How Tour and Activity Providers can get Mobile Ready

The use of mobile devices is increasing year on year, and for the travel industry and tour and activity providers, this means the growing need to have mobile ready websites and the ability to take online bookings through mobile devices.

 There is a lot of research on this growing trend, PhoCusWright , the international travel research company, have said that Mobile is tipped to account for a fifth of online travel bookings by 2015.  They have also found that the number of Americans who book travel online and on tablets increased by 40% than last year.  They also found that those using tablets were 20% more likely to make a booking than those using smartphones.

Other stats on the growing trend of mobile use in the travel industry are:

  • 67% of people said they were more likely to make a purchase when visiting a business’s mobile-friendly site, versus 61% who said they’d most likely leave a site that wasn’t optimized for mobile (Search Engine Watch
  • 62% of consumers who booked travel online made at least one purchase via smartphone or tablet – (eMarketer)


Mobile booking infographic

Things to consider before developing your mobile strategy:


The term ‘mobile device’ includes both smartphones and tablets and there is a distinction between the two in terms of how they are used. The smartphone is predominantly used for last minute bookings, while tablets are use more for researching things to do and are also used as a booking device.


Mobile bookings

Smartphone v Tablet

If you are thinking of developing a mobile site your strategy should be simple and transactional. As smartphones are predominantly used to make last minute bookings, the information should be minimised to adapt to the smaller screens, make your ‘Book Now’ button very clear and place an emphasis on speed when deciding what content to include and the booking steps involved.

Your tablet strategy on the other hand should make it easy to research and book. Users of tablets will spend more time on your site browsing, looking at your content so formatting should be a priority.

For both smartphones and tablets you need to consider the touchscreen nature of these devices, making sure your website is set up for the that; any navigation or booking buttons should be big enough to touch on the screen and if you do not have a mobile specific site make sure that your website is at least responsive to mobile devices.


Make your tour and activity booking process mobile ready

Whether you have a mobile specific site or not, one of the most important things you need to do is make sure your website is mobile responsive and this includes your online booking process.  We have seen numerous businesses with well designed websites, with beautiful images but they are not mobile ready and it is very difficult, if not impossible to book. When deciding on what online booking provider to use, or even if you have had something designed for you should make your booking process is mobile responsive, Acteavo is.




With such a growing trend of mobile bookings in the travel industry, tour and activity business are becoming more aware of need to get their businesses mobile ready. If you thinking of developing a mobile specific site give consideration to what smartphone and tablet users are looking for, making your site simple and easy to book your activities. If developing a mobile site is not on your agenda then make sure your site is mobile responsive and most importantly, so is your booking process!


Danielle Mallen
Danielle Mallen
COO at Acteavo
Danielle is the COO of Acteavo and its customer experience champion. You can follow Danielle on Twitter and Linkedin.