Southern African properties have experienced a significant increase in mobile demand, from 4% in 2012 to 12% in 2014, Expedia has revealed.

In light of this demand, the group has invested in new technology, developing a new feature – ScratchPad – allowing users to store all their Expedia searches across multiple devices. “The Expedia group is investing heavily in mobile technology,” says Ross Kata, Expedia Area Manager. “You cannot be in travel now and not have a multi-device strategy.” Kata adds that the new feature allows users who switch from their desktop to resume their search later on a tablet.

According to Expedia, there has also been an increase in demand for guesthouses and B&Bs throughout Africa, with this segment showing the greatest growth. Traditional source markets have also shown a significant increase in demand for this property type. For example, the US saw a more than 160% increase in online travel demand for guesthouses and B&Bs in Africa through Expedia, compared with 80% growth for hotels in Africa. The UK, France and Germany experienced a growth for guesthouses and B&Bs of 80%, nearly 100% and 200% respectively, compared with demand for hotel growth of more than 40%, nearly 50% and 100%.

Commenting on this growth, Kata, said the growth in demand was driven by factors that included more properties in the guesthouse and B&B segment listing their properties on Expedia’s channels and also the properties themselves becoming more online savvy. “They are working through Knightsbridge connecting into Expedia,” he explained, adding that integration with Knightsbridge provided the ability to surface rates and availability. According to Kata, Expedia has also hosted more educational summits and spent time one-on-one with its partner properties to offer tactical ideas as well as market-specific advice.

While mobile bookings were growing, travellers were also increasingly using mobile devices in the planning phase of their trips, pointed out Marcello Gasdia, Phocuswright's senior analyst, consumer research. “More travellers are relying on mobile much earlier in the travel planning funnel – to look at pictures, watch videos and see what they can afford.”