online travel webSite type viSited by U . S . cUStoMerS before booking , 2013
U . S . Mobile travel SaleS , 2011-2017
“ once the MetaMediarieS enter the diStribUtion gaMe they coUld take over the entire Market .”
Technology : MetaMediaries
online travel webSite type viSited by U . S . cUStoMerS before booking , 2013
Most U . S . consumers visit several websites before booking , and the online travel agencies have a lead above hotel brands ’ direct booking sites .
60 50 40 30 20 10 0
58 %
45 %
28 %
|
|
|
6 % |
6 % |
6 % |
6 % |
OTA |
Direct booking |
Metasearch |
Traditional travel agent |
Flash sales |
American
Express
Travel
Services
|
Invitation-only deals sites |
U . S . Mobile travel SaleS , 2011-2017
( in billions )
50
40
30
20
10
0
3.0 % $ 3.4
$ 7.0 5.5 %
$ 13.6
10.0 %
2011 2012 2013 2014 2015 2016 2017
Mobile travel sales
$ 23.2
16.0 %
$ 32.2
21.0 %
$ 40.2
25.0 %
% of digital travel sales
15 %
Other
$ 48.8
29.0 %
Note : Includes leisure and unmanaged business travel sales booked via mobile decice eMarketer , May 2013 MMGY Global / Skift phone provided just short-circuited all of it .
The race of the metamediaries Competing with Google will be Apple with Siri and its impending iTravel app and Microsoft with Cortana . Given the direction mobile is heading , it is easy to see why Amazon wanted to get in on the mobile phone market sooner rather than later , with its own established payment system and big-data-driven purchase platform . Through the evolution of semantic search and more data being submitted , studies show more than 40 % of U . S . consumers are willing to give more personal data if it improves user experience . Combined with a method of payment already in place , it is clear the
“ once the MetaMediarieS enter the diStribUtion gaMe they coUld take over the entire Market .”
– Marcos cadena , Minor Hotel Group
actual phone becomes the tool — not the third-party software allowed to be added to it .
When one thinks of all the apps consumers have stopped using due to a better one coming out , it is not hard to imagine this scenario . The wellness sector may get
52 HOTELS October2014 www . hotelsmag . com