Start of a new year, time for new mobile innovation but will this year’s winner be a big name or a new disruptor?

Mobile has been the word in online travel for some time now but with over 70% of travellers journeying with a mobile device in their pocket, there has never been greater demand for innovation. 

If the line-up for the 4th edition of EyeforTravel’s upcoming Mobile Innovation in Travel awards is the measure, then being mobile-savvy is clearly flavour of the month. From household names like IHG, booking.com and Hilton to lesser know brands like What Now Travel!? and Hostel Rocket Inc the competition in four categories – best mobile app, best user experience, best mobile strategy and best mobile solution – looks set to be fierce. 

“This year’s line up for the awards shows an impressive diversity in mobile offerings and is a clear indication that the channel is a top priority in the bid to gain market share in 2015,” says Gina Baillie, EyeforTravel’s General Manager. 

An EyeforTravel Mobile in Hospitality Report finds that since 2011, travel companies’ commitment to mobile has grown by 21%. Yet, even the biggest spenders on mobile - the OTAs – have not yet saturated the market with their offerings: there are, for example, still more consumers willing to use OTA and metasearch apps than there are apps available. 

In the world of airlines, speedier check-in via mobile is now a reality in many places, but there is still opportunity to sell more to customers via their smartphone. A 2014 SITA Airlines IT Trends Survey found that while passengers haven’t heavily used smartphones to interact with airlines, by 2017 they expect 11.6% of ancillary sales to come from mobile, an increase of 9.2 percentage points from 2.4% last year. Airline entrants this year include United and easyJet but will their offerings be enough to be crowned winner? 

This year’s line up for the awards shows an impressive diversity in mobile offerings and is a clear indication that the channel is a top priority in the bid to gain market share in 2015 says Gina Baillie, EyeforTravel’s General Manager

Though somewhat slower to move in the mobile space, there have been some recent notable innovations by hotels to facilitate things like mobile check-in and develop innovative loyalty driving apps. IHG, a recent EyeforTravel winner and willing entrant this year, is one of those. Big names Hilton and Marriott are also proud of delivering innovative digital solutions for a better customer experience. 

Meanwhile mobile technology solutions, that can help smaller players sell more efficiently in the direct channel– like Syniverse’s payments solution - will be keenly observed. 

Two finalists in each category will be named in San Francisco on March 23rd as part of EyeforTravel’s Mobile & Innovation in Travel conference.  Voting closes on February 27th at midnight PST and will count for 50% of the final decision, the balance to be in the hands of our panel of judges. Judging criteria can be found here. 

May the best player win!