Distribution is just one of numerous opportunities that mobile creates for travel organizations, but for many executives, the true test of mobile's influence is simple: show me the money.

A new PhoCusWright report, Mobile Hits the Mainstream: Technology and Industry Trends – an Innovation Edition publication – assesses the size and dynamics of the mobile travel marketplace, revealing the increasing impact of U.S. mobile travel commerce.

Growing from zero just a few years ago, U.S. mobile leisure/unmanaged business travel gross bookings reached nearly US$2.6 billion in 2011, representing 2.4% of the U.S. online travel market. By 2013, that share is projected to grow to 6.5%, when mobile bookings (excluding managed corporate bookings) will represent 2.6% of the total U.S. travel market.

"While mobile bookings will remain a small share of the total travel market over the next two years, the dollar values being transacted are substantial, exceeding $8 billion in 2013," said Cathy Schetzina, director, communications and senior analyst. "The mobile platform is clearly changing traveler behavior, yielding incremental bookings in addition to the expected channel shift. And as merchandising capabilities improve, travel companies will have an even broader range of mobile revenue opportunities."

Mobile Hits the Mainstream: Technology and Industry Trends (US$895) studies the trends shaping mobile travel worldwide, tracking mobile device adoption in key global markets. The report highlights emerging mobile technologies, identifying strategic opportunities for suppliers, intermediaries and corporate travel organizations. In addition, the research provides a closer view of the U.S. mobile travel market, sizing the U.S. mobile leisure/unmanaged business travel market through 2013.

Also available is a companion report, Mobile Hits the Mainstream: Leisure and Business Traveler Trends – a Global Edition publication – which examines how travelers are using mobile devices to plan, purchase and enhance their travel experiences.

www.phocuswright.com/products/4100