When it comes to booking holidays online many people are using their mobile devices to book, according to the latest research* from ABTA. When asked what device they used when booking a holiday online in the last twelve months (either through a travel agent, tour operator, bookings engine or direct), nearly a quarter (24%) of people had used a mobile phone or tablet device, such as an iPad. Although the PC/Laptop remains the device of choice, used by 89%* of people who booked a holiday online.
14% used their mobile phone to book a foreign holiday online and 10% booked on a tablet device, highlighting the importance for travel agents and tour operators to have apps that are compatible with these devices. The figure for domestic bookings online was similar, with 8% using a tablet device and 12% using their mobile phone.
The younger generation have particularly embraced mobile devices when they book a holiday online, with nearly half (47%) of those aged 15-24 using this method to book an overseas trip in the last 12 months. The number booking online via a mobile device drops significantly for those aged over 45 with just over one in ten (11%) of those aged 45-54 having used a mobile device to book online.
Males were also more likely to book on the go, with 30% of them using a mobile device to book a holiday online in the last 12 months compared to 17% of females.
Victoria Bacon, Head of Communications ABTA said: “When it comes to booking a holiday it’s clear that consumers want choice. Whether it’s booking face-to-face on the high street or booking on the go on a mobile phone. Travel agents and tour operators need to ensure that they have the right tools and technologies to market their products and offer consumers the option to book and browse, through a range of different methods.”
* Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2008 consumers using an online research methodology and related to holiday booking habits in the 12 months to September 2012. Fieldwork was conducted in September 2012.
* Respondents were allowed to answer multiple questions as they may have taken more than one holiday abroad and used different devices to book.