• Tapping into mobile’s potential

    Gregoire Boutin
    mobility-study-800x600Today, CWT has released our latest research, Tap into mobile: Managed travel in the digital economy, which investigates the impact of mobile apps in the managed travel space.

    Business travelers are mobile by nature and are often seen with the latest technology, so it’s fair to say they’re ready and waiting for the mobile technology that’s going to enhance their travel experience.

    With an estimated 62 percent of travelers carrying company smartphones, it is the companies who embrace mobile and act now which will reap the benefits. Travel managers too are looking for the missing mobile link that can support travel program objectives while giving their travelers more freedom in the managed travel space.

    The travelers and travel managers we surveyed agree mobile bookings will more than double between 2014 and 2016, while our own research suggests mobile is set to represent 25 percent of digital bookings in 2017.

    Mobile booking has a long way to go, though. Travelers give mobile channels the lowest scores for ease of booking (5.8 out of 10 for tablets and 5.2 for smartphones), which could come down to how long it takes to complete a booking – around 19 minutes on a smartphone in their view, compared to 15 minutes by desktops or laptops.

    mobile-services-left-imageWhile conducting our research, we found that mobile services can bring value to every stage of the travel process. However, only a few of the available “on-the-go” features are considered vital by travel managers and travelers on the move, including flight status updates and access to itineraries. At CWT, we’re making sure CWT To GoTM has all the features travelers and travel managers tell us are most useful, including flight notifications and itinerary information, with hotel booking added later this year.

    To get to our findings, we surveyed 170 travel managers and more than 1,800 travelers from several global companies, conducted focus groups and in-depth interviews, and interviewed industry experts. As well as quantitative analysis, we conducted a mobile market forecast, and analyzed the average time in advance of a trip hotel bookings occur via mobile compared to other corporate channels.

    Want to find out more? Visit www.cwtinsights.com for the full, free-to-download report.

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