ABTA Research Shows Popularity of Mobile Devices for Online Bookings

2012-11-15 — /travelprnews.com/ — When it comes to booking holidays online many people are using their mobile devices to book, according to the latest research* from ABTA. When asked what device they used when booking a holiday online in the last twelve months (either through a travel agent, tour operator, bookings engine or direct), nearly a quarter (24%) of people had used a mobile phone or tablet device, such as an iPad.  Although the PC/Laptop remains the device of choice, used by 89%* of people who booked a holiday online.

14% used their mobile phone to book a foreign holiday online and 10% booked on a tablet device, highlighting the importance for travel agents and tour operators to have apps that are compatible with these devices. The figure for domestic bookings online was similar, with 8% using a tablet device and 12% using their mobile phone.

The younger generation have particularly embraced mobile devices when they book a holiday online, with nearly half (47%) of those aged 15-24 using this method to book an overseas trip in the last 12 months. The number booking online via a mobile device drops significantly for those aged over 45 with just over one in ten (11%) of those aged 45-54 having used a mobile device to book online.

Males were also more likely to book on the go, with 30% of them using a mobile device to book a holiday online in the last 12 months compared to 17% of females.

Victoria Bacon, Head of Communications ABTA said: “When it comes to booking a holiday it’s clear that consumers want choice. Whether it’s booking face-to-face on the high street or booking on the go on a mobile phone. Travel agents and tour operators need to ensure that they have the right tools and technologies to market their products and offer consumers the option to book and browse, through a range of different methods.”

For further information

Sean Tipton, Media Relations Manager, tel: 020 3117 0513
Gillian Edwards, Senior Public Relations Manager, 020 3117 0514
Victoria Bacon Head of Communications, tel: 020 3117 0515
Out of Hours:  Contact the Duty Press Officer via pager: 07659 190 987
E-mail: press@abta.co.uk
Web: www.abta.com
Twitter: @ABTAtravel

Notes to editors

* Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2008 consumers using an online research methodology and related to holiday booking habits in the 12 months to September 2012. Fieldwork was conducted in September 2012.

* Respondents were allowed to answer multiple questions as they may have taken more than one holiday abroad and used different devices to book.

About ABTA
ABTA has been at the heart of travel for more than 60 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers – the travelling public – have confidence in their travel experience.

The ABTA brand stands for expertise, reliability and fairness. These qualities are core to us. They ensure that holidaymakers remain confident in the holiday products that they buy from our Members.

We help our Members and their customers navigate through today’s changing travel landscape by providing schemes of financial protection and a course of redress if something goes wrong; by raising standards in the industry and by giving guidance on issues from sustainability to health and safety; and by presenting a united voice to government to ensure the industry and the public get a fair deal.

ABTA currently has around 1,300 Members and represents over 5,000 retail outlets and offices. For more details about what we do, what being an ABTA Member means and how we’re working at the heart of the industry to ensure that we continue to build confidence in travel visit www.abta.com.