With the rise of smartphones and tablets, travelers now have remarkable connectivity that allows them to make travel arrangements and share information before, during, and after their trips. A 2014 survey by the Pew Research Center found that 58 percent of adults in the United States owned a smartphone.1 With that rapid expansion of mobile devices, one concern is that the hospitality industry might not be ready for the level of mobile accessibility and functionality that customers expect. In that regard, an analysis by the Boston Consulting Group (BCG) found that although most travel companies recognize that mobile is increasing in importance, they do not yet understand its full reach and impact.2 Compared to PCs, mobile use patterns, behaviors, and expectations are different, and each phase of the travel cycle requires a distinctive approach for mobile
