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In 2014, 26 million US consumers will book a trip via a smartphone, estimates eMarketer. Mobile travel booking is increasing and will increase further in the next couple of years. Smartphone purchases introduce spontaneity in travel planning, as these devices drive last-minute bookings.

MOBILE APPS PREFERRED

When using their smartphone, consumers prefer apps to mobile websites. For travel booking, travel aggregator apps and branded airline apps are considered to be the most important among other apps and branded mobile site.

PERSONALISATION FOR INSTANTANEITY

Personalisation is one of the reason that apps are preferred over mobile website. Once registered, consumer’s personal details are saved. Information saved as favourite allows consumers to access relevant content and offers immediately. The app is already linked to a credit card, which makes the purchase faster and easier. Besides, with GPS information, apps give immediate local information, based on the location of the user. With all these personalised functionalities, booking via mobile app is then faster than on mobile website.

USE SMARTPHONE ABILITY TO EASE PURCHASE PATH

Smartphones offer user-friendly navigation and access to information. Mobility, internet connection, GPS, immediate access to social media, photo, video, are specific functionalities of smartphones. It is important to keep it in mind in order to build an app consistent with the smartphones’ usability. The more adapted to smartphone the app will be, the more consumers will use it to make a purchase. Then, a CRM strategy adapted for the app, with special offers and personalised discounts, will keep the consumer engaged.

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