In a digital world that has already revolutionized how consumers book everything from transportation to vacations, mobile phones have now emerged as the dominant tool for booking travel. Over the past three decades, the travel booking landscape has evolved significantly, starting with the rise of desktop computers and travel websites. The latest development in this digital transformation is the increasing preference for smartphones over desktop computers, particularly in the realm of travel.
A study by PYMNTS Intelligence reveals that mobile phones are now the preferred device for booking everything from local rides to international vacations. The report, titled “Consumers Go Mobile-First on Travel Purchases,” highlights how convenience and instant access have played pivotal roles in shifting consumer behavior. According to the study, which surveyed more than 2,200 U.S. adults in early February 2025, over 70% of consumers now prefer using mobile phones for booking local travel. When it comes to long-distance travel and rental cars, nearly 60% of consumers also favor mobile phones over desktop computers.
Mobile-first behavior is becoming increasingly prominent in the travel sector, outpacing other common purchases like retail goods or restaurant orders. In the case of local transportation services, such as taxis or public transit, a striking 73% of consumers prefer using their mobile devices. In comparison, only 37% opt for a computer. While mobile devices are gaining ground for longer trips and car rentals, desktop computers have not been entirely displaced. For example, 59% of consumers still prefer using mobile devices for long-distance travel, while 54% use computers. Similarly, for rental car bookings, 57% of consumers opt for mobile phones, while 50% continue to favor desktops.
The preference for mobile phones varies across age groups, with younger generations leading the charge. A closer look at generational differences reveals some interesting patterns. Gen Z, which grew up with smartphones, shows a strong affinity for mobile phones, with 64% of Gen Z respondents preferring mobile for travel bookings. In contrast, Baby Boomers are the least likely to use mobile phones, with only 28% preferring them for travel bookings. Surprisingly, Gen Zers also show a tendency to use computers for some purchases, with 40% opting for desktops over mobile apps. This preference could be due to their academic environment, where laptops are frequently used for coursework, providing them consistent access to both mobile devices and computers.
Interestingly, research plays a crucial role in the travel booking process, regardless of the device used. More than 70% of digital-first travelers conduct research online before making a purchase, with Gen Z leading the charge at 79%. Baby Boomers, despite being less inclined to use mobile phones, are not far behind in terms of research, with 69% of them engaging in pre-purchase research. The study also points out that while many consumers focus on booking the best deals, only about half consider the perks offered by their credit cards or payment plans when making travel purchases. This highlights an opportunity for travel service providers to incentivize customers with rewards programs.
As mobile phones continue to evolve and become even more sophisticated, it’s likely that smartphones will solidify their place as the top tool for booking travel. Travel businesses and service providers must adapt to these mobile-first behaviors in order to stay relevant and meet the demands of modern travelers. By understanding how and why consumers prefer mobile devices, the travel industry can ensure that their digital platforms remain competitive in an increasingly mobile-driven world.
