Mobile has arrived and it is sexy, interactive, engaging, unique, personalised, powerful, empowering and, always on. In 2008, global mobile subscriber penetration broke through the 50% mark, and the time for the travel and tourism industry to embrace mobile is now.

London, United Kingdom – June 09th 2009:

EyeforTravel Research has released the second volume of the Travel School of Mobile series of reports. In line with their core goal of promoting the continuous use of research for better knowledge and education in the travel and tourism industry, the report is all about assisting the travel and tourism industry to better understand, prepare for and embrace the potential of mobile technology.

Volume 2 builds on Volume 1 and cuts through the hubris, the misconceptions, the mythology and the unfulfilled promises of mobile, to give travel and tourism companies guidelines and a wealth of relevant information to assist them in making mobile a viable option for their business. Using the travel buying cycle it clearly lays out how all travel and tourism companies can begin to think about mobile in their businesses.

The packed report includes 16 detailed case studies by leading travel companies from around the world such as Egencia, Kayak, Rearden Commerce, Hilton Hotels Group, lastminute.com, Lufthansa, British Airways and Sixt Car Rentals which offer advice and illustrate diverse experiences in Mobile.

Compelling case studies are combined with contributions from mobile technology experts including; The Sound of Data, Netbiscuits, AmbieSense, Gideon Multimedia and other leading mobile companies who have shared their expertise, advice and best practice, and in doing so, helped EyeforTravel Research build the solutions section. EyeforTravel Research has aggregated all these great insights to give readers a strong and balanced knowledge base.

There are diverse views and perspectives that all come together to make a compelling case for mobile, from the Hilton Hotels Group predicting that “Mobile will become the next digital commerce wave” to Jet Airways advising that; “…entering the market at an early stage and learning from consumer dynamics will help put a strong foot forward when the market is mature.”

EyeforTravel is fast becoming the beating heart of mobile and has exciting developments planned, from a UK focused ‘Mobile in Travel Consumer Insights Spotlight’ to a fully fledged powerhouse report that will bring in consumer perspectives and new mobile solutions insight from all around the world and this will be launched at World Travel Market in November 2009.

EyeforTravel Research Advanced Membership is a free resource for the travel industry and you can sign up here:

http://www.eyefortravelresearch.com/user/registration

to gain immediate access to Advanced Member reports including the first and second mobile reports completely free of charge.

For mobile industry companies that want to come on board as technology and solutions partners for the next exciting phase of the Travel School of Mobile, please contact the Headmaster; Andrew Merrie at: andrew@eyefortravel.com or call him on +44 (0)20 7375 7583.

About EyeforTravel Research

EyeforTravel Research is a division of EyeforTravel Ltd, leading experts in the field of online travel. EyeforTravel Research publishes strategic reports for the global travel and tourism industry with a focus on travel distribution, consumer behaviour, marketing and technology developments. The reports are used by many of the travel industry’s leading companies and include invaluable data, trends and in-depth analysis around online travel.

Published on: 2:03PM on 9th June 2009