Travel firms planning ‘mobile-friendly’ websites

One in two UK travel companies plans to introduce a mobile-friendly website in the next 12 months, according to a survey by mobile technology firm Handy Group.

CEO Michael Lacy said: “There was a period of inertia where mobile technology was talked about but companies were unsure of how to integrate it into their broader technology, business and marketing plans.

“With recent advances in mobile phone technology, consumers can now access the internet with ease.

“However, many travel companies’ websites cannot be used effectively on a mobile phone.”

The company has developed a solution that transforms the mobile internet into an effective distribution channel, delivering the key transactional booking elements of fixed line websites to any mobile device.

“Greater connectivity, capability of handsets, mobile-friendly website content and a lower cost to the consumer have all combined to make this the perfect time for companies to launch their mobile strategies,”  claimed Lacy.

Companies have realised they need to embrace mobile technology in order to reach new customers with more than 3.3 billion mobile phone subscriptions worldwide and smartphones such as the iPhone and Blackberry growing in popularity, the company says.

A joint report by Amadeus and the Association of Corporate Travel Executives in May revealed a wide range of benefits of using mobile technology for corporate travellers and travel managers.

It found that 69% of business travellers use mobile devices for internet access.

“That is a statistic travel companies cannot afford to ignore. The fact that such a high proportion of travellers are using their mobiles to go online indicates the importance for travel organisations of making their product accessible via mobile technology,” said Lacy.

“There are areas of the world where fixed line internet is impractical to install and communities would be isolated were it not for mobile technology.

“The sun has risen on the mobile age and companies are realising they need to grasp the technology sooner rather than later.

“The technology exists, but it’s clear there needs to be a strong awareness campaign to educate the consumers about the nuts and bolts of accessing the internet on their phone.”

by Phil Davies