Google Data, U.S., April 2015–March 2016 vs. April 2017–March 2018.

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright

of smartphone users in each market have a negative view of a brand if the mobile experience is slow.

December 2017 Google/Phocuswright

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

December 2017 Google/Phocuswright