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From the Online to the Mobile Travel Era

  • ID: 3492639
  • Report
  • September 2015
  • Region: Global
  • 32 pages
  • Euromonitor International
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Mobile Sales Accounted For 12.5% of Total Online Travel Bookings Made Globally in 2014 and are Expected to Account For 25% of Total Global Online Travel Bookings By 2019
Over the past 20 years, the rise of online travel has shaken up the travel industry. Today, a new revolution is taking place in travel driven by the rise of the mobile channel. Always-connected travellers use their mobile devices to seek information and services, and make additional bookings, during their trips. The shift of focus from the time of the booking to the travel experience means for travel companies a change to their business models, which now need to incorporate mobile assistance.

Internet access is becoming increasingly mobile with mobile broadband subscriptions dominating total broadband subscriptions globally in 2014 with a 78% share. Mobile sales accounted for 12.5% of total online travel bookings made globally in 2014 and are expected to account for 25% of total global online travel bookings by 2019, to eventually account for the majority of global online travel sales. Online travel agencies (OTAs) was the leading travel category for mobile bookings in 2014. Their leadership in the fast-growing mobile channel translates into a competitive advantage over direct suppliers and traditional intermediaries.

The rise of the mobile channel has changed travel consumer behaviour as always-connected travellers now use their mobile devices to find information and seek customer services, as well as make additional bookings, during their trips. The shift of focus from the time before the trip to the time during the trip means for travel companies a change to their business models, which need to incorporate mobile travel assistance, services and bookings. Travel players will be increasingly able to suggest travellers the best things to do for them in the location they are visiting on the basis of their personal preferences, of their exact location, and of the time of the day.

The rise of the mobile channel is expected to have a significant impact on the travel competitive landscape, favouring those players that can respond more effectively to the challenges coming from the new technological developments and consumer behaviour.

The From the Online to the Mobile Travel Era global briefing offers an insight into to the size and shape of the Travel market, highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market from innovation, pricing, channel distribution to economic/lifestyle influences. Forecasts illustrate how the market is set to change and outlines the criteria for success.

Product coverage: Activities, Booking, Flows, Lodging, Travel Modes, Traveller Profiles.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

- Get a detailed picture of the Travel market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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1. Introduction
- Scope

2. Market Background
- Global internet access is increasingly mobile
- Asia Pacific leads mobile broadband subscriptions
- Smartphones dominate global sales of internet access devices
- Android strengthens its global leadership in smartphones
- Android also leads tablet volume sales

3. Mobile Travel Bookings Global Overview
- Global mobile travel sales record sharp rise
- Growing share of mobile within global online travel sales
- Online travel agencies lead mobile travel sales in 2014
- OTAs also leads in terms of mobile share of online travel sales
- OTAs to stay leader in mobile travel sales over 2014-2019
- Western Europe leading region for mobile travel sales in 2014
- Australasia leads in terms of online travel percentage
- Western Europe leader in mobile travel sales over 2014-2019

4. Mobile Travel Trends
- Travel products: Mobile by nature
- The rise of multi-screen consumers
- Mobile channel changing travel consumer behaviour
- Travel business models in the mobile era
- Travel companies to become mobile travel assistants
- The rise of in-destination tourist services
- W earable technologies offering extra convenience and timing
- Towards an increasingly personalised mobile travel experience
- Disrupting travel competitive landscape

5. Definitions
Note: Product cover images may vary from those shown
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