Chapter 2: Mobile & Travel Survey Mobile Technology in Travel - The Introduction

T
r
a
v
e
l

S
u
r
v
e
y
Figure 2.26: What is the biggest challenge for travel companies when thinking
about “mobile” strategies? (Airline Suppliers/Hotel Suppliers Comparison)
Airlines suppliers Hotel suppliers
o
b
i
l
e

&
M
24%
23.4%
22%
20.2%
20%
18%
16.6%
16%
15.9%
14%
13.8%
12.6%
12.1%
12%
10.3% 10.3%
10%
9.3%
8.1%
8% 6.9%
6.5% 6.5%
6%
5.7%
5.3% 5.3%
4%
2.4% 2.4%
2%
1.9% 1.9%
0.9%0.8% 0.9%
0%
R
OI
ork nal
er
face alue
Int
er
Sales
ase
eting
Datab
T
echnology
Int
Education Mark
eating V Competition
Consumer Use Cr
Device & Netw
Source: EyeforTravel Research 2009
Between Airline suppliers and Hotel suppliers a few differences are also recognised. While
‘consumer use’ dominates (around 20% of each) ‘ROI’ and ‘device and network’ issues are
concentrated on by Airlines and ‘technology’ and ‘internal’ issues by Hotels.
Understanding the technology…
Figure 2.27: How well do you feel you understand enabling technologies when
considering “mobile” as a strategy?
Global US UK Rest of Western Europe Asia
40% .
0
%
3
7
35%
.
1
%
3
2
.
1
%
3
0
30%
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0
%
.
4
%
2
7
% 6
%
2
5
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0
%
2
6
2
4
.
%
25%
2
4
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0
2
4
.
3
%
2
3
.
0
2
1
.
4
%
20%
2
%
1
5
.
2
%
15%
1
4
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.
9
%
1
4
.
2
%
.
5
%
1
2 1
3
1
2
.
2
%
1
2
.
1
%
%
1
1
.
5
%
10%
9
.
7
%
9
%
1
0
.
0
%
8
. 9
.
4
%
8
.
6
7
.
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%
% % 6
.
6
%
7
%
.
4
%
5
.
6
%
5%
4
.
1
4
.
8
%
3
.
0 %
4
% 0
%
1
.
1
.
6
%
4
.
7
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0
%
1
.
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.
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.
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%
0%
Terrible Very poor Quite poor Just below Average Quite good Very good Excellent
(1) (2) (3) average (5) (6) (7) (8)
(4)
Source: EyeforTravel Research 2009
68 69
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