Mobile travel bookings may have started out as a footnote on the balance sheet, but smartphones and tablets are on track to capture nearly one in five online travel dollars by 2014. According to a new report, Phocuswright's U.S. Mobile Travel Report: Market Sizing and Consumer Trends, U.S. mobile leisure/unmanaged business travel bookings will more than triple from 2012 to 2014, when mobile bookings will reach US$25.8 billion.
While using a mobile phone to purchase travel products is not yet mainstream, the share of travelers who have done so is growing. In 2012, three in ten mobile web users booked/purchased travel products such as hotel rooms or flights via their mobile phone, up from 26% in 2011. By comparison, more than eight in ten mobile web users viewed maps/directions via a mobile phone, while over half researched travel destinations or products.
"Everyone knows mobile activity is booming, but it's hard for companies to know where they stand when growth rates are so high," said Cathy Schetzina, senior analyst and director, communications. "In fact, mobile bookings will increase so quickly over the next two years that a 40% growth rate can mean you're falling behind."
Phocuswright's U.S. Mobile Travel Report: Market Sizing and Consumer Trends integrates consumer research, executive interviews and proprietary mobile market sizing to provide a clear picture of the status and outlook of the U.S. mobile travel market. The report highlights trends in mobile research, planning and booking behavior, with mobile market sizing and projections for key travel segments.
- U.S. mobile travel market size and forecast through 2014, including breakouts for air, hotel, car rental and OTAs
- Online travelers' ownership and adoption of tablets and smartphones
- Mobile travel activities during the research, booking and post-booking phases
- Mobile application versus website usage
- Consumer and industry trends by segment (airlines, hotels, car rental, in-destination activities)
- Traveler interest in future mobile Internet capabilities
Understanding the relative importance of mobile features and functionalities across both smartphones and tablets is essential to prioritizing mobile initiatives. Purchase Phocuswright's U.S. Mobile Travel Report
to gain insight into the mobile habits and preferences of U.S. online travelers.
NOTE: This pre-release item is expected to publish February 26, 2013.