Travel companies are still largely looking for clarity on the role of mobile phones even as the industry is witnessing the launch of mobile travel applications, especially with the advent of viable mobile computing platforms.

EyeforTravel Research, which few months ago conducted a survey featuring 800 participants, has found that the industry is seeking answers to big questions - When? How? What? - as far as the role of mobile phones is concerned.

"Mobile is not just about sales. It can be about the entire cycle of the consumer as far as travel is concerned, and the best practice for each relevant touch point needs to be developed within the industry," said Amy Scarth, Head of Research at EyeforTravel.

Some of the key findings from EyeforTravel Research's survey are as follows:

1.The largest proportion of open ended responses to the question (29 percent): "What needs to happen for Mobile to become a mainstream sales & marketing platform?" are concentrated around the 'devices & networks' theme. It is evident that many people consider the potential of mobile in travel to be a result of the growth in smartphone penetration, improved functionality and usability for example. Other themes within this include the cost of data to the consumer and therefore limited use of the mobile web, as well as others with limited access to the mobile web. Networks have been criticised for lack of service in some areas and inconsistent connections to make this work. Again the issue of standardisation is raised in this category as companies battle to develop appropriate technologies necessary for different Mobile devices.

2. Twenty four percent stated that 'consumer development' is a key area to address in order for mobile to become a mainstream sales and marketing platform. This includes the acceptance, awareness, behaviour, confidence, trust and use by consumers, an expansion in the demographics of the users, willingness to opt-in to services, and a need for education and publicity driven by travel companies. The development and protection of a new database is also considered vital.

3. Around 13 percent of respondents focused on 'industry action'. This includes creating clear value propositions and gaining internal buy in initially. It includes an organisational shift in culture and continuous training and development.

4. It is also emphasised by 12 percent of respondents that 'industry knowledge' is required to push this forward. Companies are looking for precise information and an understanding of the opportunities. It is suggested that there is a need to create awareness, define concepts and invest in pilot projects. It is pointed out that from these concepts around ROI and case studies a crucial step can be taken going forward.

"There are mixed interpretations about the changes that need to take place to make mobile a reality. It has been stated that "small investments today will pay off in a big way moving forward" but it is clear that without a real understanding about where to invest and solid information to base strategies upon there is a barrier to development," said Scarth, whose team is currently focusing on The School of Mobile initiative.

The Mobile Zone @ EyeforTravel's Travel Distribution Summit Europe 2009

As part of its`The School of Mobile' initiative, EyeforTravel will conduct interactive seminars on Mobile in Travel in the Mobile Zone located within the Travel Distribution Summit Europe exhibition area. EyeforTravel Research will also be presenting their latest mobile research at intervals throughout the day in the Mobile in Travel Zone.

The Summit will take place on May 19 and 20 in London this year.
For more information, click here: http://events.eyefortravel.com/school-of-mobile/

Or contact:

Amy Scarth
Head of Research, EyeforTravel
[email protected]
+44(0) 207 3757545

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