The Winner of the App Vs. Browser Debate Is Both

Colin Gibbs

November 11th, 2015 at 7:30 AM EST

Photo Credit: Four Seasons' app for iOS. Skift

Skift Take

An in-depth look at the trends that are driving booking via smartphones and tablets, the challenges holding the market back, and strategies for businesses in the travel and hospitality industries.

We recently released our latest report in the Skift Trends series, The State of Mobile Booking 2016. Below is an extract. Get the full report here to get ahead of this trend. Mobile applications are generally considered to provide a superior user experience to mobile websites, but data from Google’s 2014 “Traveler’s Road to Decision” study indicates neither channel is dominant in mobile booking. Google found that 45 percent of leisure travelers who booked on a smartphone did so via their browser, while 40 percent used a mobile app. Meanwhile, 55

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