Mobile emerged as a clear priority for travel professionals surveyed by Eye For Travel in May, although conversion on mobile remains their biggest headache.
The research and events firm analysed responses from 183 travel executives from hotels, airports and airlines, technology providers and OTAs, metasearch and marketing companies.
It found 79% said they saw mobile as offering the greatest opportunity in 2016, but on the flip side mobile conversion was seen as the one of their biggest hurdles.
Behind mobile content marketing and social media came in second and third in the biggest opportunity list.
Some 40% of respondents said they will be increasing their mobile and digital budget this year, a third by as much as 50%.
Key priorities were customer loyalty, cited by 79% of respondents, to enhance the level of engagement and keep customers away from competitors.
The survey saw 38% of respondents have marketing in their job title and 26% worked for suppliers including hotels and airlines/airports.
Tech providers accounted for 20% and OTA, metasearch or travel agent 17%.