Mobile web browsing on travel sites has increased by almost three quarters in the past six months and now accounts for an average of 17.4% of traffic.

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One of the most interesting trends to emerge from the Expedia’s annual Partner Services’ conference last week is the sheer speed at which booking behaviors are shifting in the wake of increased global and mobile distribution.

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Even though digital marketing has increased tremendously this year – with some hotels having increased their digital media budgets by more than 500% – it’s time to go harder. Digital marketing in travel holds the key to gaining market share, increasing customer value and increasing incremental revenue.

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Mobile spend is 6.5 percent of all search spend, up 2.7 times from a year ago in the US. Advertisers can’t simply transfer a search campaign to mobile. Travel marketers need to understand how consumer behaviour differs when it comes to static desktop searches and mobile searches.

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According to a recent study on website optimisation – Online travel retailers are losing more than £2 billion a year as a result of simple website inefficiencies. The research analysed feedback data from nearly 8,000 online travel buyers and found that errors in areas such as pricing, user experience and product were directly contributing to lost travel sales.

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Marketers who create highly sharable online content — video, audio and photos consumers want to share with friends and colleagues — significantly boost their brand’s online presence and are more likely to increase sales, according to a new survey of social consumers.

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Google is about to take what it calls “a whole new approach” to search advertising, the foundation of its massive revenues. Google is announcing an alternative, which it calls Dynamic Search Ads. Traditionally, an advertiser will create a campaign by bidding to run ads alongside specific keyword searches. With the new product, advertisers just point AdWords toward the pages that they want to promote. Then Google matches the ad with the best searches and generates an appropriate headline.

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Google’s experiment with its Hotel Finder tool for US destinations must be paying off as the search giant has quietly opened it up to include European cities.

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There have been several articles written about the strength of integrating social sharing into the purchasing process. Many of the big companies are now integrating their online purchasing engines with social media channels to promote the option of allowing their customers share their recent purchases.

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