Smartphone hotel bookings are more prevalent than ever, and that is expected to continue. It is important to understand your mobile audience because 35% of U.S. travelers use their smartphones to explore travel options and 25% use them to book (Phocuswright, The Mobile Travel Landscape 2015.)

Twenty-nine percent of those polled in a recent study by Millward Brown Digital prefer to book their hotel stay through a mobile app. Those who download and book through apps are those who are making a commitment to your brand, perhaps those who are loyalty program members. This is something to take into consideration when configuring your apps in order to best serve the customers utilizing them.

The same research shows that 43% of people book hotels mostly using a mobile browser. This is important information because it proves that having a responsive website is necessary in order to maintain or increase hotel bookings. One reason being your hotel’s online visibility since sites that do not feature a mobile-friendly display are not favored by search engines and also because of overall usability. If your site is not user-friendly, travelers will go to another that is.

This leaves 28% that use both methods equally.

Paying attention to what is working for your hotel in your apps and on your mobile site is a pivotal part of your success. Gathering feedback about user experience on your apps and websites can help your hotel to maintain/increase bookings by giving your users what they really want.


IcePortal helps clients manage and distribute visual content to over 11 million unique visitors a month on 1,000s of travel and local websites around the globe in nine languages. To know more about us visit our social profiles on Facebook, Twitter, LinkedIn or Google+; visit ICEPortal, or give us a call at (+1)954-893-6778. We would love to hear from you!
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