‘Build mobile strategy around existing customer interactions’, say travel industry leaders

Martin Lane

August 18, 2016 9:18

Travel marketers are still failing to deliver search-optimised mobile websites nearly 18 months after ‘mobilegeddon’, when Google released a new, mobile-friendly ranking algorithm which saw major travel brands wiped from the first page of its search results.

Speaking at the Tourism Marketing Rockstar Convention in Sydney, MyTravelResearch.com director, Bronwyn White, told delegates brands are losing business to mobile-savvy competitors, not only during the booking phase but also in resort.

White: “We have two customers now, we have travellers and we have Google”

She said while the average traveller spends 13 hours online planning a trip before they book, they spend more time on their mobiles once they arrive, researching tours, bars and restaurants. Travel brands which fail to optimise for mobile are missing out on this incremental revenue in resort.

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Martin Lane

Martin, a former journalist, was CEO of Mumbrella until 2020. He was an editor and publisher of TNT magazine in the UK and Australia, editor of Travel Weekly in the UK and publisher of Travel Week in Australia and publisher of B&T Weekly in Australia.

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