as a travel company you need to be too
      • Lufthansa also notes that mobile is a standalone medium and that it offers new ways to connect with your customers and that it is a different not a limited channel
      • Egencia notes that sometimes, travel companies say ‘we tried something on mobile but nobody used it’ - you cannot push technology only through technology and you need to shout from the hilltops to your customers that you are mobile and that they should be trying your sexy new offering... engage your customers to buy-in to mobile
      • Rearden Commerce and Egencia advise companies to be aware of being entirely led by what customers say they want. Be user-centric but do not slavishly develop products and services. It is more important to anticipate customer’s needs and how they will use their mobiles in practice rather than developing a particular piece of functionality based on superficial customer feedback
      • Some customers love to use products and services that are addictive and fun. Rearden Commerce has taken this to heart in delivering mobile services that recognise that corporate travellers are social beings too.
      • Kayak indicates that mobile can be used to re-energise relationships with existing customers and engage with new customers
      • Lonely Planet has been focusing on mobile as a window into how customers are changing. They have found some consumers want to engage in rich content and social media activities delivered via their personal mobile device. This reflects the evolving relationship between content, experience and social media
      • Lonely Planet recognise that as customers evolve they are demanding a more and more interactive relationship with brands
      • Don’t assume customers will use a service in a particular way. lastminute.com suggests that customers do not necessarily behave in the way you expect and it is necessary to understand the broader concept of ‘mobility’ when creating mobile products and services that are customer-centric. Deliver a mobile service that is tailored to the way customers actually move through the travel experience.
      • Egencia have learnt that a part of understanding and serving mobile travellers is in applying the concept of the ‘time value of money.’ This is extremely important to not only corporate travellers but discerning leisure travellers as well
      • Put yourself in your customers’ shoes and be critical. WAYN have stressed that mobile initiatives should always enhance the core value proposition to the customer, if the added value is not clear-cut then don’t bother; go back to the drawing board
      • WAYN also points out that mobile consumers are social consumers, they note that the travel industry needs to think about mobile as inherently viral and that having a compelling service that users want to show their friends and acquaintances should not be underestimated. This way, the customers can help to do a lot of the hard work for you!
      • Don’t treat mobile as a box ticking exercise, Visit Britain warns, your mobile customers deserve better and it is crucial to develop services that reflect how customers use their mobiles
      • Sixt advises: When it comes to offering services to mobile customers; ‘less is more’
      • Lufthansa reminds us that your customers are mobile so as a travel company you need to be too
      • Lufthansa also notes that mobile is a standalone medium and that it offers new ways to connect with your customers and that it is a different not a limited channel
      • Egencia notes that sometimes, travel companies say ‘we tried something on mobile but nobody used it’ - you cannot push technology only through technology and you need to shout from the hilltops to your customers that you are mobile and that they should be trying your sexy new offering... engage your customers to buy-in to mobile
      • Rearden Commerce and Egencia advise companies to be aware of being entirely led by what customers say they want. Be user-centric but do not slavishly develop products and services. It is more important to anticipate customer’s needs and how they will use their mobiles in practice rather than developing a particular piece of functionality based on superficial customer feedback
      • Some customers love to use products and services that are addictive and fun. Rearden Commerce has taken this to heart in delivering mobile services that recognise that corporate travellers are social beings too.
      • Kayak indicates that mobile can be used to re-energise relationships with existing customers and engage with new customers
      • Lonely Planet has been focusing on mobile as a window into how customers are changing. They have found some consumers want to engage in rich content and social media activities delivered via their personal mobile device. This reflects the evolving relationship between content, experience and social media
      • Lonely Planet recognise that as customers evolve they are demanding a more and more interactive relationship with brands
      • Don’t assume customers will use a service in a particular way. lastminute.com suggests that customers do not necessarily behave in the way you expect and it is necessary to understand the broader concept of ‘mobility’ when creating mobile products and services that are customer-centric. Deliver a mobile service that is tailored to the way customers actually move through the travel experience.
