Last-minute is very much mobile
In recent months Google made available research claiming that 33% of all last-minute queries related to hotels and accommodation are made on a mobile device, this is complimented by new data recently released by Expedia:
- More than 65% of people who book a hotel room within 24 hours of checking in do so from a mobile device.
- Hotels with ratings between 2 and 3 stars are the most commonly reserved via mobile devices.
This information further highlights the importance of mobile in last-minute orientated search and perhaps also suggests that hotels in the lower to mid star range are the most appealing or indeed available last minute option. It perhaps also suggests that people are more inclined to make lower commitment purchases via mobile and thus relatively lower price hotels prove more popular.
With mobile a rapidly growing market and the ability to target these devices separately in AdWords readily available, it is most definitely a significant area for many industries, particularly mid-range hotel chains in the travel industry.