Two-thirds of businesses plan their travel using search engines, with bookings made using smart phones up 69 per cent on last year, new research showed.
According to Google’s manager for travel, Nate Bucholz, the internet has overtaken word-of-mouth as the primary medium businesses use to choose destinations in which to find venues for hire for corporate events.
Figures indicate that 69 per cent of businesses – compared to 63 per cent of consumers – plan their travel by searching the internet, visiting an average of 22 different websites before making a final decision.
Last year, mobile travel bookings were found to have accounted for 15 per cent of all reservations, up 69 per cent from 2009, when just nine per cent of bookings were made using the medium.
As reported by CIT Magazine, Bucholz recommended that the travel industry should use longer phrases in their SEO, and make them more akin to the types of phrases consumers use when looking for certain websites.
It is thought this will enable them to take advantage of Google’s Search Funnels, and increase the likeliness of their website featuring in search results.
Bucholz was also asked whether hotel searches on Google Maps were now too influenced by advertising, which in turn had led to smaller hotels not being included in search results. He responded by saying that Google needed to handle several layers of data before small businesses will be able to get more coverage.