1. Social media & mobile in travel
distribution report 2013
5 minute findings
03/10/2013 Eyefortravel.com/social-media-mobile-report 1

2. Mobile research in context
• Desktop remains the primary means of
researching all types of travel products…
o 49% of all hotel research
o 45% of all air travel research
o 38% of all car rental research
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3. Mobile’s importance
The number of travel executives considering it very important
has almost doubled from 4% in 2011 to 7.9% in 2013.
“We had not diverted much investment towards mobile up
to now, but next year [2014] we will have to improve our
platforms,”
- Felipe Rey Forero,
Digital Marketing Manager, North America, LATAM Airlines.
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4. Mobile booking 2011-13
Travel suppliers and intermediaries have seen a substantial
increase in direct bookings on mobile over the past two years.
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5. Mobile investment

6. Social platforms - Intermediaries
Social media adoption for intermediaries peaked
in 2011.

7. Social platforms - suppliers
Social media adoption has steadied, with only
two platforms seeing increased adoption

8. Social media investment
Nearly 50% of intermediaries and suppliers will increase
social media investment in the next few months.

9. Social media demographics
25-34 year olds are the largest demographic in
the largest social media platforms

10. For more information on this research
and to download the free report extract
visit:
Eyefortravel.com/social-media-mobile-
report