Making a hotel reservation is as much about speed and convenience as everything else in the internet age – and, increasingly, that means going mobile.

“Businesses aren’t necessarily ready at this stage to provide mobile services, but their customers are demanding it,” says Sybase director Julie Tomlinson. “There’s a generation of people coming that is so digitally savvy and has such high expectations of the way they interact that businesses that can’t give them what they want are going to suffer. But it’s not just the younger generation; there’s growing demand among 30- to 50-year-olds too. People are increasingly frustrated when they can’t do everything they want from their mobile phone, when they want to do it.”