Quarter of hotel searches come from mobile devices

Almost a quarter (21%) of the 2.5 million UK consumer online searches for hotels in May were made using mobile devices, new research shows.

The majority (59%) were for hotels in the UK, with London and York attracting the most queries.

A total of 522,115 online searches were made for hotels using mobile devices, latest data by digital marketing agency Greenlight reveals

‘Hotels’ was the most popular search term, accounting for 6% of mobile searches followed by ‘cheap hotels’ at 4%.

Searches for hotels in London accounted for 13% of the 307,786 online queries made via mobile devices for hotels in the UK, with the terms ‘hotels in london’, ‘cheap hotels in london’ and ‘london hotels’ being most commonly used to look online for them. Searches for hotels in York accounted for 3%.

Queries for hotels in Amsterdam dominated short haul destination searches on mobile devices whilst on computers it was Paris.

Searches for hotels in Dubai accounted for the majority of mobile-made queries in the long haul sector while New York dominated hotel-related searches made using computers.

Laterooms.com, lastminute.com and tripadvisor.co.uk emerged as the three most visible sites for online searches made via mobiles for hotels in domestic, short-haul and long-haul destinations, achieving a 76%, 62% and 59% share of visibility, respectively, in the organic listings.

The picture was different in the paid listings which saw booking.com, hotels.com and secretescapes.com emerge as the most visible advertisers on mobile devices accounting for 91%, 73% and 47% share of visibility, respectively.


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