      • Egencia have learnt that a part of understanding and serving mobile travellers is in applying the concept of the ‘time value of money.’ This is extremely important to not only corporate travellers but discerning leisure travellers as well
      • Put yourself in your customers’ shoes and be critical. WAYN have stressed that mobile initiatives should always enhance the core value proposition to the customer, if the added value is not clear-cut then don’t bother; go back to the drawing board
      • WAYN also points out that mobile consumers are social consumers, they note that the travel industry needs to think about mobile as inherently viral and that having a compelling service that users want to show their friends and acquaintances should not be underestimated. This way, the customers can help to do a lot of the hard work for you!
      • Don’t treat mobile as a box ticking exercise, Visit Britain warns, your mobile customers deserve better and it is crucial to develop services that reflect how customers use their mobiles
      • Sixt advises: When it comes to offering services to mobile customers; ‘less is more’
      • Lufthansa reminds us that your customers are mobile so as a travel company you need to be too
      • Lufthansa also notes that mobile is a standalone medium and that it offers new ways to connect with your customers and that it is a different not a limited channel
      • Egencia notes that sometimes, travel companies say ‘we tried something on mobile but nobody used it’ - you cannot push technology only through technology and you need to shout from the hilltops to your customers that you are mobile and that they should be trying your sexy new offering... engage your customers to buy-in to mobile
      • Rearden Commerce and Egencia advise companies to be aware of being entirely led by what customers say they want. Be user-centric but do not slavishly develop products and services. It is more important to anticipate customer’s needs and how they will use their mobiles in practice rather than developing a particular piece of functionality based on superficial customer feedback
      • Some customers love to use products and services that are addictive and fun. Rearden Commerce has taken this to heart in delivering mobile services that recognise that corporate travellers are social beings too.
      • Kayak indicates that mobile can be used to re-energise relationships with existing customers and engage with new customers
      • Lonely Planet has been focusing on mobile as a window into how customers are changing. They have found some consumers want to engage in rich content and social media activities delivered via their personal mobile device. This reflects the evolving relationship between content, experience and social media
      • Lonely Planet recognise that as customers evolve they are demanding a more and more interactive relationship with brands
      • Don’t assume customers will use a service in a particular way. lastminute.com suggests that customers do not necessarily behave in the way you expect and it is necessary to understand the broader concept of ‘mobility’ when creating mobile products and services that are customer-centric. Deliver a mobile service that is tailored to the way customers actually move through the travel experience.
      • Egencia have learnt that a part of understanding and serving mobile travellers is in applying the concept of the ‘time value of money.’ This is extremely important to not only corporate travellers but discerning leisure travellers as well
      • Put yourself in your customers’ shoes and be critical. WAYN have stressed that mobile initiatives should always enhance the core value proposition to the customer, if the added value is not clear-cut then don’t bother; go back to the drawing board
      • WAYN also points out that mobile consumers are social consumers, they note that the travel industry needs to think about mobile as inherently viral and that having a compelling service that users want to show their friends and acquaintances should not be underestimated. This way, the customers can help to do a lot of the hard work for you!
      • Don’t treat mobile as a box ticking exercise, Visit Britain warns, your mobile customers deserve better and it is crucial to develop services that reflect how customers use their mobiles

    • To be successful in mobile, as with any digital strategy, it is necessary to match and indeed exceed customer expectations. Amy Scarth, Head of Research at EyeforTravel explains that much of EyeforTravel’s School of Mobile going forward will be about working out exactly what those expectations are, the values, needs and desires, and how they are formed particularly in light of different social and cultural contexts and taking account of demographics, traveller typologies and geographies. They’re currently working on building global consumer intelligence for the travel industry ready to launch at World Travel Market in November and are keeping a close eye on the mobile solutions out there.

    To learn about how travel or tourism companies can build a business case for mobile, look through 16 exclusive case studies with leading travel and tourism companies from around the world and benefit from aggregated insight from leaders in the mobile space, you can register free today as an EyeforTravel Research Advanced Member. EyeforTravel Research Advanced Membership is a free resource for the travel industry and you can sign up here http://www.eyefortravelresearch.com/user/registration to gain immediate access to Advanced Member reports.

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