Trends Report

Mobile Travel In Europe: Focus On Services, Not Transactions

February 18th, 2009
Ian Fogg
With contributors:
Thomas Husson , Nate Elliott , Tushi Banerjee , Diane Clarkson


According to a September 2008 JupiterResearch survey, 17% of frequent online travel buyers would be interested in receiving SMS alerts and travel information while traveling, and 12% would be interested in using the mobile Internet to book travel or manage their reservations. Mobile business travelers and frequent online travel buyers represent an ideal target group, even though high roaming data charges currently inhibit their usage of mobile Internet-related offerings. However, travel marketers should be aware that monetizing the mobile platform will require time. They should implement a step-by-step strategy focusing initially on value-added services to create customer loyalty and then only on mobile transactions and payments.

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