Mobile devices are increasingly used for travel-related purchases and research. By 2014, mobile and tablet users are projected to outpace PC users. Many travelers now use their mobile devices to research and book travel arrangements like hotels. Younger consumers under 30 are more likely to use mobile devices for travel purchases and to consult user reviews. Mobile commerce for travel has shifted further into the actual trip, with many travelers now booking hotels and making arrangements on the same day. Social media and user-generated content are also playing a larger role in travel planning and decision making. While many travel brands have mobile apps, there remains significant opportunities for new mobile experiences that better meet consumer behaviors and expectations.