Mobile vs. Desktop: New Research for American Accommodation Providers

Accommodation providers across the globe have been told to make mobile a top priority, as travelers are increasingly relying on their mobile devices to conduct research and finalize their bookings.

However, recent research for American accommodation providers proves that desktops are not obsolete yet.

Adobe analyzed 15 billion visits to major US travel, airline, and hotel websites from 2014-2016.

They found that about 52% of travelers used a mobile device to find information about hotels, restaurants, tours and activities in their chosen destination, but only 21% book on a mobile device. This means that majority of travelers to the US are still booking on their desktop computers.

So how can you tailor to both experiences? By keeping it simple.

Here are the steps you can take to create a simplified experience on your website, regardless of the type of device that is being used at the time.

Focus on personalization

The same study found that about 30% of Millennials and 34% of Gen Xers feel that personalization is important.

So while you may be using new technology to simplify procedures and processes at your small property, you won’t want to forget about the customized experience that your guests expect when they stay with you.

Greeting them by name, adding personal touches to their room and reaching out via email and text message can help you improve guest satisfaction ratings at your property.

Use your Google Analytics account for insights

Your Google Analytics account can be a powerful source of information that you can re-use.

Try to:

Analyze mobile versus desktop traffic for your website.

This will help you determine whether you need to focus exclusively on mobile optimization, or if you should still balance your priorities between the two types of technology.

Focus on key pages within your site, such as the booking engine page.

If you notice that most people are accessing your booking engine page on a mobile device, but they aren’t completing their reservations, then you may want to consider implementing a new booking engine that makes it as easy as possible to book on a mobile device.

A simple one-page form is necessary to boost your mobile bookings.

[insert screenshot of LH Booking page]

Try to identify any trends that may be taking place on your website.

For example, if you find that your bounce rate increases when people are using a mobile device, then make an extra effort to optimize your site for mobile use.

Investing in a responsive website can help improve your mobile traffic and decrease your bounce rate.

Cover all the bases of web design best practice

  • Your website needs to be user-friendly. The average searcher should be able to navigate your website with ease, finding exactly what they need in a matter of moments. Large buttons, short forms and a seamless booking process are essential.
  • Your website needs to be mobile-friendly. Even if the majority of travellers are still booking on desktops, there’s many who are relying more heavily on their mobile devices.
  • …that includes your booking engine. Since 21% of travellers in the U.S. do book on a mobile device, you need to make sure that you have a mobile-friendly booking engine.

To create a user-friendly website that impresses guests within minutes, check out Little Hotelier’s website builder.


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