For eBusiness & Channel Strategy Professionals

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	July 22, 2009 Travel eBusiness Must Champion Mobile Booking Benefits by Diane Clarkson with Carrie Johnson, Elizabeth Stark, Kate van Geldern

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Executive Summary

One in three US online business travelers and nearly one in four US online leisure travelers own Web-enabled mobile phones. Roughly one-half of these travelers have used their mobile devices for travel-related mobile data services such as flight alerts or restaurant information. There is interest among these travelers to move deeper into the mobile channel by booking travel via their devices: 19% of business travelers and 16% of leisure travelers who own Web-enabled devices are interested in booking travel via the mobile channel while they are on the road. However, mobile travel solutions are not a "If you build it, they will come" scenario; both business and leisure travelers have concerns about the benefits, security, and efficiency of booking travel via the mobile channel. Most travel companies offering mobile bookings do not exploit their Web sites to assuage travelers' concerns or leverage the brand appeal of mobile services.

TABLE OF CONTENTS

• Booking Travel Via Mobile Channels Is Attracting Industry Interest
• Unclear Benefits Make Travelers Uncertain About Booking Travel Via Mobile

RECOMMENDATIONS

• Use Web Sites To Explain And Champion Mobile Booking
• Supplemental Material
• Related Research Documents

This is an excerpt

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