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Aussies adopt mobile-first approach for travel

Aussies adopt mobile-first approach for travel Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Most Australians use their mobile phones when making travel queries on Google, according to a new report which also reveals the "mobile-first" trend is also dominant among international travellers planning trips to the Australia-New Zealand region.

According to a report from travel's demand engine Sojern, 43% of travellers from outside the APAC region searched for trips on mobile, and the company says the importance of a mobile strategy for marketers in the region cannot be overstated.

Sojern says tourists travelling to Australia and New Zealand engage heavily in mobile use while planning their trip, but many move cross-device when booking.

It also says APAC travellers — those closest in distance to the ANZ market — are more likely to book on their mobile phones.

“This is consistent with what we've seen in the past and indicates that when consumers book within the region or book last minute, they use mobile to do so. However, when booking a trip that is further away in distance or time, they switch to a desktop,” notes Sojern.

Sojern also found that additionally — adding to the complexity of the travellers' path to purchase — mobile device usage trends for travel searches fluctuated based on the day of the week.

According to Sojern data, travel searches peak on Mondays and Tuesdays across all devices. Travel search is lowest during the weekend, but the share of mobile searches increases by nearly 10% during the same time.

"Our data shows tourism continuing to grow significantly in Australia and New Zealand," said Chris Greenwood, Sojern regional sales director.

"Despite the increasingly complex traveller path to purchase, which spans multiple devices, channels and platforms, this growth presents a huge opportunity for travel marketers. Brands with personalised, cross-channel strategies that engage with travellers on all devices and in all stages of the path to purchase will win in this market.

"The Sojern Traveller Platform allows us to better understand in-market audiences in real-time – talking to the right customers at the right time with the right message. Whether you are an airline, a big international hotel, or a tour operator, you need to understand the differences between travellers looking to visit Australia and New Zealand and how to reach them as they dream, plan, and book their trips."

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

 

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