OTA eDreams sees mobile bookings grow as it plots more localised approach

Spain-based OTA eDreams has reported a doubling of mobile sales in the last year as downloads of its app reached the one million mark.

The firm claims to have seen mobile bookings increase 120% in the financial year 2013/2014 compared to the previous 12-month period.

In the same period smartphone bookings rose 140% while for tablets that figure was 110%, the agent reported. A new Android app has just been launched.

Tablets represented nearly three quarters of mobile bookings with Apple iPad the most popular accounting for 32.8% of bookings followed by the Apple iPhone on 11.76%.

Pablo De Porcioles, eDreams director of business development, said: “We believe that a commitment to mobile commerce or mcommerce is and will be one of the growth drivers for the company.”

eDreams says it is investing heavily in m-commerce, with Google data showing mobile travel searches increasing to 32%, four times the level in 2010.

De Porcioles added: “The goal is to go beyond the transaction. We accompany the client throughout the journey, from beginning to end, and become their own personal travel agent that they can carry in their pocket.”

The new version of eDreams Android app is available in 32 countries and 15 languages and offers an improved user journey with enhanced features that personalise the app for each user.

The OTA is looking at providing more localised location-based content to its customer base to tap into the growing demand for services that are responsive to their changing needs.

“When it comes to m-commerce, whilst eDreams has established a strong presence, there is still room to explore further,” said de Porcioles.

“As technology continues to change, the possibilities are endless, the rewards great and eDreams, as a leading online travel company, will continue to look at ways that we can ensure our customers get the best possible service from their desktop to their mobile.”

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