Posted by Reineke Reitsma on October 25, 2013
This week, I’m on holiday. As a follower of my blog, you know that I quite regularly take a couple of days off. I live in Europe, where we have more holidays (on average) than some other regions. So with my head already "on" my next trip, I was intrigued by the results of the recently published report US Mobile Travel Bookers.
Data from the North American Technographics®Travel And Auto Online Benchmark Recontact Survey, 2013 reveals that mobile travel bookers — consumers who have booked at least one trip on a mobile device — are taking more trips and spend more on travel than their non-mobile-booker peers. And about two-thirds are willing to pay above-average prices for a noticeably better travel product or service.
Mobile bookers are tech-savvy travelers who are willing to share their experiences by creating travel-related online content, like blogs and reviews, or uploading videos. In fact, four out of 10 online travel-related content creators are mobile travel bookers. Travel companies need to cater to this advanced group and support them in their travel journeys across devices. As my colleague Tony Costa shares in his report Build Seamless Experiences Now, "customers don't see individual touchpoints. Rather, they perceive the quality of a firm's services through their overall experiences. When disconnects occur, customer satisfaction takes a nose-dive."
Get it right with mobile travel bookers and you've got yourself some great advocates. But if you get it wrong, you’re in trouble.
Search Forrester's Blogs
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person »