Desk­top travel search dom­i­nates

Ac­cord­ing to So­jern’s Third Global Travel In­sights Re­port 2018, desk­top us­age for travel search re­mains re­silient de­spite the pop­u­lar­ity of mo­bile phones. Desk­tops are def­i­nitely here to stay!

TravTalk - Middle East - - STATISTICS -

The new re­port of­fers a quar­terly look at travel trends from around the world. So­jern’s data sci­ence team analy­ses bil­lions of travel in­tent sig­nals an­nu­ally to help 93 per cent of the For­tune 500 travel brands to bet­ter un­der­stand the book­ing behaviour of trav­ellers and how to reach them with mar­ket­ing mes­sages.

“Even with mo­bile de­vices nearing global sat­u­ra­tion, we con­tinue to see that travel plan­ning search vol­ume re­mains desk­top-heavy,” said Jackie Lamp­ing, Vice Pres­i­dent—Mar­ket­ing, So­jern. “While there’s clear ev­i­dence that mo­bile is play­ing an in­creas­ing role in the dream­ing and in­spi­ra­tion phases of trip plan­ning—mostly driven through so­cial sharing on Face­book and In­sta­gram— trav­ellers still come back to their desk­top in or­der to re­search op­tions in more de­tail, com­pare prices and ul­ti­mately ar­rive at a con­fi­dent de­ci­sion.”

So­jern data shows that only 28 per cent of travel searches in the US came from mo­biles in the last quar­ter. Lamp­ing ex­plained, “Many con­sumers still feel that the price com­par­i­son shop­ping ex­pe­ri­ence is bet­ter on desk­top—whether that’s due to faster Wi-Fi or web­site load times, ac­cess to more con­tent, or the abil­ity to open mul­ti­ple brows­ing win­dows si­mul­ta­ne­ously.”

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