There is plenty (perhaps too much) talk about the mobile revolution in the travel industry.
Still, one thing to be grateful for now is at least we appear to have stopped saying "20xx is the year of mobile" (cast your minds back to recall multiple speakers at every travel conference between 2009 and 2012).
Where the industry generally seems to be, on the cusp of 2015 (20 or so years since online travel agencies first burst onto the scene, lest we forget), is finally at a point where mobile web and apps have joined responsive design as just being disciplines or technologies, rather than seen as specific channels.
That is not to say that devices (mobile and tablets and wearables) are performing in the same way as their desktop cousins - far from it, in fact.
And, therefore, perhaps this is why travel brands agonise over mobile in some kind of glorious isolation, rather than formulate a more cohesive strategy across every part of a business's connections with its customer base.
Here is an example.
Many travel brands are finding that conversion rates on mobile devices lag behind those on desktops.
Speaking at the WebinTravel conference in Singapore this week, Ross Veitch, CEO of Asia-Pacific metasearch engine, Wego, says at one point its mobile conversion rates were around a third of those on desktop machines.
The figure is currently coming in at around two-thirds of desktop conversions, says Veitch, but still there is a reasonably significant discrepency between the two - something which generally should be of concern to brands where conversion rates are already low.
One perhaps rather rare quirk against this general trend comes in the form of the iPad where, according to Kayak's vice president in APAC, Debby Soo, conversion rates were actually higher
For metasearch intermediaries this is a particular problem, where the margins are arguably lower and based on revenue-per-click, rather than commission on a product sale.
Beginning with Kayak in 2011, when it started taking bookings for some hotels on its mobile app, metasearch engines are realising that introducing the chance for in-app bookings for the user is a way to tackle the conversion the gap.
TripAdvisor is probably the most high profile of the more recent travel brands to introduce the in-app booking concept, with its Instant Booking feature.
So forget about the idea that metasearch engines, as many have preached, got into the booking game because they didn't want to send their users to a supplier site with a poor mobile user experience.
The reality is that they were all, instead, losing out on revenue.
NB:Multi devices image via Shutterstock.