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The IAB released their latest figures on the Travel brands and how they engaged with their audiences. It came as no surprise to hear that only 48% of the top 50 brands had a mobile friendly website, yet only 6% of them had tablet specific content created. Putting this into context, a few months back we discussed the changing demands of content consumption as Google cited a growth of 129% YOY in searches from tablets in Q2 2013 and in Q3 we saw no real slow down as YOY growth still grew to 93%. Reading through the metrics; is the travel sector not responding fast enough to the demands of their potential audience groups?<\/p>\n
OK, so not everyone needs a tablet specific experience, but I\u2019m firm believer that with the cost of brochures and postage on the increase and only 20% of the top Travel brands joining up the single customer view, an engaging, interactive tablet brochure may be a reasonable solution for a few niche luxury players in the travel market.<\/p>\n
The stats speak for themselves, 44% of all travel searches in the UK are now performed on a mobile or tablet device, an increase of 15% on the year before. It comes as no surprise that looking through all the recent reports covering the technical \/ marketing road map of what Travel and Retail brands are looking to achieve in the next year there are two key areas of growth. We will see more brands providing their digital assets through apps, tablet and responsive designed websites and the ability to make better business decisions through business intelligence and analytics. (Some people call this Big Data)<\/p>\n
Responsive Design?<\/p>\n
Only 2 out of the top 50 Travel brands in the recent IAB report used responsive designed transactional websites. Congratulations to Hotels.com and Trivago. In comparison, 16 out of the top 50 had no mobile presence at all (they had no responsive designed website, no tablet design and no app). This looks like a metric that is likely to change as user engagement and conversions seem to be so closely related to poor bounce rates and website exits, more brands will look to engage their audiences over a wider range of devices.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
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