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Mobile Booking Platforms Rivaling Desktops

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by Onyx CenterSource in Blog , Hospitality Trends & Research ,

Customers are having increasingly enjoyable experiences on mobile platforms. The mobile experience being offered by some of the world’s top travel brands is nearly as good as those offered on desktop suites, new research has suggested.

According to results gathered by customer specialist eDigitalResearch, mobile and search results have seen a significant increase in overall satisfaction wave on wave. Detailed analysis of the results, which were gathered from 18 of the UK’s leading travel brands, found that higher quality images and better clarity of pricing were the two main drivers behind the favorable results, while a broader range of search options enhanced levels of satisfaction further.

Booking.com once again emerged on top of the rankings, offering a well optimized experience across a number of devices, with user’s particularly pleased about the site’s dynamic pop-up messages with latest price trends or booking information. Other companies to feature prominently included Hotels.com and Late Rooms, which claimed second and third spot respectively, while Expedia and KLM completed the top five.

Meanwhile, the for the first time in the benchmark’s history, Holiday Inn managed to score top marks for their app after undergoing a recent overhaul and upgrade, handing the firm an overall tally of 81.6 percent.

Steve Brockway, director of research (UK), comments: “It appears that after several years of trying, travel brands are starting to offer holidaymakers as good of an experience on their mobile as they are getting on a more traditional desktop site.

“Since starting to track the multichannel travel experience in 2012, we’ve gradually watched the mobile experience improve and improve and now, at some parts of the customer journey, users are getting the same brand experience no matter the device they are using.”

He added that as mobile booking continues to grow in its popularity, there is a sense that the mobile customer experience may soon start to overtake the ones offered on desktops.