However, Genesys senior partner, Paul Richer, warns there is uncertainty about whether sales using mobile technology will take off.
Richer said: ‘There is tremendous hype surrounding m-commerce – selling via mobile – yet right now there is only a trivial amount of sales being made via this channel.
‘The jury is still out on whether mobile will be a mass-market sales channel for holidays.
‘A holiday is a big ticket item for most consumers and they may well prefer the comfort of viewing hotels and destinations on a larger screen.’
Travel companies do, however, need to make sure their websites are readable on small devices, claimed Richer.
He said: ‘It is vitally important for operators to view their own websites on mobile devices to make sure that they are still readable.
‘Many consumers are now using small screened devices such as net-books and Apple's newly launched iPad.
‘They are also surfing the web on their even smaller screened mobiles.
‘You need to make sure your website is still readable on these devices even if you do not specifically invest in mobile technology.’
In line with the fact that most operators are selling online now, the review identifies several technology suppliers that can get operators selling online at very low cost.
Richer said: ‘It appears that selling online has become a 'must-do' activity for every tour operator.
‘There are no longer any excuses. Saying that your product is too complex, too tailor-made or too expensive to sell online simply won't wash with the consumer.
‘If you cannot close the deal online there and then, you run the risk of your customer booking elsewhere.
‘Selling online need no longer be an expensive exercise. In fact, one system supplier is offering tour operators use of its system completely free for the first 50 bookings.
‘There has never been a better time for smaller operators to compete on a level playing field with their larger competitors who can more easily afford heavy investment in technology.’
The review also looks at systems that offer seamless connectivity to bedbanks and other dynamic packaging components.
Click here to go to the Genesys website from where its publications may be downloaded.
See also:
ebookers goes on the move (01/02/2010)
Travellers embracing mobile apps (10/11/2009)
Europcar offers discount to push mobile bookings (29/09/2009)
BCD adds mobile itinerary tool (20/08/2009)
Airlines to adapt websites for mobile phone users (03/07/2009)
Amadeus unveils mobile solutions (01/07/2009)
Hyatt gets mobile (04/06/2009)