That’s according to a report from Millennial Media, which found that while hotel-related activity is most common on mobile, hotel brands are actually only fifth in terms of investment in the channel, making up 11 per cent of spend on Millennial’s mobile ad platform.
Booking sites and apps make up a more sizeable chunk (22 per cent) but they’re still some way behind the single biggest spender, airlines (30 per cent).
For travel advertisers, the most commonly used post-click action was to search a site (included in 41 per cent of campaigns), download an app (38 per cent), and mCommerce activity (33 per cent) – all of which are a logical fit with their business.
72 per cent of travel campaigns were served to iOS – nearly twice the average proportion on Millennial’s platform – compared to 26 per cent on Android, and just one per cent each for BlackBerry and Windows Phone. Tablets were also twice as popular than average for travel advertisers, accounting for 34 per cent of impressions – presumably due to being more suited to making purchases.