Travel marketing: Are travelers searching for a mobile site you haven’t built yet?

August 15, 2011

8 out of 10 Google advertisers report they haven't built a mobile site yet.

Several studies confirm that travelers are adapting to the mobile platform faster than the brands they are trying to access.

  • In a recent survey by Frommer’s, 52% of respondents said they are most likely to access travel information from their mobile devices when traveling, up from only 27% a year ago.
  • Google just reported that mobile traffic is growing at about 20% quarter over quarter.
  • eMarketer reports that 50% of all new internet connections worldwide are coming from mobile devices.
  • Yet Google  found that almost 8 in 10 of their top advertisers have not built mobile-specific websites.

Mike Putnam, Director of Mobile Product at TripAdvisor discussed that growth in an interview with Ritesh Gupta from Eye for Travel.

“We’ve seen tremendous growth in site usage across mobile platforms over the course of the past 12 months. When we launched (our mobile site) in March (of last year), we had roughly one million unique monthly visitors.

Fast forward one year, and we’re now seeing more than five million unique monthly visitors.”

Rob Torres, managing director of travel at Google says that people searching for travel information using Google Mobile is growing exponentially.

  • According to Rob, “The percentage of queries coming from mobile devices now makes up 19.5% of all hotel queries.”
  • In the same interview, Torres also reported that the number of mobile travel bookings has increased 10 fold from 2008 to 2010, from $20 million to $200 million.

So what do these experts advise?

“Travel companies that do not invest in the mobile web may be left behind in the years to come as smartphones and tablets become even more ubiquitous,” says Putnam.

Torres concurs, “We see mobile websites as a no-brainer opportunity for marketers…Travel queries coming form mobile devices make up more than 15% of all queries.

Yet most travel advertisers are allocating less than 5% of their search budgets to mobile search. So there is certainly room for growth.”

Have you created a mobile landing page or website yet?  If not, when?  If so, how’s it going? Talk to us.


3 ways Google’s new indexing engine will bring profound changes to travel and leisure marketing.

July 14, 2010

Google Caffeine indexes the web 50% faster than Google's old engine. What does that mean to you?

Caffeine’s lightening fast indexing speeds will create new opportunities for travel and leisure marketers who are quick to react and willing to experiment.

Click Z published a fascinating article by Gary Stein recently on the profound effects Caffeine’s faster, fresher indexing will have on online marketing.

That was then. This is now:

  • For the last decade, Google has used the 80/20 rule to indexing.  Since 80% of the content on websites stayed the same, their crawlers focused on indexing the  other 20% of the content that changed.
  • The web today is about sharing real-time experiences, which requires indexing more content more regularly.
  • To keep up, Google has updated its indexing technology to collapse the time between when a website updates its content and when it’s viewed.

3 ways Google Caffeine will change the way you do leisure marketing online:

1.  Updating your content will become more important than ever.

Google’s spiders are more attracted to new content than ever before.  So updating must be a part of your online marketing strategy.

And the easiest way to for a leisure brand to do this is through social media. Just make sure your content is still relevant to your site’s core topic.

2.  Experimentation and exploration will become the norm.

Because Caffeine indexes with lightening speed, you will be able to experiment with new ideas and see the results quickly.

Then adjust your strategy based on your findings.

3.  Keeping an eye on your competitors will become a much higher priority.

A shift in the index is going to cause a change in your rankings. And constantly shifting content will cause your rankings to change with greater speed.

So pay close attention to where you are relative to your competitors. And when the rankings start to shift, see what changed in your content and your competitors’.  And react accordingly.


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