A significant milestone is looming in the coming weeks which may well demonstrate the importance of mobile to travel companies and how they communicate with customers.
Speaking at the TechCrunch Disrupt conference in New York this week, Google vice president of location and local services Marissa Meyer predicted a sea-change in how people use maps to locate local information.
Meyer says that by June this year the majority of searches being carried out on Google Maps will swing from desktop computers to mobile devices.
The current ratio is around 60% in favour of desktops, Meyer says, although this often switches at weekends when users are out of their offices or homes and doing activities that may require research on-the-road.
Meyer also claims 20% of all searches across Google are what the search giant calls "local" - ie queries around activities, things to do, destination services, amenities, etc.
The importance to the travel industry in the shift from desktop to mobile is not particularly related to the advertising or making sure hotels, activities and attractions are listed - many travel companies are engaged in this already.
What is does signify, however, is the influential position mobile is starting to have over the lives of consumers and how they use the web.
If consumers will be searching in increasing numbers from mobiles, they will no doubt be expecting suppliers of product and information to have mobile-friendly, easy-to-use websites so that when a search on a map sends the user off to a different site they have a good user experience.
Given the choice of two attractions, will the consumer opt for the one that provides relevant information in a mobile format, or the one that makes it difficult or almost impossible?
It's an expectation thing...