Increasingly impatient travel consumers in the middle of a “micro-moment” expect mobile friendly websites. If you don’t have one, you’ll lose business, says Bronwyn White, co-founder of MyTravelResearch.com, a market research and marketing firm specializing in the travel, tourism and aviation industries.
Bronwyn White
Google in April 2015 implemented an algorithm change that penalises sites that are not mobile friendly. It means that if your site is not mobile friendly, then it is less likely to be presented in top of page search results on a mobile phone. If your competitors are mobile friendly, they will be displayed above you.
This has implications for the travel industry, which has a high density of small businesses. In March 2015 research in the United States reported that 78% of US small businesses did not have a mobile solution or apps. However, 71% felt that having one would have a positive impact on business
Being slow to adopt mobile, isn’t just about resources. Those without a mobile-friendly website include large multinational hotel chains and cruise lines, all the way down to small operators and local government administrations responsible for tourism.
The writing has been on the wall for a while. Google predicted last year that the number of searches on mobile devices would overtake searches on desktop computers by the end of 2015. That tipping point has been reached. Google confirms searches on mobiles are now prevalent in the US and Japan.
As the boundary between travel and technology blurs, Google is becoming a shop front and feeder source for hotel bookings. Google has announced that it will start to show its Hotel Ads globally. Prices are shown from a variety of sources and you can select “Book” to complete your reservation on the Google Partners’ site.
When Google hears travel it smells money. Accordingly, Google’s strategy is to build products around consumers’ insatiable demand for travel information. Because of Google’s technological mastery and reach, it has the advantage. The result is that the travel industry is starting to lag behind Google when it comes to adding value to travellers.
Consumers make decisions faster on mobile devices than when surfing at their desk at work or home.
For example, we have seen improved photo tools for hotels in Google My Business where properties showcase their products with a 360-degree view. There are special photo opportunities to show food and beverage, guest rooms and common areas.
Furthermore, if your website is mobile-ready, you can take advantage of behavioural changes that Google calls micro-moments. Micro-moments occur when people grab their mobile device to quickly look for information, learn, watch and buy. On mobile devices, consumers are more likely to make decisions quickly than if they were just surfing at their desk at work or home.
Google research shows that among leisure travellers who are smartphone users, 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travellers go on to book their choices through an entirely separate channel. Nevertheless, they make big strides down the path to purchase when they have a spare moment and reach for their mobile.
If your website facilitates such micro-moments you’ll get more business.
The conclusion? Consumers and travellers are increasingly impatient and have high expectations. When they want information, they want it now. Ergo, you’ve got to be mobile ready.
How is your mobile strategy? You can check if your site it mobile friendly here at the Google Mobile Friendly Test.
