CWT Predicts Surge in Mobile Bookings

Carlson Wagonlit Travel (CWT) has released a study into the impact of mobile in the managed travel space, suggesting that mobile bookings are set to climb steeply over the next decade and will influence not only the entire traveller experience, but will shift how travel managers control their travel programs.

Both travellers and travel managers expect mobile booking to increase significantly, reaching 25% of online transactions by 2017.

In addition, CWT’s “Tap into mobile” research predicts that mobile bookings will more than double in the next two years.

CWT research also shows that it took up to eight years for online booking tools to reach the same level of activity that mobile is expected to achieve in the next three years. The study highlights the high expectations that both travellers and travel managers have for mobile travel services and their awareness of the advantages and benefits it will bring.

Supporting the idea that traveller experience is key, the study highlights that neither travellers nor travel managers expect mobile to significantly drive down travel costs; instead ease of doing business, productivity and traveller well being all rank higher as key benefits of mobile. As a result, managed travel apps are becoming more sophisticated, and companies who act now will reap the most benefit, as they steer travellers towards the apps that support the travel program.

The study also highlighted that an estimated average of 62% of travellers already carry company smart phones and 56% of companies surveyed already, or plan to, have a “Bring your own device” policy. Globally, travel managers also consider the potential impact of mobile on the travel program to be high, rating it 6.8 overall on a scale of 1 to 10.

David Moran (pictured), CWT executive vice-president, Global Marketing & Enterprise Strategy, commented, “We have been planning for this shift for some time and are getting ready to launch new mobile services, such as mobile booking through CWT To Go later this year. While 80% of travellers and travel managers told us they want a one-stop-shop app so they don’t have to juggle between best-of-breed consumer apps, there isn’t an app on the market today that answers all their needs, and that’s what we’re excited about – building on CWT To Go to create the corporate travel app that appeals to both travel managers and travellers.”

Looking to North America, CWT’s research shows:

•  Travel alerts are very important to travellers, who rank them third most important after flight status updates and itinerary information.
•  Travellers in North America consider mobile booking on-the-go less important than their counterparts in Asia-Pacific and Latin America, with 55% considering it important or critical, versus 62% in Asia-Pacific and Latin America.
• While North American travel managers and travellers consider ease of doing business, productivity and well being (in that order) the most important aspects of mobile features, European travel managers emphasize well being, followed by productivity and compliance with travel policy.

To view the report in full, visit http://www.cwtinsights.com .