The Power of Mobile Web for Tourism

The Mobile Landscape

Huge number of mobile devices & 85% include a web browser
Mobile device is the only Internet access point for large numbers of people
- 25% in US
- 59% India
Devices aren’t limited to just small screen but come in all shapes and sizes
By 2015 Web access by people on the move is likely to exceed web access from desktop computers

Using the Internet is no longer an activity with a specific context
Dramatic impact on behavior and expectations
Mobile is being combined with longer, completely ‘non-mobile’ contexts
Mobile is used to time-shift
- 59% visit a site on mobile and follow-up on a PC
- 34% visit a site on a PC and follow-up with mobile
- Mobile shopping use stats Slide 34
The Power of Mobile is that it Acts as a Bridge between Physical and Digital Experiences

Lots of interesting stats for the travel industry
A trip isn’t a single event. It’s a journey and your digital experiences should embrace all stages of that journey

Check your analytics
- Which devices access your site most often
- What pages or sections are most popular
Test most critical and commonly accessed content using devices discovered in step 1
Test all partner services
Be pragmatic
- Take advantage of services already well optimized: Facebook, Twitter, YouTube, SlideShare etc.
- ‘Well Optimized’ – lightweight, mobile friendly layout, site-to-site URL integrity, support for most modern smartphones
Lighten up!
- Reduce page weight
Enhance where you can
Check your URL’s
- ensure users who email, tweet or link to content can access that URL from any device
- implement friendly error page for equivalent content that doesn’t exist
- Don’t trap content in a native app
Think of the user journey
Start simple and experiment