Mobile search rates for hotels reach huge level
Mobile searches for budget hotels outweigh those for luxury properties – but the latter is growing fast.
Searches at the economy end of the scale in hotels now come 73% from a mobile device.
Midscale properties are at 62%, upscale are 53% and luxury at 45%, the data from throughout 2016 showed.
But the top-end is showing the fastest rate of growth, with searches for luxury hotels increasing by 23% in the six months between July and December 2016, compared the same period in 2015.
Economy property searches increased by 14% during the timeframe.
Whilst the lower rate of growth for budget properties is “partially due to the fact that most searches for hotels in this segment are happening on mobile”, according to Sojern, familiarity with mobile engines by those that would ordinary have used a laptop for a “more considered buy” (ie expensive) is also starting to kick in.
Other datapoints shared in the study include:
Growth in searches for brand term types
Search and booking time trends (blue is search, orange in booking)
Frequency of other products before hotel activity (blue is search, orange is booking)
Hotel search lead times
Hotel booking lead times
Kurt Weinsheimer, senior vice president of property solutions at Sojern, says:
“Travel audiences are incredibly savvy researchers and comparison-shoppers, sometimes visiting 30 or more websites, apps, and aggregators to research and book.
“When you account for the different devices being employed and overlay that with the multitude of channels visited throughout the path-to-purchase, the complexity for marketers increases exponentially.”
NB: The full interactive report is available here.
Kevin is senior editor and a co-founder at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and publishes his first book - a biography about Depeche Mode - in early-2017.