Net Affinity has launched a Hotel Mobile Barometer to help hotels track their mobile booking performance against a national average.
Data from January to June 2024 shows that mobile bookings remain dominant in Ireland, but average booking value is higher on desktop.
Factors impacting the success of a hotel via mobile include star rating, property type, marketing activity, and the path to purchase experience.William Cotter, Founder and Managing Director at Net Affinity, said: “if a user’s mobile experience isn’t seamless, they’ll look for alternatives, which might lead them to competitor websites or OTAs, or switch devices, which can cause frustrations and add time to the purchase process if not leading to them abandoning the booking entirely. With this new service and offer to customers and through our harnessing of data we are empowering hotels with the insight to understand what the rest of the independent hotel market is seeing. Although examining averages across datasets can provide context, hoteliers should be aware of how their hotel stacks up against competitors in the market. Because of this, it’s essential to dig deeper into the data and examine more specific information. Data from January to June 2024 highlights that mobile bookings remains dominant in Ireland with 59pc. However, average booking value is 13pc higher on desktop, mostly driven by longer length bookings from overseas markets. This is changing though, with the path to purchase and quality of user experience now dictating the success of high value bookings on mobile devices. Having well-optimised mobile campaigns can result in significant growth, as marketing platforms are constantly investing in the mobile experience. META and other social platforms receive more than 90pc of their traffic from mobile devices, so for hotels to deliver business from these platforms, it is likely to be on mobile.
