85

of unbranded hotel searches on Google related to "today" or "tonight" happen on a smartphone.

Google Data, U.S., March 2016.

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Related Data

Mobile searches for “brands like” and “stores like” have grown over 60% in the past two years.

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

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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.

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

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

December 2017 Google/Phocuswright