Budget hotel chain Premier Inn has the best mobile site in travel, according to the latest eTravel Multichannel Benchmark study.
Mystery shoppers on behalf of eDigitalResearch found the purple brand’s mobile site to be the most user-friendly with an easy booking process and attractive homepage.
The shoppers compared 17 of the leading travel website, with hotels dominating the mobile sector.
After Premier Inn LateRooms, Hotels.com, Booking.com and Best Western were named in the list.
easyJet came out top in the website category although only just made the top 10 overall score for all channels.
The research firm said mobile users are now looking for more than basic functions and the travel industry is behind in including more content on mobile platforms.
“Consumer confidence in mobile touch points has soared over the past couple of years as more and more of us start browsing and buying from our smartphones. As a result, consumer expectation of digital touch points has also changed. Before the emphasis was very much on functionality and usability. However, our latest eTravel Multichannel Benchmark results show that not only do users want a mobile site or app that is quick and simple to use, they also expect mobile touch points to be fun, engaging and inspiring,” said eDigitalResearch’s commercial director Derek Eccleston.
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