It's official: smartphones are no longer cutting edge. They are conventional. More than half of all leisure travelers and nearly three in four business travelers now own a smartphone, according to new, comprehensive analysis of mobile traveler behavior from PhoCusWright. But as travel companies aim to engage this broad audience, mobile Web users are becoming increasingly fragmented and harder to reach. New users are connecting through multiple platforms, as mobile functionality reinvents itself daily. And aggressive multi-channel mobile strategies yield heaps of websites and apps that do the exact same thing. The result is that for travel merchants and marketers, smartphone owners remain an enormous, but still highly elusive target. According to PhoCusWright's Mobile Hits the Mainstream: Leisure and Business Travel Trends (a Global Edition publication), 28% of leisure travelers who conduct travel-related activities via the mobile Web only use mobile websites to do so, while 72%...