An increasingly savvy mobile audience is pushing travel brands to connect with consumers in new ways, but not all are getting the message, reveals data from Millennial Media’s latest Mobile Intel Series: Travel report.
Two thirds (67%) of travellers research flights on mobile devices, while 49% purchase flights on these devices as well, and eight in 10 (83%) use smartphones for accessing hotel content.
However, Despite 83% of travellers accessing hotel content on mobile, hotels only account for 13% of travel ad spending, revealing a missed opportunity to reach already engaged users. Airlines, on the other hand, are the biggest advertiser when it comes to mobile (29%), running campaigns to promote new routes and destinations, fare sales, and upgraded cabins.
“The high percentage of travellers and the number of activities being performed while traveling is evidence that mobile travellers are highly engaged with their devices while on the go,” commented Zac Pinkham, Managing Director, EMEA, Millennial Media, on the report. “Consequently they expect a mobile-friendly experience when accessing travel content. Seamless integration across devices, such as saving account information, mobile boarding passes, and consolidated itineraries gives travellers everything they need to stay connected on the go, which in turn helps attract, engage, and retain loyal mobile travel consumers.”
So what should retailers do? The Mobile Intel Series: Travel report outlines four steps – much like the mobile traveller process – to develop an effective mobile advertising strategy:
1. Research: Travel brands advertising on mobile should understand their audience and how these consumers utilise their devices and engage with ads.
2. Book: Invest in a mobile to help travellers and mobile consumers stay connected to your brand while on the go. Innovate with different functions, rich media, and creative.
3. During Campaign: Run mobile campaigns using targeting methods and engaging creative to reach your intended audience with a unique message that will resonate with them.
4. Review: Evaluate the campaign successes in order to apply learnings to future campaigns.
