Trends Report

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

December 8th, 2009
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Henry Harteveldt , Mark Mulligan , Laura Wiramihardja

Summary

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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