Mobile first: Brit smartphone hotel bookings overtake desktop for the first time

Brits are now making more hotel bookings on mobile devices than desktops for the first time, new research from SHR reveals1.

The hotel technology specialist found that mobile bookings have overtaken desktop for UK staycations, with more than half of bookings (51.3%) made on a smartphone device over the last year – a 6.1% increase from the previous year. This shows how consumers are becoming far more comfortable booking travel on mobile devices, thanks in large part to the volume of information and  seamless booking experience now available on all platforms.

Desktop bookings have decreased by 3.8%, now accounting for only 46.5% of bookings, while tablet bookings have plummeted by 33.4%, making up just 2.2% of domestic UK hotel reservations.

Last year, domestic mobile and desktop hotel bookings were nearly equal, with mobile at 48.3% and desktop slightly ahead at 48.4%.

However, the research also highlights that mobile bookings are still not as profitable for hoteliers as desktop bookings. Looking at revenue generated from mobile, desktop and tablet hotel bookings over the last year, desktop bookings accounted for 50.1% of revenue, while mobile bookings trailed behind at 47.3%. Tablet bookings made up the final 2.5% of revenue.

While this indicates that UK travellers are likely to spend more when using a desktop to book UK stays, this is changing. Despite claiming the lion’s share of revenue over the last year, revenue generated by desktop bookings has actually decreased by 3.6% year-on-year, whereas mobile booking revenue is up by 6.6%. This shows that travellers aren’t just using mobile for the shortest trips anymore. Revenue generated by tablet bookings has significantly dropped by 29.1%.

Looking at the rest of the world, SHR found that international travelers booking UK hotels still largely prefer to use desktop – with 80% of UK hotel reservations made on desktop by American travelers, as an example2. Travelers from Australia, Canada, United Arab Emirates, Germany, France, and Switzerland all showed a strong preference for desktop when booking a hotel in the UK.

Steve Collins, VP of Digital Marketing at SHR, said: “Our data shows that more than half of UK staycation bookings are now made on smartphones, indicating a growing trust and reliance on mobile devices for travel planning. This trend can be attributed to several factors. We are shifting towards a digitally-native generation that feels comfortable, or even prefers, to use their mobiles to book. At the same time, online travel agencies have significantly improved the usability and accessibility of their mobile platforms, making it easier than ever to book. As this trend continues, it will be essential for the hotel industry to optimize their mobile platforms to capture and maximize this growing market.”

Founded in 2004, SHR (an Access Company) is a global specialist technology and service provider to the hotel sector. Through a full suite of tools and services, SHR helps over 2,000 hoteliers globally maximize revenue by optimizing all aspects of the booking and retention ecosystem. To learn more about SHR, visit www.shrgroup.com.

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