Online marketing experts may wish to take a peek at the findings of a new study carried out for the travel industry by the Total Media agency.
The agency spend a year surveying the British public’s attitudes to booking holidays and found that more and more people are using mobile devices such as smartphones and iPads to make their holiday arrangements.
The company urged travel operators to do more to make their websites mobile browing-friendly and to develop their own travel apps – or at least to throw their weight behind the more successful apps on the market.
Its researchers found that 18 per cent of 16 to 24-year-olds wished to look up flight times on their phones, while 15 per cent wanted to book hotel rooms via their mobile devices and 15 per cent of 16 to 44-year-olds were already using their phones to get as much information as possible about their holiday destinations. Online advertising campaigns need to be aware of this growing trend and bear it in mind when focusing their online marketing strategies, such as making more use of such local advertising features as Google Maps.
With the growing popularity of travel apps, Total Media discovered that a hefty 44 per cent of consumers would prefer to download a free travel app sponsored by a travel company than buy a non-sponsored equivalent.
The report said: “The huge demand for sponsored apps provides a massive opportunity for brands. Free to the user, perhaps, but it is an excellent way for established brands to both cement their position in the market and engage with new customers in a fresh manner.”
Total Media managing director Nick Oram commented: “Destination companies of all types – hotels, restaurants, museums – must start to engage with real time and geographic mobile services.”