Leading UK OTA On the Beach has launched its first mobile optimised site to meet growing demand from the channel.
Website visitors are being automatically redirected to the appropriate version of the site depending on the type of device they are using.
The Manchester-based site said since Boxing Day it has seen a 130% increase in mobile visits over the previous year.
It claimed the new mobile site has resulted in the conversion rate of customers using smartphones to increase more than 50% over the same period.
The mobile site was developed in-house and is one of the first steps in a number of smartphone and tablet initiatives the firm is promising will be unveiled in 2014.
Chris Dalrymple, head of ecommerce at On the Beach said: “Having designed and built our mobile site in-house enables us to constantly work on improving the user experience and implement our ambitious development plans.
“The new mobile optimised site gives consumers the opportunity to book on the move, making it easier than ever to find the perfect beach holiday.”
The first release of the site builds on On the Beach’s new cleaner and brighter design.
On The Beach said the mobile site underwent extensive usability testing by its customer experience team and further developments to personalise its service and integrate it across devices are in the pipeline.