The mobile experience of the world’s top travel brands is now almost as good as the experience offered on desktop sites, according to new research.
The study, from eDigitalResearch, measured the digital customer experience – including desktop, mobile sites and mobile apps – for eighteen of the world’s leading travel brands and found that, for some areas of the customer journey, mobile experiences are now as good as traditional websites.
Mobile search and search results have seen a significant increase in overall satisfaction wave on wave.
Detailed analysis reveals that higher quality images and better clarity of pricing are the two main drivers behind higher satisfaction rates for search results on a mobile, while a wider range of search options is behind the rise in satisfaction when searching for holidays or flights on a mobile device.
Key findings include:
• Booking.com and Hotels.com top the eTravel Benchmark results
• Mobile sites and apps continue are now on par with traditional desktop sites
• Best Western achieved a top score for the third wave running in the customer support category
Download the full report here (registration required).