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.
More from #DTTT
In June we present:New Normal, Same VisitorsHow 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 13DTTT · 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 12DTTT · 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 11DTTT · 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