Over the last 3 months EyeforTravel research indicates that the travel industry’s love affair with apps is waning. The industry is investing more in mobile websites than Apps. Only 8% of the big travel companies do not have a mobile site whilst 25% do not have a mobile application.

Interestingly those that have invested in these channels report a similar success across both apps and mobile web with 42% seeing an increase in traffic from both apps and the mobile website. This would suggest it’s the higher costs related to app building that is slowing investment.

The cost of mobile marketing seems to be hindering the smaller travel companies. Over 67% of travel companies with a marketing budget of less than US$400K are not yet tracking and recording traffic and bookings from mobile browsing or apps. With lastminute.com reporting a 400% growth in mobile browsing in 2010, tracking is obviously key.

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