Last minute bookings are not a new phenomenon. What is new today is that increasing numbers of travellers have the ability to search and make a booking via a mobile device. In addition location-based services (LBS), which allow marketers to target travellers with relevant offers near their current location, are growing rapidly. According to recent research by EyeforTravel, LBS expenditure is expected to near $10billion by 2016, while smart phone sales are predicted to reach 982 million units by 2015. What is more, marketers are expecting an ‘onslaught’ of mobile apps and tools within three years. So it really is time for firms to understand the preferences of this segment of the travelling community. This means going much further in understanding a customer’s preferences – from the vehicle they choose ro rent to the type of hotel they wish to stay at. After all, every person is different. What we now know, however, is that bookings made on a smartphone device are more likely to be same-day bookings: either somebody booking spontaneously or someone in a distressed situation. On the other hand those using a tablet are more likely to be a in a relaxed scenario, at home researching a holiday.

Focus and differentiate

Over the past two years, suppliers and intermediaries have expanded their mobile portfolio considerably. They have created new offerings and then refined these to address this last-minute segment of the travelling community. Today mobile sites and apps are being designed to feature simple and fast search and booking tools, backed up by attractive options such as tonight-only deals and mobile exclusive promotions.

Read More at EyeforTravel

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