Lonely Planet has revealed their secrets for a successful app (hotelmarketing.com). For Lonely Planet, there are three key steps travel brands have to keep in mind to build an app.
1. FIND A NICHE
The first questions travel brands have to think about before creating an app are:
- What makes me unique?
- How can I translate my strength in my app?
- What add-value can my app have for customers?
It is also important to keep in mind, what users are expecting from an app:
- all information, and not selected ones
- a full menu adapted to mobile browsing
- predominantly visual content and limited use of text
2. ENGAGE THE CUSTOMER
An app should be simple and straight to the point. Once objectives have been defined, the only goal is to aim them. The crucial moment to engage the users is when opening the app. If it is not visually engaging, or suffers from poor ease-of-use, bounce rates will be high. Given the vast growth of the app stores of all major mobile OS providers, consumers are presented with unprecedented choice. Travel apps are used at any stage of the travel cycle: before, during and even after the trip. The user’s expectations differ in between the different travel phases. Even so, users want immediate answers to their needs. This is why, it is important to:
- Figure out what users are expecting to get and to do using the app
- Give them what they need and want
3. LEARN FROM MISTAKES
Technology keeps evolving, so do use-cases. Therefore, it is critical keep improving and updating the app in iterative cycles. Understanding the users and their needs is key to be accurate and to have them engaged.
HAVING AN APP ?
Reports show that going online with a mobile surpasses now desktop browsing and apps are preferred to mobile browsing. Tourism companies have to take this crucial change in digital user behaviour into consideration when deciding wether to embark on the mobile journey. Also, an app has to answer to a strategy and clear objectives. Having an app just to imitate competitors has a great chance of failure.
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