UAE visitors 3 times more likely to book by tablet

Yahoo is encouraging hotels in the UAE to tap into the opportunities mobile presents, as the latest stats reveal that 17% of European travellers to the UAE have booked their trip through a tablet device.

That figure is in comparison to the average 5% of European travellers using tablet for all other destinations. With 55% of UAE travellers owning a tablet device compared to the 32% European average and 61% using mobile travel apps, there is significant scope for brands in the region to convert digital savvy lookers to bookers, explained Yahoo senior director of international research Laura Chaibi.

“Tablet is a toybox for destinations like Dubai. It is so powerful because it is the closest device to replicate our real-world senses. If you think about a place like Dubai, a tablet provides a way of appealing to the sounds, the sites, the lights and the beauty of this destination,” said Chaibi.

According to Chaibi, the problem that most hotels face is that they haven’t yet figured out how to optimise their sites for use on multiple screens, meaning there is a disconnect between inspiration and booking.

“Multi-screens causing multi-confusion. People are researching on tablet, checking their offer is available on mobile and then switching to a laptop to book, losing parts of the ‘ideal trip’ along the way,” said Chaibi.

By optimising for mobile, allowing travellers to plan and book on one device, "Dubai can tap into this gap between inspiration and decision-making. Tablet is where brands in the Middle East can win,” she added.