With all the media hype surrounding the move to mobile and Google’s optimisation deadline having just passed, are hotels actually experiencing a rise in the number of bookings made via this platform?
In the past three years we have seen a strong increase in visits to our website through different types of mobile devices. Furthermore, with the creation of our new microsites with responsive design technology for bookings and all our website, and by adapting our email marketing campaigns to this technology, we have seen an increase of 10% plus in bookings since 2014 through online reservations at derbyhotels.com, as well as a 50% rise of our newsletters being read on mobile devices.
Joaquim Clos, general director, Derby Hotels Collection
We have definitely seen a benefit from these platforms, growth in bookings via both mobile and tablets has been significantly greater than via PC in the past twelve months. This has driven us to develop a new responsive website that will automatically adapt to display optimally on all platforms.
Matthew Long, general manager, Luton Hoo Hotel, Golf & Spa
We have not seen a great upturn in mobile bookings but we have seen a consistent increase in visitors accessing our site via mobile devices. Given that people access the internet on multiple devices now it is highly probable that as far as our guests are concerned, they follow a recognised travel industry pattern for significant purchases of search on mobile, browse or research on tablet and purchase on desktop. Certainly mobile is a key part of the mix for us and we make sure our website works as well on mobile as on desktop”.
Dan Rose-Bristow, owner, The Torridon
We took steps to ensure that our site was mobile-friendly some years ago and last month 57% of visits to Pride of Britain’s web site were via mobile devices – including iPads – around double the number in April 2014 . This has gone hand in hand with a similar increase in the value of online bookings passing through the Synxis booking engine that we offer to our members. Many people switch from one device to another during the day and so I think it is essential to cater for all platforms, irrespective of which one bookings are actually made on.
Peter Hancock, chief executive, Pride of Britain Hotels
For the first four months of the year, business from our mobile booking engine slightly increase year on year. Encouragingly, an increase in average lengths of stay is also noticed here at The Arch. Hopefully this is a sign that consumers start trusting mobile booking devices more and will, in future, use this convenient and relatively cost effective way to book us directly.
Michael Voigt, general manager, The Arch