Study: Mobile Travel Sales Is Outpacing Overall Online Sales Big Time!

Young woman in hat with mobile phone at the beach
SHARE
THIS



Performance marketing company Criteo has unveiled the findings of its first ever Asian Digital Traveller Report conducted by Euromonitor International.

The report highlighted that domestic travel increased by a compound annual growth rate CAGR of 6 per cent between 2011 and 2016, compared to 3.8 per cent for international travel.

The number of trips made by locals is expected to continue growing, with outbound and domestic trips expected to strengthen by a CAGR of 4.8 per cent and 7.2 per cent respectively by 2020.

The impact of mobile penetration on the travel industry was also uncovered in the report, with online travel sales forecasted to grow even further in the coming years. This includes nearly half (42 per cent) of Millennials preferring smartphones for online browsing of travel products or services, and mobile travel sales accounted for 25 per cent of all online travel sales in 2016.

Mobile travel sales (Criteo)

Commenting on the findings, Pressy Sankaran, commercial director of Criteo for Australia and New Zealand, said: “The Australian travel industry has seen significant growth in the last decade, so it’s no surprise domestic travel is the preferred way to getaway.

“The rise of online travel tools, affordable hotels, and accommodation sharing sites like Airbnb, has made local travel more affordable and easier to manage. Couple this with a falling Australian dollar and good weather, all of a sudden our local tourist attractions become even more desirable.

“We also found that tech-savvy Millennials primarily browse for travel packages and in-destination activities through their mobile phones and OTA mobile apps. With technology adoption on the rise and most businesses now offering a savvy mobile experience, mobile is clearly the platform of the future. Businesses should prepare now to make the most of the growing market.”

Convenience wins over price

The report found that Australian travellers seek convenience when it comes to booking, both on mobile and online. Nearly nine out of 10 (87 per cent) respondents said that convenience was their biggest deciding factor of how, when and why they booked their trip, compared to the 66 per cent of people who cited price as the driving force behind their purchases.

The convenience factors include ease of online shopping, speed, and the ability to compare prices across providers.

Mobile is the fastest-growing platform for browsing and purchases

According to the research, laptops and smartphones are equal when it comes to travel browsing, with each making up 34 per cent of all travel-related searches. However, this trend is set to change, with mobile travel sales growing by a CAGR of 52 per cent between 2011 and 2016, significantly outpacing that of overall online travel sales including sales from desktop and laptop, which grew by a CAGR of 11 per cent in the same period.

Criteo’s recent Digital Commerce & Marketing Outlook Report showed that people are increasingly willing to make large item and expensive purchases from their smartphones. The new research shows that travel purchases are included in this category, with 55 per cent of respondents willing to spend more than $800 when booking a single travel product or service via their smartphone.

MOBILE IS THE FASTEST-GROWING PLATFORM FOR BROWSING AND PURCHASES

According to the report, 51 per cent of Australian digital travellers are most influenced to visit a location by the attractions of their preferred destinations, travel website reviews and word of mouth.

This is consistent across age groups, with previous experience being the next largest factor (49 per cent), followed by specific dates and occasions (43 per cent).

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]