More travelers are using their mobile phones throughout every stage of the travel cycle, according to Vincent Macri, head of mobile travel at Google. During a recent speech, he noted that 15% of all bookings now come from smartphones. He noted that travel companies must make their booking system easy to use to capture a growing share of the market. Companies also must think about what travelers want and expose them visually to travel experiences. "The whole idea is the full mobile experience," Macri said. "Each bucket is important. Each one is different. And each one deserves its own strategy."