Conversion rates have grown nearly 10% on mobile travel sites, while the length of these mobile visits have shrunk by 5%.

Google Analytics, U.S., Aggregated data, Travel vertical, from Q4 2015–Q1 2016.

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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.
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

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