SMARTPHONE #1 HOTEL BOOKING DEVICE FOR MILLENNIALS

Mobile has overtaken desktop as the preferred hotel booking device for millennial business travellers, according to the latest study by Phocuswright.

When it comes to millennial business travellers, businesses clearly need to refocus their efforts on mobile as the primary booking platform.

New Phocuswright research has found that millennial business travellers (18-34) are booking almost half of their new airline reservations – and over half of their new hotel bookings – on smartphones. This shift is dramatic and has implications for all parts the business travel market. Since ease of use drives adoption, businesses, TMCs and travel suppliers need to focus on their mobile offerings if they want to capture (and please) this segment of the market.

Phocuswright-MillennialBusinessTravelMobileBookings.jpgThis shift to mobile has impacted managed travel programs in general, with nearly half of mobile reservations going to either OTAs or supplier sites, according to Phocuswright’s The U.S. Business Traveler: Debunking Common Myths About Corporate Travel. The smartphone is the platform of choice not only for research, but for bookings as well. With the rise in app usage, some mobile traveler bookings may be hidden from traditional corporate travel measurements – which may have led to the surprisingly high mobile numbers exposed in the survey.