Mobile and tablet bookings on the rise, finds study

Almost a quarter (24%) of people use a mobile phone or tablet device such as an iPad to book holidays, a new study shows.

The research for Abta found that 14% used their mobile phone to book a foreign holiday online and 10% booked on a tablet device.

The figure for domestic bookings online was similar, with 8% using a tablet device and 12% using a mobile phone.

The trend highlights the importance for agents and operators to have apps that are compatible with mobile devices, Abta said.

The PC or laptop remains the device of choice, used by 89% of people who booked a holiday online.

But younger people 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.

Men are more likely to book when on move, with 30% of them using a mobile device to book a holiday online in the last 12 months compared to 17% of women.

Abta head of communications Victoria Bacon 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.”

The research involved 2,008 consumers and was conducted by Arkenford.

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