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.

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

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

Google/Phocuswright

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