Mobile ready websites are no longer emerging trends in the travel industry. They are now a force to stay and have forever changed the way travel shoppers search, book and interact with properties. With millions of travelers connected to the Internet via smartphones, your hotel needs to consider how to reach potential guests at each phase of the buying cycle via the mobile web.

According to eMarketer, the number of U.S. mobile users who will research travel on their smartphones will climb from 19.7 million in 2010 to 29.7 million in 2012.

In the same timeframe, the number of people booking via smartphone will nearly double - from 8.7 million to 15.1 million.

Opportunities for Hoteliers

The growing consumer use of smartphones to search, shop and look for local and travel information creates more opportunities for hoteliers to connect with their customers via a mobile site including pre-stay, during a stay and post-stay visits.

Pre-Stay

Improved user experience: Mobile sites have content and features designed specifically for handheld devices, making it easy for users to find what they're looking for on the go. Research shows that mobile-optimized websites significantly improve user experience and satisfaction.

Mobile-Only features: Mobile sites gives travel shoppers some unique functionality options such as a 'touch to call' button making it easy to get in touch with your property about questions or to book. Also location based mapping functions, and mobile-based ad messaging are other unique features.

Local-based marketing: Searching for local information is one of the most common smartphone activities – 1 in 3 mobile searches is local. Get your property noticed through local natural searches, Facebook Places, Google Places as well as other local directories and let your consumers take action.

Increase opportunity for booking: The number of consumers using their smartphone to book has doubled. Increase your properties conversions by providing your customers with a compelling site customized for their smartphone experience.

Greater online visibility: A mobile website provides improved rankings on mobile-friendly search engines such as Google and Yahoo, and also allows placement in a growing number of mobile and local directories.

During a Stay
Local info: Turn your mobile site into a trusted local resource for area information, attractions, restaurants and more.

Property maps: Create dynamic Google interactive maps to highlight the local area and provide convenient directions for guests. Or go a step further and create custom flash maps to highlight your properties grounds, meeting rooms, wedding space, or guest rooms.

Embrace social: Make it easy for guests to share their experience with 'check ins' and easy sharing tools through Facebook, Foursquare, Google, Twitter and more.

Post-Stay
Encourage reviews: Through email messaging sent to users' phones, encourage guests to post a review about their recent experience.
Stay in touch – Stay top of mind with your past guests by offering them special promotions via emails, which can link to your mobile site.

Remain easy to find – Past guests can save your site in their favorites for easy, repeat mobile bookings. These are just some of the new opportunities to engage with travel shoppers to gain a competitive advantage by having a mobile website that looks good and provides relevant, easy to use information where and how users want it.

Now's the Time to Go Mobile

Smartphones are quickly becoming part of consumer's daily life and routine. With the growth of mobile searches growing at 400% over last year, it's easy to recognize the potential for customer engagement.

Ensure your property can be reached in the fastest growing sales channel, with a revenue-driving mobile website. With more than 15 million people projected to book hotel rooms on their mobile devices in 2012, the time is now.

More on Mobile - What's the difference between a mobile ready website and mobile app?

Just like a standard website, mobile sites are HTML pages linked together and accessed by using an Internet connection (3G, 4G or Wi-Fi for mobile browsing). The main difference from a standard site is that mobile sites have condensed pages that display content, images and data on a smaller screen.

Apps are different from mobile websites, as they are not viewed in an Internet browser. They are actual applications that a customer has to actively seek out and download to their smartphone with Internet based portals like the Apple App Store and Android Market. Since most apps aren't universal, travel shoppers must get the specific app for their device, making it an inconvenience for people that carry multiple devices or frequently change devices.

A recent study by BizRate showed a growing 19% of people used mobile ready sites for shopping, while only only 3.6% of people downloaded shopping apps. Other studies have shown the average lifespan of certain mobile apps can be as brief as 30 days. In short, these are the reasons that mobile websites, not apps, are becoming the standard for not only the hotel industry, but most shopping industries.