Mobile phone manufacturers are poised to take over from Google as the most powerful technological players in the European travel
and tourism industry, reveals the WTM Global Trends Report.
The report, in association with Euromonitor international, predicts increasing smartphone penetration across Europe will drive a shift in power from search giants such as Google to smartphone developers and manufacturers.
Devices such as the iPhone and the development of location-based applications are already revolutionising the travel industry, with smartphone penetration expected to reach 92% in Europe by 2014, according to Ovum, and mobile web browsing set to overtake PC internet access in the same year.
The increasing importance of mobile is likely to displace giants such as Google as consumers increasingly view social media such as Facebook as a portal to access all their information as well as seek to access travel via purpose built applications.
Smartphone Travel Usage Research from 2010 reveals 34% used their mobile device to find travel information, 29% to check reservations and 25% to book accommodation according to compete.com.