Just 20% of travel searches happen exclusively on mobile
According to a new survey, fifty-four percent of respondents used desktops for their travel searches, while 26% used mobile and desktop equally and 20% used only mobile.
Hotels.com (40%), Trivago (34%) and Booking.com (34%) were the most-used travel sites over the past 12 months, according to a study by search intelligence platform Adthena provided to Marketing Dive. By comparison, 24% used Kayak and 21% used Cheapflights.
The survey showed that well-crafted paid search campaigns can offer big returns, as 76% of consumers said they made purchases via the ads for their summer travel and more than half found them helpfuI. In planning summer trips, 37% of consumers said hotels were their top search, compared to 27% for local attractions and 25% for flights.
About 80% said they used search engines to plan their summer travel and 32% said they typically do four or more searches. Forty-six percent spent “a few days” using search engines before booking travel. Most consumers, or 76%, said they purchased summer travel from paid search ads, and 17% said they purchase from paid search ads “very often.” More than half (51%) said paid search ads were “very helpful” or “somewhat helpful” for summer travel planning.