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.

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.