According to a new report from Greenlight Digital, Over a half a million (522,115), or 21%, of those online searches for hotels were made by UK consumers using a mobile device. More than half (59% / 307,786) of mobile searches for hotels were for accommodation in UK destinations with the capital city London (13%) and York (3%) garnering the most queries.
Travellers are increasingly using search, social media and apps to shop for, and book, their hotel travel.
• laterooms.com was the most visible website for hotel-related searches on laptops/desktops, achieving a 46% share of voice.
• Booking.com was the most visible advertiser for hotel-related searches on mobile devices, achieving an 88% share of voice.
• Laterooms.com was the most visible website on mobile, achieving a 76% share of voice through ranking for 450 keywords
• Lastminute.com attained a 62% share of voice through ranking for 496 mobile keywords.
‘Hotels’ was the most popular search term, accounting for 6% of mobile searches followed by ‘cheap hotels’ at 4%.
Mobile apps are important, but when it comes to hotel bookings, people still prefer to make online reservations directly from hotel websites instead of through smartphone applications. Nielsen reports that 69% of mobile users prefer the mobile web to find hotel information, while Google reports that only 12% book rooms from apps (compared to 40% from mobile web).