What's your mobile strategy?
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What's your mobile strategy?
05 March 2014

Are you capturing the attention of mobile savvy travellers? Tourism industry research and online analytics consistently show significant growth in mobile device use when browsing and booking travel options online.

When it comes to the tourist's device of choice, smartphones continue to rule however tablet or iPad ownership is rapidly increasing. An October 2013 survey* of regular online travel bookers revealed 75% of online bookers had smartphones and 44% owned tablets, a 31% increase of tablet owners since 2012. Online booking via tablets is expected to increase to 66% by the end of 2014.

Businesses who already have a 'mobile' website or travel app can't breathe a sigh of relief just yet; a website designed specifically for a smartphone visitor might not serve the needs of an iPad or tablet user. Due to the larger screen size and type functions, tablet owners are 20% more likely to book on their tablet, versus on their smartphone - this is where a Responsive website comes into its own.

TripBarometer's 'Mobile & Social Survey'** reveals the mobile habits of tourists:

  • 85% bring their smartphones on vacation
  • 61% report using social media while travelling
  • Over 65% of time spent on social media is done through mobile devices and apps
  • 92% of users said they use their smartphone to access photos
  • 86% use their smartphone to access maps

As smartphones become more advanced, and the use of mobile devices for making purchases continues to increase, it is crucial for businesses to have a robust mobile strategy by keeping location, time, screen size, content preciseness, and consumer intent in mind. It is important to have either a mobile-specific website or a responsive website that scales properly on different device screens. In addition, ensure that your site is well optimised by testing it on different devices (from PC to mobile to tablet) and take time to look at your mobile traffic and analytics reports.

Here are some recommendations to get you started:

  • Have either a well optimised mobile site or responsive website that scales appropriately
  • Highlight the most crucial information for mobile users on your site. Having too much content can drown out the important points and decrease your mobile site’s usability
  • Run PPC for mobile search - we are seeing higher conversion on mobile platform than web
  • Continue to leverage channels such as Google
  • Review your mobile site user analytics to ensure you continue to enhance your site for better conversion


We can help you attract and convert your mobile customers. Talk to our Tourism Marketing Specialists today on +64 7 541 1111 or marketing@reservegroup.




Data Source:

* PhoCusWright Travel Media survey.

**TripAdvisor TripBarometer survey.


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