it comes to business planning and go-to-market strategies today, it’s not
uncommon to hear the phrase “mobile first” and with good reason: In the U.S.,
smartphone ownership has grown from
51% in 2013 to 85% in 2018.
All this is to say that worldwide smartphone penetration has
soared, and with so many people using and becoming increasingly reliant on “the
computers in their pockets,” companies — particularly those in the travel industry —
must lead with mobile-first strategies. Smartphone penetration and greater
mobile connectivity have also created another growing trend of which travel
marketers need to be mindful: last-minute decision-making. This analysis
explores the cause and effect of smartphone-created last-minute decision-making
that continues to impact travel’s entire digital funnel.