Friction on a mobile site when completing a booking can lead to travelers trying another site. Appears In How smartphones influence the entire travel journey in the U.S. and abroad Related Content How to win travelers in the age of assistance No decision is too small for today's consumers The future of travel: New consumer behavior and the technology giving it flight Related Data Across nine markets, researching hotels and airfares on a mobile device is as common as shopping for clothing. Smartphone users cite price as the most important factor in booking travel. Easy search functionality and a simple booking process are also cited as important features. 70%+ of U.S. travelers agree that they "always" use their smartphones when traveling, up from 41% in 2015. Travelers most frequently use their mobile devices to research activities or attractions, to locate shopping areas and restaurants, or to look up directions. 85 % Searches for apps related to learning a language have grown 85% YOY.