Half of travel firms believe the value of mobile websites have yet to be realised but 70% expect to make more revenue from mobile in the next 12 months, Travolution research has revealed.
Travolution conducted a trade and consumer survey last month through research partner eDigitalResearch for the next edition of Travolution dedicated to apps.
Of the 470 travel organisations that responded only 17% had a smartphone app and a similar proportion said they had a mobile enabled website.
And of those with mobile sites 43% said they had the same functionality as their conventional sites. Among those with apps 44% said they include destination guides.
Firms that had apps and mobile websites said they were most often developed in-house.
The research among consumers found 47% had a smartphone, however only 6% said they would use an app when planning travel.
Mobile browsers were more likely to be used for browsing or purchasing travel products and apps with maps were the most likely to be used.
Tripadvisor and National Rail Enquiries came out as the online travel applications most consumers have heard of.
Michelle Fuller, director of eDigitalResearch, said: “Clearly, the mobile revolution represents a substantial opportunity for both pure-play and multi-channel travel businesses.
“How they perform in this area is likely to have a significant impact on their overall business performance.”
To see the full results of the research, a director of 100 of the top travel apps and news, analysis and content about apps look out for the December edition of Travolution out next Wednesday.