Travelers on the go rely on their smartphones to book last minute hotel stays, according to Criteo’s new study “Travel Flash Report.” The study is based on Criteo’s 1,000-plus worldwide travel advertising clients, including both travel suppliers, such as airline brands, and online travel agencies (OTAs), such as travel aggregator sites.
60% of hotel bookings made off of an OTA website with less than 24 hours between the booking and check in are conducted on a smartphone, according to the study. 7% are made via tablet and 33% desktop. For hotel suppliers, 30% of their last-minute bookings on the site are made via smartphone, 11% tablet and 59% desktop. This data does not includes app bookings.
In fact, as time gets shorter between when a consumer books a hotel and plans to check in, the more likely it becomes the booking will be made via a smartphone for both OTA websites and supplier websites.
15% of hotel bookings off of an OTA mobile site are made via smartphone when check-in is more than 12 weeks away, 17% when it’s four to 12 weeks away, 23% one to four weeks, 29% two to seven days, 39% for 24 to 48 hours, and 60% for when check-in is less than 24 hours away.
For hotel bookings off of a supplier’s mobile site, 6% are made via smartphone when check-in is more than 12 weeks away, 7% via smartphone for both four to 12 weeks way and one to four weeks away, 11% via smartphone two to seven days, 13% for 24-48 hours, bumping up to 30% for less than 24 hours away.
In general, consumers use mobile to book via an OTA more than via a supplier. Of all bookings made via a mobile site for online travel agencies in the U.S. in Q1 2016, 32% were made via a smartphone and 8% via tablet, for a total of 40% of mobile bookings. For suppliers, mobile accounts for 18% of online bookings, 11% smartphone and 7% tablet.
Mobile accounted for 29% of travel bookings in the U.S. in Q1 2016. This includes smartphone and tablet bookings via browsers, and does not include apps. The worldwide average is 27%.
For all mobile travel bookings, 57% were made in app and 43% via mobile web in Q1 2016, according to the study.
Broken down by hotel vs. flight, 81% of mobile hotel bookings on an OTA mobile site are made via smartphone and 19% are made via tablet. 53% of flight bookings on an OTA mobile site are made via smartphone and 47% are made via tablet.
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