Like most global industries, hospitality has seen a tremendous shift toward mobile-first online traffic over the past five to 10 years. Mobile visits now make up 53% of traffic to travel sites — and in the case of my agency’s hotel clients, they often reach levels of 60% or higher.
Yet for all the travel research being done on mobile phones, mobile conversions are still lagging well behind the benchmarks seen across other industries. While mobile represents 53% of total online sales across all industries, that number drops to 29% within travel. This shows consumers’ reluctance for booking hotel stays on their mobile devices as opposed to desktop. I think this is largely due to slower load times making the mobile booking experience uncomfortable.