Online Still Primary Channel Used to Book Travel Accommodations - eMarketer

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Online Still Primary Channel Used to Book Travel Accommodations

Mobile booking is rising

December 30, 2015

Mobile booking of travel services is growing and US mobile travel sales are slowly gaining on desktop sales. Still, online is the primary channel digital travelers worldwide use to book accommodations.

Channels Used to Book Accommodations According to Digital Travel Researchers Worldwide, by Generation, Oct 2015 (% of respondents in each group)

According to an October 2015 survey from TripAdvisor, fully 65% of digital travel researchers worldwide said they book accommodations online. The response was almost even across generations. For example, 63% of millennials said they booked a place to stay online, 66% of Gen Xers did so too and 62% of boomers also used the online channel for their booking accommodations.

Respondents also used offline and mobile channels to book accommodations, but not as often as online. In fact, only 6% of respondents in total said they used a mobile app to book their stay. Booking accommodations via a mobile app was highest among millennials, with 8% saying they do so. Additionally, 5% of Gen Xers used a mobile app to book their travels and 3% of boomers did the same.

US Mobile Travel Bookers, 2014-2019 (millions, % change and % of digital travel bookers)

Though online is still a widely used channel to book travel, consumers are feeling more comfortable booking their trips on a smaller screen.

In 2016, 51.8% of travelers who book trips via digital means will do so using a mobile device, according to eMarketer estimates of digital and travel research and booking. That’s up from 43.8% this year.


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