Friction on a mobile site when completing a booking can lead to travelers trying another site.

Google/Phocuswright Travel Study, Base: Smartphone users, U.S. N = 673, U.K. N = 635, Australia N = 617, India N=707, France N = 480, Germany N=553, Brazil N= 640, Japan N= 462, South Korea N= 688, 2017.

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How smartphones influence the entire travel journey in the U.S. and abroad

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Related Data

Across nine markets, researching hotels and airfares on a mobile device is as common as shopping for clothing.
Google/Phocuswright

Smartphone users cite price as the most important factor in booking travel.
Google/Phocuswright

Easy search functionality and a simple booking process are also cited as important features.
Google/Phocuswright

70%+

of U.S. travelers agree that they "always" use their smartphones when traveling, up from 41% in 2015.
Google/Phocuswright

Travelers most frequently use their mobile devices to research activities or attractions, to locate shopping areas and restaurants, or to look up directions.
Google/Phocuswright

85 %

Searches for apps related to learning a language have grown 85% YOY.
Google Data