Airlines

Opinions: 

Travel Tech

With mobile e-commerce predicted to reach over $278 billion by the year 2015, the mobile payments is one of THE hot topics in the eTourism arena. Smartphone penetration in Europe and the US is reaching market maturity and abolishment of roaming charges will only increase the web-usage of travellers on-the-go. At the same time, major players moving towards integrated travel solutions – e.g. Google Wallet or Apple Passbook – fuel the hopes in the travel industry that mobile technologies are the cure-all recipe for travel distribution and the only way to go forward in future. This applies in particular to the airline industry (Hotelmarketing 2013).

The transition to mobile has yet to happen

Although user surveys suggest that technology assists airline travellers when travelling (a staggering 90% of airline passenger confirm that technology helps them when travelling), a look at actual usage rates paints a different picture. Despite the finding that ca. 75% of passengers carry a smartphone according to results of the 2013 SITA/Air Transport World Passenger IT Trends Survey, only 5% make use of services such as booking and check-in via their smartphones.

Boundaries to adopting mobile technologies

The vast majority of users argue that the main boundaries to adopting mobile technologies for booking and/or check in are usability concerns and limitations of the device. Especially research intensive tasks like comparing prices and flight times across multiple channels are difficult to carry out with small mobile screens. Secondly, hesitation to transfer payment information over mobile phones are present, as the devices are not equipped with anti virus and malware technology.

Enhancing value to foster the shift towards mobile

The SITA survey however indicated that self-service technologies are accepted amongst consumers, with 69% booking their flight via a website and 20% using a self service kiosk to check in on the travel day. To extend this acceptance towards mobile services and persuade travellers to adapt their behaviour, service providers need to ensure that the mobile experience delivers superior value. The report cites information services such as flight search (63%), and flight status (58%) as travellers’ main priorities. However, so far mobile applications by travel companies have failed to make use of the unique capabilities of mobile technologies. The main opportunities lie in using location services along with the possibility to provide seamless and highly personalised experiences. Given that the vast majority of travellers carry mobile phones, this technology provides the unique opportunity to deliver the right information at the right time and the right stage of the journey.

More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank