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Distribution is just one of the numerous
opportunities that mobile creates for travel organizations, but
for many executives, the true test of mobile's influence is
simple: show me the money.
A new report from travel industry research
authority PhoCusWright, Mobile Hits the Mainstream: Technology and
Industry Trends, assesses the size and dynamics of the mobile
travel marketplace, revealing the increasing impact of U.S. mobile
travel commerce.
Growing from zero just a few years ago, U.S.
mobile leisure/unmanaged business travel gross bookings reached
nearly US$2.6 billion in 2011, representing 2.4% of the U.S.
online travel market. By 2013, that share is projected to grow to
6.5%, when mobile bookings (excluding managed corporate bookings)
will represent 2.6% of the total U.S. travel market.
"While mobile bookings will remain a small share
of the total travel market over the next two years, the dollar
values being transacted are substantial, exceeding $8 billion in
2013," said Cathy Schetzina, director, communications and
senior analyst. "The mobile platform is clearly changing traveler
behavior, yielding incremental bookings in addition to the
expected channel shift. And as merchandising capabilities improve,
travel companies will have an even broader range of mobile revenue
opportunities."
Mobile Hits the Mainstream: Technology and
Industry Trends studies the trends shaping mobile travel worldwide, tracking
mobile device adoption in key global markets. The report
highlights emerging mobile technologies, identifying strategic
opportunities for suppliers, intermediaries and corporate travel
organizations. In addition, the research provides a closer view of
the U.S. mobile travel market, sizing the U.S. mobile
leisure/unmanaged business travel market through 2013. The report
costs US$895.
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