Hotels.com needed to optimise their mobile offering in line with customer requirements, with the further aim of producing results that would improve brand experience, customer satisfaction and loyalty through their mobile channel.
The main objectives were to:
- Gain a full understanding of smartphone users' use of mobile sites and apps to guide the development of the Hotels.com mobile website and iPhone/Android apps
- Find out more about how customers use smartphones to research, plan and book travel
- Research how smartphones are used by customers during travel, and after they have arrived at their destination
- Pinpoint the different needs of business travellers and leisure travellers