Tripadvisor leads the way in mobile traffic among travel sites
US travelers are increasingly turning to mobile. It is estimated that almost 70% of all online travel bookings will be made on mobile devices by 2019. And when it comes to mobile engagement, some sites are strongly outperforming others.
These are the travel sites that led the way for mobile in 2015:
- Tripadvisor.com racked up 629 million US mobile site visits in 2015. This accounts for 55% of its total US traffic.
- Expedia.com totaled nearly 338 million mobile site visits, which makes up 50% of its total traffic.
- reached almost 276 million mobile site visits, 51% of its total traffic.
- Booking.com reached 233 million mobile site visits, nearly 48% of its total traffic.
- Priceline.com totaled 206 million mobile site visits, almost half of its total traffic.
This increase in mobile engagement should signal travel companies that they need to focus on creating frictionless mobile experiences — especially via apps. Oftentimes, mobile sites are simply replicas of their desktop site, sized to fit on a smartphone or tablet.
This can cause headaches for the user who is now confronted with small text and boxes that are difficult to click on a mobile device. Building a branded app can help travel sites compete against others in the space by keeping users within its platform. For instance, in March Google launched its mobile web search tool, Destinations on Google. The search engine aggregates results from different airlines and hotels to provide a variety of options, in the same way that competitor sites like Kayak and Priceline do.
But a major disadvantage of Destinations on Google is its lack of a single, recorded platform. Other travel search engines like TripAdvisor and Kayak allow users to create an account that stores user information should they want to access it later.
With Destinations on Google, users must navigate multiple sites, including airlines and hotel bookings, instead of having it recorded in one single place. This provides these travel agencies a chance to compete with Google’s massive search engine by investing in apps instead.
One such app that has seen success from its mobile users is Hotels.com, which cites 1 in 3 transactions coming from mobile and 50 million downloads of its app, according to Skift. Additionally, 60-70% of bookings on are made for lodging that same night. This highlights its usefulness, even at the last minute.
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