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Hotel Search Windows by Device Type
We are privileged at Koddi to get unique insight into user search and booking behavior. We pay particular attention to behavior on different devices (see Mobile Usage Trends in Metasearch,) and utilize this data to aid our clients in optimizing their metasearch campaigns. Here's what we see...
Published December 22, 2014 by Nicholas Ward
We are privileged at Koddi to get unique insight into user search and booking behavior. We pay particular attention to behavior on different devices (see Mobile Usage Trends in Metasearch,) and utilize this data to aid our clients in optimizing their metasearch campaigns. Here’s a view of the data that we see by Check In Date:
80% of searches are for stays in the next 30 days
Most of the metasearch activity we see is for a stay that will happen within 30 days of the user’s search. As you can see in the chart above, this activity is most likely to occur within the first 14 days and then tapers off 30+ days out. 41.45% of searches are for stays within 7 days, and 60.51% of searches are for stays within 14 days.
Secondary spikes in search activity align nicely with Friday and Saturday nights, and the last large spike in this data set is for New Year’s Eve, which isn’t much of a surprise:
Mobile searches are 5x more likely to be same night
While searches on all devices taper off over time, the trends that we see by device type have some important differences. Mobile and Tablet searches are 5x more likely to be for same night stays than Desktop searches. This is how the industry has always talked about Mobile, so it’s great to see the data line up with the story:
The chart above shows the percentage of search activity for same night stays. For Mobile, 21.68% of search activity was same night. For Tablet and Desktop the values are 13.15% and 4.43%, respectively. To put these numbers into perspective, the mobile traffic opportunity for a client is typically about 40%. We’ve also seen mobile traffic growing steadily over the course of the past year. On any given day, the same night mobile traffic for a client may match their same night desktop traffic, and it won’t be long before mobile is in the lead.
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