Nimet Sayeed
Event Director, TravelTech Show
Mobile-first apps have firmly taken off — how will this transform the travel experience?
The surge in mobile-first applications has fundamentally reshaped how travellers research, plan, book and pay for trips. Indeed, according to Statista, global smartphone penetration rates were estimated at 71% last year. Coupled with the maturation of the digital-first generation and app-savvy younger demographics following right behind, not only are smartphones used for social media engagement and shopping with retailers, but they have also swiftly assumed the role of pocket-sized travel agent.
Riding the mobile-first wave
The appeal, particularly for travellers, is undeniable. Instant updates and comprehensive travel information available anywhere, anytime make travel more convenient and accessible. Mobile apps have distilled the traditional browsing-to-booking timeline from days to minutes, with location-based services offering personalised, tailored recommendations to boot.
Beyond browsing and bookings to arrivals, mobile apps have also transformed the in-destination experience. Travellers actively engage with these platforms to navigate unfamiliar cities, catch up with the latest influencer recommendations, translate languages, access contactless hotel check-in, make restaurant reservations and purchase attraction tickets, to name just a few.
Global smartphone penetration
rates were estimated at 71% last year.
Where do we go from here?
Recent reports of cyberattacks and hacks on customer data held by retailers, however, have put the safety of booking and paying online back in the spotlight. Customers are, quite rightly, seeking reassurance from travel companies when it comes to parting with their hard-earned cash and credit card details.
To ensure they aren’t left behind in the hacker’s wake, travel operators need to not only continue investing in building comprehensive, engaging content that is fit for a mobile-first purpose — but also in safe, secure payment platforms. Apps now serve as the travel company’s shop window. To get them through the virtual door and keep them there as repeat customers, however, requires trust. That only comes when you feel safe.
Learn more at the TravelTech Show
TravelTech Show takes place 25–26 June at ExceL in London. It is free to attend for travel technology specialists involved in or responsible for the technology within their travel business and consultants who help travel businesses select technology solutions.
For more, visit: traveltech-show.com
