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28pc have booked a hotel on mobile: Expedia

Expedia.com and Egencia, Expedia?s business travel brand, have released results from a global study on mobile-device-related behavior indicating consumers? deep dependence on mobile devices while traveling.

Expedia discovered that 94 percent of individuals worldwide bring at least one mobile device with them on personal vacations, with 97 percent doing the same for business trips. The study, which was undertaken by global research firm Northstar, compiled results from nearly 9,000 adults across 25 countries.

?The results of the Expedia/Egencia Mobile Index confirm our belief that today?s travelers are more mobile than ever and will only continue to rely on their favorite devices to help than research, plan and book travel,? said Tarran Vaillancourt, senior public relations manager at Expedia, Bellevue, WA. ?We?ve always focused on ways to ramp up and support our mobile strategy, and will continue to do so moving forward to make sure our customers are able to use Expedia in the way that is most convenient and comfortable for them.?

Devices as concierges
Many consumers now use mobile devices as personal concierges, due to the large presence of hotel and travel mobile applications such as Expedia.com and Kayak.com that allow for easy booking and browsing. Travelers rely on their personal devices to look up restaurant and hotel reviews, activity information and updated travel times.

Mobile devices also allow for easy sharing of vacation snapshots on social media sites.

The study revealed that 76 percent of travelers claimed their smartphones are ?very important/critical? to daily life, while more than one-third of the world?s travelers use their mobile device more while traveling than while at home.

However, consumers believe themselves to be well-versed in mobile device etiquette, with 53 percent of surveyors saying that making calls on speakerphone is considered offensive in public, followed closely by taboos of playing music without headphones and taking photos of strangers.

Mobile as priority
The study also displayed that complimentary Wi-Fi is considered a top hotel perk, with 56 percent of consumers reporting that pricing of Wi-Fi and availability affect decision-making when choosing a hotel and flight. Complimentary Wi-Fi is especially important for business travelers, with 86 percent ranking it as a very or somewhat important factor when booking a hotel.

Email and messaging functions are the number one priority for consumers on the road, with camera and video recording as a close second.

While many consumers still use laptops and desktops as primary ways of booking travel, 78 and 71 percent of business travelers have used smartphones and tablets for planning purposes, respectively. The most common activities on those devices are researching possible destinations and managing itineraries.

Expedia found that 28 percent of adults owning a mobile device have used it to book a hotel.

Meanwhile, 16 percent of travelers were revealed to always carry a power cord with them in order to recharge mobile devices the moment one loses power.

Expedia acknowledges that this is the new normal for travel, and that the study will provide information for the hospitality brand to deliver contextually relevant mobile experiences.

?At Expedia, we definitely feel the travel industry is steadily moving more towards mobile to meet and exceed the needs of the modern traveler,? Ms. Vaillancourt  said. ?As today?s consumers depend more heavily on their mobile devices, the travel industry needs to change and adapt with them in order to reach these customers wherever and however they choose to shop.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York