Gender divide opens up as mobile apps become the preferred way of booking travel

The latest annual Mobile App Engagement Index from app marketing platform Liftoff shows that travel reservation bookings on mobile have finally hit critical mass adoption. Users are becoming accustomed to doing more on mobile and reservation apps are increasingly popular. This year's data shows that for businesses the cost-per-first-booking has dropped. In 2017, the peak cost to acquire a mobile user who made a reservation was $36.95, nearly half of last year's peak cost of $61.09. What's more, the average cost-per-reservation in 2017 ($27.98) was $16 less than the 2016 average ($43.88). There is a divide between the sexes when booking… [Continue Reading]