Why Doesn't Your Hotel Get Mobile Bookings?
By Pedro Colaco President & CEO, GuestCentric Systems | January 24, 2016
Mobile technology transformed our lives in a way we never imagined a decade ago. According to comScore, compared to 2010, mobile usage has grown +394% and eMarketer predicts that smartphone users will exceed 2 billion in 2016. If you think these numbers are unrealistic, just look around, you probably will see someone using a smartphone. Mobile has become the starting point for most everyday activities, from texting to checking your office mail or online shopping. Chances are that some of these mobile shoppers may be looking for your business, and if you aren't there, you are missing the party.
The rapid adoption of mobile technologies – 8x faster than Internet adoption in the 1990s and the early 2000s, according to Nielsen – puts in the hand of millions of consumers instantly and permanently connectivity, changing the online shopping scenery. Some recent data shows that 55% of all time spent in online stores takes place on a mobile device. Globally, mobile already represents 34% of e-commerce transactions and by the end of this year mobile share is expected to reach 40%. As consumers are increasingly becoming comfortable in spending their money through mobile transactions, figures are expected to quickly grow. A report by GSMA predicts that by the end of 2017 mobile payments will reach $516B worldwide.
Mobile Technology and the Hospitality Industry
Mobile technology has allowed us to have everything in our pocket: instantly global communication, GPS, restaurant and cultural guides and even high resolution cameras. It is to our closest device, normally our smartphone, that we turn when we need immediate answers and travelers are no different.
Mobile devices are increasingly taking over desktops functions and becoming a traveler's personal assistant, being present on travels from start to finish, from dreaming, planning, booking and experiencing phases.
Data from Google shows that mobile queries in the travel category have grown 50% in the past year. eMarketer's latest forecast of digital and mobile travel researching and booking predicts that in 2016, 51.8% of travelers who book trips online will do so using a mobile device – mostly via smartphones, says the same study.