WTM Global Trends Report 2010 - World Travel Market

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<strong>WTM</strong>. Means Business Europe – Mobile travel applications • Following the success of the iPhone, smartphones are revolutionising the travel industry thanks to geo-localisation services based on GPS technology. • Smartphone penetration is expected to reach 92% in Europe by 2014 according to Ovum, with mobile phones set to overtake PCs as the most common web access device worldwide. • The growing importance of mobile is leading to a shift in power from technology players such as search engines like Google to smartphone manufacturers and developers. Technological shifts • Business travellers were the first consumer group to adopt mobile travel technology due to the need to make last minute reservations. Leisure consumers are quickly catching up. • Mobile applications offer various services from flight booking/check-in (BA), guidebooks (Lonely Planet), tourist information (Visit Lisbon) to building an itinerary (TripIt). • GPS-based travel applications impact travel behaviour, favouring last-minute bookings via smartphones at your destination, leading to shorter booking windows.
<strong>WTM</strong>. Means Business Source: compete.com Source: Gartner
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WTM Global Trends Report 2010 - World Travel Market

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