How to extend a travel brand with a successful multichannel travel strategy
The vast majority of respondents did not feel comfortable using a smartphone to book, and they continue to use laptop/desktop interfaces to purchase most travel bookings.
Digital interaction strategist Maxymiser has compiled data taken from a survey of 1,000 users in the United States over the age of 18, to define the multichannel traveler and how the sample is consuming travel inventory across devices.
The survey results show a consistent push towards a majority using several devices to plan and book travel, which supports the industry trend towards creating device agnostic solutions that works across interfaces wherever a consumer is.
Planning across devices
The respondents are still primarily using desktops to research trips, with 46% using only desktop sites. This continues to make sense, given the larger screen size. 17% are using a mix of websites and mobile websites, while 18% are also using mobile apps in addition to both desktop and mobile websites.