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Mobile travel agencies to steal OTA business


Mobile sales channel is constantly gaining ground



In an information and e-commerce environment where consumers are increasingly using different platforms to access the internet, the mobile channel is constantly gaining ground, an analyst at Euromonitor International says.

The trend is not only due to the use of smartphones and tablets as “personal assistants” but also people using them to make travel bookings.

“Today, the mobile channel is accounting for a growing share of the online reservations of online travel agencies (OTAs) and hotel chains, an Analyst Insight by Angelo Rossini reads, “but we have also seen the first mobile-only travel agencies (MTAs) entering the market.”

He continues: “These are currently niche players focusing on tonight-only bookings made by travellers on the go. However, in an increasingly competitive mobile travel arena, the most successful mobile-only players are expected to reach the mainstream market in the next few years, gaining share at the expense of traditional OTAs.”

Today’s consumers are increasingly “multi-screen”, moving from their television to their PC to their smartphone and tablet to consume information and entertainment content, but also for e-commerce purposes. This is why travel companies need to be active throughout all platforms, the analyst explains.

Expedia CEO Dara Khosrowshahi: “With the proliferation of devices coming out there you have to build your technology with very flexible architecture” so that companies are able to reach consumers on any type of device, also now including internet-connected glasses and watches.

To read the Analyst Insight in full, go to: http://blog.euromonitor.com/2014/01/the-rise-of-mobile-travel-agencies.html

Euromonitor International

[pictured: Apple iPad]


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