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For B2C Marketing Professionals

Travel Firms' Initial European Mobile Strategies Should Focus On Convenient Services

December 8, 2009

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Authors

  • By Thomas Husson
  • with Henry H. Harteveldt,
  • Mark Mulligan,
  • Laura Wiramihardja

Why Read This Report

Travel is inherently mobile. Now that the promise of location-enhanced services is beginning to be fulfilled on mobile phones, travelers are starting to use their devices as personal travel assistants. More than 10% of European Internet travelers use their mobile phones to look up flight or train schedules. Frequent business travelers are the ideal target group, as they are more likely to be regular users of the mobile Internet and are more likely to spend while traveling. More than 30% of them are interested in booking train tickets or checking in for a flight via their mobile phones. Product managers at hotel groups, airline companies, airports, rail companies, car rental companies, and travel-related brands need to tap into existing mobile opportunities and build mobile products that meet this burgeoning customer demand.

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Table of Contents

  • Travel Brands Are Starting To Meet Consumers' Growing Mobile Appetite
  • The Next Challenge Is To Anticipate The Way In Which Mobile Will Evolve
  • RECOMMENDATIONS

  • The Steps Travel Professionals Should Take To Define Their Mobile Road Map
  • Supplemental Material
  • Related Research Documents

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