The travel industry faces a huge opportunity to capitalize on phone calls as more consumers call to book trips directly from their smartphones, according to a data analysis released today by Marchex, Inc. (NASDAQ:MCHX). Marchex, a mobile advertising company focused on calls, set out to understand the behaviors of mobile consumers booking travel over the phone. Using technology that scans for key phrases, researchers analyzed more than 15,000 phone calls placed to hotel properties and national call centers from mobile and desktop ad campaigns. The data found:
- Mobile callers convert into customers at a higher rate than desktop users.
- Consumers are in “purchase mode” on the phone and have an urgent intent to book.
- Consumers most often call because of special requests having to do with, for instance, an event or room location. These requests require talking to someone.