Expedia exec: 5pc of users prefer to book via mobile
What is unique about the application is that it takes only four taps for a traveler to go from research to purchase. Consumers can use the application’s interactive map feature to view hotels in their area and narrow down their choices by price, rating, popularity or distance.
“Our mobile growth has been considerable,” said Joe Megibow, vice president of mobile optimization and ecommerce at Expedia.com, Seattle. “Currently, about one in 20 users prefers to book via mobile, which is considerable, given our scale.
“That growth is continuing,” he said. “The pace of mobile is so fast, and the feedback so immediate, that we have reorganized our mobile efforts to turn that speed into a strength.
“Mobile is not just miniaturized Web sites. We expect that our focus on quality and ease of use will help us continue to meet our customers’ growing demand for mobile booking.”
Expedia.com helps millions of travelers per month plan and book travel.
Similar to the company’s Web site, consumers can browse hotel ratings to find the best choice and narrow down their search from the highest to lowest rated hotels.
Travelers can also view slideshows of each hotel to view the details of their room, the hotel’s amenities and other features that may compel a traveler to book.
“Mobile and travel are made for one other,” Mr. Megibow said. “Mobile devices are the most personal of personal computers – they are always with you, always on, always connected.
“This creates amazing opportunities for travelers, whether they are traveling close to home or across the world,” he said. “Travelers who book through mobile display specific patterns and have unique needs – for example, the majority of mobile bookings are for travelers who need a hotel right now.
“We’ve optimized our new app around that idea.”
After travelers book their room, they can tap for directions to the hotel, share their confirmation via email and add the reservation directly to their iPhone calendar.
Expedia.com is getting the word out about the application via its Web site and other touch points familiar to its consumers.
“Expedia has always been about simplifying travel for consumers,” Mr. Megibow said.
“Since the beginning of the Internet explosion, Expedia was transforming travel by making it easy to find and book great deals in ways that were never before possible,” he said. “That same explosion is happening again with mobile and social.
“We are calling our strategy Expedia Everywhere – whether you are dreaming about travel, researching or booking you trip, taking your trip or sharing your experiences afterwards, Expedia will be with you at every step, to help make your journey the perfect one.”