Mobile devices are more popular than PCs in China, as 83% of the country’s internet users access the internet via a mobile device. In response to the proliferation of mobile devices, metasearch and OTAs have increased their mobile booking offerings. Mobile now accounts for over half of Qunar’s hotel bookings and over 40% of Ctrips. But hotel brands in the Chinese market have catching up to do, according to L2’s China Prestige Hotels Insight Report. Among brands in the Digital IQ Index: Prestige Hotels with a China site, 70% have a mobile optimized site. However, just 53% have customized content and functionalities for mobile sites.
Prestige hotels’ Chinese mobile sites are missing a lot of opportunities. They lag behind their global counterparts in all areas except for geo-location and click-to-call customer service. For example, just 27% allow users to read reviews compared to 39% of their global counterparts. Just 52% allow users to modify their reservations on mobile compared to 82% of global sites.