A new study from Marchex shares new data about consumer booking habits:
- Mobile callers convert into customers at a higher rate than desktop users.
- The conversion rate is consistently “over 25% for rental cars and over 20% for hotels.”
- Mobile consumers call hotels more often in the evening than desktop consumers.
- Consumers are in “purchase mode” on the phone and have an urgent intent to book.
- That said, 62% of the calls analyzed for this study “were not destined for a sale.” These calls were either intended for customer service – such as confirming reservations – or they were misdials and disconnects.
- 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.
- More than a third of callers had questions about room locations, views, and nearby events, such as how far of a walk it was to President Obama’s inauguration.
- The travel industry trails other industries in converting voice calls to sales.