72% of mobile travelers agree that when researching on their smartphones, they look for the most relevant information regardless of the travel company providing the information. Appears In How micro-moments are reshaping the travel customer journey 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. Friction on a mobile site when completing a booking can lead to travelers trying another site. 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.