Today we are launching the latest report in our Skift Trends Reports service, The State of Mobile Booking 2016.

Mobile booking hasn’t taken hold of the mainstream yet, but it’s a fast-growing segment that some hoteliers believe will soon be a primary source of revenues. Since more and more consumers are toting their smartphones with them wherever they go, there is a huge opportunity. However, travel brands haven’t made things easy with clunky user interfaces and slow load times. Not surprisingly, many have decided to lob a phone call instead.

It doesn’t have to be this way. Newish mobile payment technologies like Apple Pay have taken away one barrier to booking. Once hoteliers make their apps more user friendly, they can lure users over with special offers that reward mobile booking.

In this report, we look at which companies are seizing this opportunity. Execs from Starwood, Travizon, Strategy Analytics, and other companies weigh in on how on where the market is now and how to be among the first to really take advantage of this new option.

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NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.

About These Reports

This is the latest in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.

After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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